so grain: Planning a brand that will last for a century
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.
so grain's operating company, JaSaek Co., Ltd., was established during the pandemic. After long deliberation on sustainable business models, we decided to pursue a business that enhances quality of life and health while simultaneously increasing the added value of agriculture, focusing on wellness. Initially, we did not plan to start a cosmetics brand, but the story changed when we selected oats as our core item. Oats have a gentle and healthy image and potential as a clean beauty skincare ingredient. This realization naturally led to the expansion into the brand business. Confidence in the raw material became the starting point of the brand.
What were the biggest challenges you faced before launching your brand?
It took a long time to decide to enter the cosmetics business, but the period after the decision was even more daunting. We felt that we needed to select a cosmetics manufacturer first to get started. Since it was our first collaboration with a manufacturer, we quickly decided to produce products safely through verified large manufacturers. We explored manufacturers such as Kolmar Korea and Cosmax, but during this process, we discovered PLANIT 147.
Initially, we didn't have high expectations, but after consulting with PLANIT 147, we realized it was the perfect platform for a startup like ours, and we decided to collaborate. Despite this, we initially lacked understanding of basic terms and processes such as raw materials, formulations, and production, which was quite overwhelming. However, with practical support from the PLANIT 147 team, we were able to resolve all our concerns and difficulties. Above all, we were highly satisfied with the speed of business progress and the ability to launch our desired products.
What was the most helpful aspect of using PLANIT 147's services?
The most helpful aspect was that the branding and products I envisioned were already prepared. As mentioned earlier, we started the business with just the idea of cosmetics centered around oats, but PLANIT 147 already had branding and product portfolios that perfectly matched our concept. This significantly reduced the time and trial-and-error involved in planning. I wondered if this was a coincidence, but later learned from PLANIT 147 team that they had pre-planned based on market trend monitoring, identifying an increasing preference for brands with grain or fruit concepts. This also gave me confidence and assurance.
Even though the planning was pre-done, we could adjust details before product production. During this process, the team's deep market understanding and experience helped guide our brand objectively. Brand contents prepared by PLANIT 147 were particularly helpful, as they allowed us to visualize how the products would appear to consumers during actual sales, aiding decision-making.
During the production process, they also provided various formulation samples, giving us the opportunity to deeply consider and learn about each product's formulation, which greatly enhanced our overall understanding of the products. Above all, the fact that all products were 100% manufactured by Kolmar Korea gave us high trust and confidence in introducing the products to consumers.
Were there any memorable episodes or moments of crisis during the brand launch process?
Rather than a specific moment of crisis, what stood out was the realization that cosmetic development is a "process of communication." Product development involves multiple stages, including planning, formulation development, sample testing, and production. Each stage consists of detailed steps, and as a brand owner, there were numerous moments where I had to review and make decisions. Understanding the impact of each decision was crucial for making the right choices. Ultimately, thorough communication and meticulous review at each stage &step were extremely important. I also learned that using step-by-step checklists for cross-checking can facilitate much more effective communication.
Lastly, please share your future plans and aspirations.
As a new brand, so grain is just beginning. It is rewarding to see consumers gradually recognize us and leave positive reviews. We aim to continue doing what we need to do so that more consumers can appreciate the quality and value of so grain's products.
We also hope to expand so grain's product lineup step by step through ongoing collaboration with PLANIT 147. Our goal is to grow into a brand that consistently introduces high-quality products based on market and consumer feedback.
Additionally, we hope to create networking opportunities among brands launched through PLANIT 147, allowing brand companies to share their experiences. Meeting through PLANIT 147 could lead to healthy competition and mutual growth in the future.
The values embedded in a brand must ultimately align with the philosophy of the brand owner driving the business. so grain reflects the philosophy of CEO Seulgi Lee, who wishes for agricultural products grown in Korea to have higher added value and proposes a healthy lifestyle in the process. The growth of a brand happens when more people resonate with and support such philosophy.