Reason why singer Jeon Somi’s cosmetics business challenge attracts attention

On April 2nd, Jeon Somi officially launched her makeup brand. As she launched the brand herself, Jeon Somi is known to have been directly involved in every step, from product development and package design to setting up the official website.

Even before the official launch of the brand, Jeon Somi had been sharing the product testing and package design process through her official SNS. She explained the motivation behind her venture into the cosmetics business, “Before becoming the founder of ‘GLYF’, I was a beauty enthusiast who loved cosmetics. I have incorporated all the beauty know-how I’ve felt and experienced during my singing career.” In fact, Jeon Somi has consistently expressed her affection for cosmetics since her debut. Influenced by her father, who was a makeup artist in the past, she has openly showcased her identity as a beauty enthusiast by sharing self-makeup photos through her SNS.

The first product released after the brand’s launch hinted at Jeon Somi’s business direction. Like words of Jeon Somi, who intended to incorporate the know-how gained from her experience as a K-pop singer into the products, the first product reportedly originated from her dissatisfaction with the makeup products she had used on stage. In a situation where interest in K-pop singers is high worldwide, the concept of a brand presenting cosmetics developed by an artist who has personally showcased various makeups on stage is interpreted as a shrewd strategy to raise the purchasing power of consumers both domestically and internationally.

The reason why attention is focused on the results of Jeon Somi’s cosmetic business challenge is because it is rare among active K-pop artists in their 20s to launch a brand under their own name. Especially, the case of directly launching a cosmetics brand, rather than through collaboration or investment, is almost unheard of in the entertainment industry as a whole. Launching a brand by oneself requires not only a deep understanding of the field but also entails a considerable effort comparable to one’s main occupation, as it involves a long process of product development and contemplation. Additionally, since the entertainer is the main driver of the business, any negative issues arising from the product or brand will directly affect the entertainer who established it, adding significant pressure.

One prominent issue that arose at the time of the launch was the controversy surrounding the product prices. The highlighter that Jeon Somi released for the first time since launching the brand sparked controversy for its high price, as it was priced in the range of 40,000 won for one palette. Some criticized the high price of the product compared to other brands, suggesting that it might include Jeon Somi’s “name value”. Furthermore, as the product was released through pre-orders, it faced criticism again due to the sales policy of not allowing cancellations after purchase, which is typical for reservation purchases. The controversy surrounding the brand’s products quickly turned into criticism aimed at the founder, Jeon Somi, and led to heated debates.

Of course, the opposite case is also a problem. Controversies related to the entertainer can directly affect the brand’s image. Recently, Jeon Somi caused controversy when it was revealed that she and TWICE’s Chaeyoung had taken photos in an unmanned photo booth, exposing their underwear. Although this was a personal controversy unrelated to the brand, the timing of the brand launch coinciding with the controversy inevitably left a considerable disappointment from the perspective of brand promotion.

While the risks to be taken into account are significant, if the brand achieves successful results, its performance may exceed expectations. Although it is not common for entertainers to launch their own brands in Korea, overseas, it is easy to find cases where celebrities have launched brands under their own names. This applies equally to beauty brand launches. Many stars such as Selena Gomez, Beyoncé, Kylie Jenner, Ariana Grande and Gwyneth Paltrow have already launched their own beauty brands, achieving tremendous sales and successfully establishing the brand’s position.

Considering the recent global popularity of K-pop and the heightened interest in K-beauty, Jeon Somi’s business challenge may also have a good chance of yielding results beyond expectations. If the brand gains popularity domestically and internationally, Jeon Somi also has a great potential to expand her presence in the global market while maintaining her main occupation as a K-pop singer, marking a new turning point as a global celebrity.

However, since the brand has just been launched, there is still a long way to go for Jeon Somi and her brand. It remains to be seen whether Jeon Somi can turn her ambitious venture into a new leap in her career.