greengreengreen: A K-Beauty Brand Solving Local Skincare Concerns

This interview series highlights real brand-launch journeys, from preparation to execution, with the aim of supporting aspiring beauty entrepreneurs. By sharing firsthand experiences, we hope to provide practical insights and actionable strategies for building a successful cosmetics brand.

Please introduce yourself and your brand.

Hello, I’m Seonmi, the founder of greengreengreen, a skincare brand based in Singapore.

greengreengreen is a K-beauty skincare brand designed for customers living in the hot and humid climates of Southeast Asia. Our main products include Centella-based toner pads and Firming Repair Cream, which offer a simple and refreshing skincare routine for customers who experience flushed, oily skin but also suffer from inner dryness.

The biggest inspiration for starting this brand was realizing that while there is a high interest in K-beauty in Southeast Asia, there is still a lack of products tailored to the local climate and lifestyle. Customers in this region often face unique skincare challenges due to strong sunlight, high humidity, air conditioning, and outdoor activities, which can make their skin sensitive and uncomfortable. I wanted to go beyond simply offering "good Korean cosmetics" and create products that directly address the everyday skincare concerns of local customers.

greengreengreen OFFICIAL HOMEPAGE

What challenges did you face when starting your cosmetics business?

The most challenging part was realizing how complicated it is to turn a "good idea" into an actual product. Initially, I thought having a clear product concept and brand direction would be enough to launch, but in reality, there were so many interconnected elements to consider—texture, ingredients, packaging, design, production schedules, costs, MOQ (minimum order quantity), export documents, labeling, and more.

Since we targeted the Southeast Asian market from the beginning, we had to carefully tailor the product's texture and sensory to suit the local climate and consumer needs. Additionally, trying to handle ODM, design, packaging, and export documentation separately made it difficult to streamline the entire process. As a small brand, it was particularly challenging to decide what to prioritize and when to prepare the necessary materials. This lack of clarity was one of the biggest burdens we faced.

How was your experience collaborating with PLANIT 147?

Collaborating with PLANIT 147 was incredibly helpful. When launching a product, a lot of time is spent on product planning, but Planet 147 provided a one-stop solution for planning, production, and design.

With their support, I was able to build my own brand while saving time, almost like purchasing a ready-made product. For someone starting a business for the first time, it’s difficult to handle all the processes alone, but PLANIT 147’s systematic support significantly reduced the burden.

What are your future plans?

Currently, we are in the early stages of building brand awareness and encouraging customers to experience our products. In the short term, our goal is to increase first-time purchases and gather enough user reviews. We are also working on developing new products to enhance the customer experience.

In the mid-to-long term, we aim to solidify our review and repurchase base in Singapore, where we are currently selling, and then expand into other Southeast Asian markets. To achieve this, we are focusing on building product quality, localized messages, stable distribution, and customer trust—all of which are crucial for our growth.

Through this interview with Seonmi, a team member at greengreengreen, we could feel her genuine passion—not just for selling products, but for truly understanding and addressing the skincare concerns of local customers. Her insights into overcoming the challenges of starting a cosmetics business and successfully launching the brand serve as an inspiring example of how small brands can grow systematically. We look forward to seeing greengreengreen expand beyond Singapore and into the broader Southeast Asian market, becoming a trusted brand for even more customers. This brand’s heartfelt mission to solve local skincare concerns is bound to shine even brighter in the future.