South Korean singer Jeon Somi just marked a new milestone in her career. Best known for her hits “XOXO” and “Fast Forward,” the 23-year-old pop star ventures into beauty and skincare with the debut of her new brand, Glyf. A true reflection of Somi’s creativity and individuality, Glyf introduces playful products that merge her passion for makeup with her desire to cater to diverse beauty needs.
With the launch of her brand Glyf, Somi is channeling her love for makeup and personal experiences into products that embody her fun yet polished aesthetic. From whimsical hydrocolloid pimple patches to a curated highlighter palette, the line—exclusively distributed through Zalora in the Philippines—reflects the singer's meticulous approach to beauty.
In an exclusive interview, Somi opens up about the inspirations behind Glyf, the challenges of building a brand, and her vision for its future. Read on.
Preview Exclusive: Jeon Somi on Her New Beauty Line "Glyf"
Somi’s foray into beauty stems from a personal connection to makeup. “I was always into makeup,” she shares. As such, growing up with Eurocentric features while living in Korea taught her the importance of precision. "I have a unique facial structure, so I had to always know what I apply [with] my makeup," she explains.
Now, with her music career firmly established, Somi is ready to expand her creative horizons. “I want to explore and expand because I think I could juggle them around and do both. So that's how it just all naturally kind of came up to making Glyf."
Describing the essence of Glyf, Somi says, “It’s unique, fun, whimsical, and exciting. It’s young and bright but with some edge to it... sharp and clean at the same time."
When it comes to doing her own makeup, Somi strives to always create a sense of balance and subtlety with her looks, a harmony of brightness and depth. "I would use a lot of brown, a lot of shadows to depth, but at the same time, I'm a sucker for blush and highlighter," she says.
Her philosophy translates seamlessly into the brand’s debut products: a highlighter palette and hydrocolloid pimple patches. Starting with a highlighter, Somi admits, was unconventional but intentional. "Releasing a highlighter [first] is pretty odd for a makeup brand to start off with," she states. "But it’s very me... I knew exactly what I wanted—a highlighter palette [with all the shades] I need in my life.”
Her debut line of products also involve a line of hydrocolloid pimple patches, in fun, playful, and colorful designs. For this product specifically, Somi draws from her artistic background. "I would be very involved with my music career also visually and with art directions," she says, explaining how it eventually inspired the designs of her hydrocolloid patches. "I like to draw a lot... so I got influenced with my old drawings that I drew throughout the years and we [animated it into] pimple patches, like 3D cards and different colored hues that I like to play around with."
Launching a beauty brand came with its own fair share of challenges. “I think singing [and] being in the music [industry] is easier than this,” Somi candidly shares. "With singing, all I have to do is sing right. And with me and the producers, we just need chemistry," she explains. "But with Glyf, because there are so many staffs [involved]."
“With singing, it’s about chemistry with the producers and getting the music right. But with Glyf, there are so many people involved—staff and quality control. I want to give my fans the best, but it’s a complex process. It’s hard, but it keeps me alive and inspired," Somi states.
The development of Glyf products has been meticulous, with the highlighter palette alone taking eight months to perfect. “We poured a lot into making sure it was right,” she says. "Fans will also buy the product and I don't want to let them down. I want to give them the best quality.
While Glyf’s current offerings are limited, Somi is already looking to expand. “We’re working on a new line with warmer tones that suit everyone. It’s based on feedback from customers and ideas from consumers. I can’t reveal much yet, but it’s going to be exciting.”
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