Jeon Somi to Launch Own Makeup Brand 'GLYF' — K-pop Fans Announce Boycott

Former I.O.I-turned-soloist Jeon Somi announced the launch of her makeup brand. Sadly, not all of her fans are happy, with some raising their brows and said that they would boycot it for THESE reasons.

After building a successful career as an idol, Jeon Somi prepares to transform into a businesswoman with the launch of her own beauty and makeup brand called GLYF.

Unfortunately, it didn't meet a favorable reception after netizens announced the boycott of her products. What could be the reason?

Jeon Somi Reveals the Making of GLYF

Jeon Somi who introduced her beauty brand in an interview with Allure magazine shared the process of making her products and brand, from writing the product development, package design, and website.

Since 2023, she has been working with her GLYF team. Regarding its name, Jeon Somi revealed its meaning.

"GLYF was created with inspiration from ancient hieroglyphs, glyphs. Like ancient hieroglyphs with different shapes and meanings, I interpret my cosmetics in my own way and express the beauty that each person has."

"It contains the meaning that I want people to freely express their personalities. I only changed the 'ph' to 'YF' and expressed it in a stylish way. From the brand concept to product development, there was no part where I didn't participate. We had meetings for as many as 6 hours."

Along with the launch of the company, she also announced that she will be releasing the first product in April, a special highlighter palette with four different shades.

K-pop Fans Announce Boycott of Jeon Somi's Beauty Brand GLYF

Upon the news, many of Somi's fans expressed their excitement. They claim that the product would surely not disappoint, given the background of the idol as a fashion and beauty enthusiast.

However, people's opinions are already divided into two reasons. First, they complained that the four-color highlight palette is "too expensive."

For a new beauty brand, Somi's product costs 43,000 won ($32), and beauty lovers are contemplating that they would rather buy the same product from a tested or luxury brand as the difference will not be that high.

They also criticized its packaging, which is similar to those products that could be bought for a cheaper price in Daiso.

• "Can highlighter be this expensive?"
• "I wanted to buy it, but I'm hesitant because it's too expensive."

Aside from it being "too expensive," international fans also called for a boycott, accusing her of being a "Zionist" or a person who showed support to Israel.

Recently, she received massive backlash for "promoting" Starbucks, which is a company said to be funding Israel to push the genocide in Palestine.

Even after deleting the said TikTok video, she continued to receive backlash for not giving a proper apology and not addressing it properly.

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Written by Eunice Dela Cruz