Over the past decade, K-Beauty has revolutionised skincare worldwide, driven by the global rise of K-dramas and K-pop. With its innovative formulas, advanced ingredients, and focus on glowing, healthy, hydrated skin, this movement has set new standards in beauty and self-care. For those keeping up with K-beauty trends, Jiwoo is undeniably one of the most prominent figures in the global rise of K-beauty.
Jiwoo’s journey is nothing short of extraordinary. After uploading her first vlog on YouTube, she quickly captured the attention of millions. Within two weeks, she had gained over a million subscribers, marking the beginning of a successful career in beauty and fashion.
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Today, her Instagram following has surpassed 10 million, with a large and devoted audience from India. Jiwoo will be meeting her fans in India to launch her beauty brand, Neaf Neaf, at Kosmos: The Ultimate Multi-Dimensional Korean Experiential Festival, organised by Kindlife on December 7-8, 2024.
K-Beauty Meets Indian Innovation
Talking about the event, Radhika Ghai, CEO of Kindlife, shares her excitement about this partnership: “At Kindlife, we’re curating the best of Korean beauty for young Indian consumers, featuring trending and innovative brands. We’re excited to partner with Jiwoo to launch Neaf Neaf in India.”
“Jiwoo’s vision of creating highly efficacious and safe skincare products resonated with us. Neaf Neaf’s formulations cater to sensitive skin, reflecting Jiwoo’s hands-on approach to skincare. Jiwoo is a K-culture icon, and her entrepreneurial achievements are truly inspiring.”
To provide more insights into her skincare journey, the rise of K-beauty, and more, Jiwoo sat down with ELLE for an exclusive conversation.
ELLE: What initially drew you to the beauty industry, and how has it evolved over the years?
Jiwoo: While running a fashion brand for over 10 years and trying on various outfits, I went through a long period when my skin wasn’t in good condition. Eventually, it led to skin inflammation, causing a lot of stress. That’s when I decided to start a beauty brand specifically for sensitive skin. Neaf Neaf is a beauty care brand born with the intention to develop gentle, daily homecare solutions. It was created with the desire to help the skin in a way that is neither rushed nor excessive.
We develop gentle and non-irritating products to help customers with sensitive skin like mine achieve healthy skin through effortless daily care. Since I create products I can confidently and safely use myself, I believe you can trust and enjoy using them too.
ELLE: What do you think sets your beauty approach apart from others in the beauty community? Are there any unique trends or techniques you’ve introduced to your audience?
Jiwoo: I believe it’s “sincerity.” I introduce and share products with my followers that I personally use in my daily life and feel genuinely satisfied with. Especially as I run a skincare brand applied directly to the skin, all Neaf Neaf products are developed through dozens of tests conducted by myself and my team. Despite the difficulties in the testing process, we want to become a brand that truly helps the skin of our customers.
ELLE: For someone new to K-beauty, what would you recommend as a simple yet effective routine to get started?
Jiwoo: I recommend the most convenient ‘Soothing Calm Toner Pad.’ It comes in a pad form soaked with essence, so it can be used immediately after cleansing. This product helps refine skin texture and care for dead skin cells, making it one of the most popular bestsellers in Korea.
ELLE: What are some of the biggest beauty trends emerging in Korea right now? Are there any specific K-beauty innovations or ingredients that you’re excited about?
Jiwoo: I believe the biggest beauty trend is ‘high-potency skincare.’ The trendiest ingredient in K-beauty is ‘PDRN.’ Next year, Neaf Neaf plans to launch a ‘whitening’ product combining gentle ‘Vitamin C’ suitable for sensitive skin and plant-based PDRN (liquorice extract) with our unique formulation. We look forward to your interest!
ELLE: How do you maintain a healthy balance between beauty routines and self-care, both mentally and physically? Do you have any rituals or practices to unwind after a long day of content creation?
Jiwoo: I manage my mental health and physical well-being through exercise. I go running at least three days a week, and after exercising, I take a half-body bath to reduce bloating. I also adjust my morning and evening skincare routines depending on my skin’s condition at the time. I avoid drinking alcohol, make sure to drink plenty of water, and always take vitamins and supplements as part of my self-care routine!
ELLE: Can you share one beauty tip that you feel everyone should try at least once, whether it’s a product, routine, or mindset shift?
Jiwoo: It’s a “one sheet mask a day” routine. In Korea, this skincare practice has been popular for a long time. After cleansing, using a sheet mask helps provide ample hydration and reduces everyday skin stress. Since sheet masks are used daily and come into direct contact with the skin, the quality of the sheet material is essential. Neaf Neaf’s Cool Moist Mask and Soothing Calm Mask are made from bamboo fibre, offering an incredibly soft and gentle experience that has earned them a lot of love. I highly recommend the “one sheet mask a day” routine to all Elle readers!
ELLE: Lastly, how excited are you for KOSMOS? What are you looking forward to seeing and trying?
Jiwoo: I am truly honoured to launch Neaf Neaf in India through the upcoming Kosmos event. I’m thrilled and excited to meet and greet those who have always supported us from afar. I will strive to ensure that Neaf Neaf receives lots of love and attention from Indian consumers.
