Sheet masks are perfect for today's busy lifestyle, says Jung Ji-woo
Subscribe to enjoy similar stories. The Korean beauty industry is trying to expand its presence in India, with a steady rise in brand launches and product offerings to meet the demands of the country's shoppers who are fans of K-beauty. The latest name entering the market is Neaf Neaf, a skincare brand by South Korean entrepreneur and influencer Jeong Ji-woo.
Jeong Ji-woo, sister of BTS member J-Hope, launched her brand last month in Delhi at Kosmos, a two-day Korean beauty, fashion and food festival organised by K- and J-beauty platform kindlife at the DLF Avenue mall. In an interview with Lounge, she talks about the idea behind Neaf Neaf, her interest in the Indian consumer, and the brand's forthcoming plant-derived Polydeoxyribonucleotide (PDRN; usually derived from salmon DNA) range. Edited excerpts: We are excited about India’s rapid growth and the immense potential of its cosmetics market.
Neaf Neaf was born from my journey of struggling with skin inflammation and a weakened skin barrier caused by not giving attention to my skin while running a fashion brand for over a decade. Sensitive skin requires mild and soothing products to maintain a healthy condition. India has a vast landscape with diverse climates, which naturally leads to varying skin concerns.
To address these unique needs, we have developed products focusing on key solutions such as soothing, hydration, exfoliation, pore care, and moisturization, catering to different skin types and concerns. Additionally, all of NeafNeaf’s products have completed low-irritation testing in Korea, ensuring they are safe and gentle for daily use without burdening the skin. We also have upcoming launches in more categories.
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