Exclusive! Jeon Somi Speaks on Her Beauty Brand Owner Arc with GLYF
The K-pop star shares with L'OFFICIEL SINGAPORE her beauty journey as both a makeup lover and entrepreneur.
K-pop soloist Jeon Somi is never afraid of venturing out on her own and carving a path of her own—Be it in music or in beauty. Beyond her music endeavours, the K-pop star started her own beauty line earlier this year with a single product that she felt was absent in her own makeup routine. Fast forward to today and the 23-year-old beauty enthusiast has added to that, offering her own cute take on pimple patches with the idea of beautifying a blemish and even multi-purpose blush sticks just in time for winter.
With GLYF being Somi's passion project on top of putting out hit singles this year like 'Ice Cream', the result is a curated selection of products that aligns with her own personal beauty obsessions. L'OFFICIEL SINGAPORE got the chance to talk about all things beauty as well as her journey into entrepreneurship in an exclusive interview with the popstar! Read on to find out her beauty ethos, what's next and more.
Hi Somi! We’re coming towards the end of 2024. How has the year been for you so far?
JEON SOMI: 2024 has been so far so good. Between releasing a new single, and launching GLYF, it’s been a fun process to be a part of. Honestly, it’s been so rewarding seeing everything come to life, especially GLYF’s launch in Southeast Asia. I feel like this year has really been about growth and embracing new adventures, and I’m so grateful for every moment.
Is there anything you’d like to do or accomplish before the year-end?
I’ve been really greedy with GLYF, and we’ve already started working on a new project for next year’s release, aiming to wrap up before the year ends. We’ve been refining the direction of the brand and what I want GLYF to represent. After several brainstorming sessions and meetings, I’m excited to say that moving forward, GLYF will be very much ‘me,’ and I can’t wait for that to unfold. Looking forward to the upcoming year and our next release. Fingers crossed we have two weeks left. Wish me luck!
Can you share what inspired you to create a beauty brand?
My insecurities have turned into some of my most confident features. Being in this industry, especially with the rise of K-beauty's popularity, everything just came together and harmonized, inspiring me to dive into a brand like GLYF. Living between two cultures has truly felt like experiencing the best of both worlds, and this was a big part of the inspiration behind it.
What’s the story behind the name GLYF?
The name GLYF is actually inspired by the word 'glyph.' Since every individual has their own unique features and stories, I wanted to align that meaning with my beauty brand.
What is your personal approach and perspective to beauty?
Finding my perspective in beauty was a struggle at first, especially starting out as a girl not knowing where to begin. But being in this industry really broadened my vision, and that eventually connected to my solo career. When I started my solo journey, I developed a clear idea of my look, with each concept and song bringing something new. I always try to match the aesthetic to the story, message, and mood I want to express. And over time, that vision has only grown stronger.
GLYF started off with complexion products like highlighters and cute hydrocolloid Pimple Patches. What made you create these products first for the line?
It all started with my solo career. I needed a highlighter that could really catch the light and shine through, something that would pop even under a heavy spotlight. I was obsessed with finding the perfect colour and just fell in love with highlighters, so it made sense for that to be my first drop. I hadn't seen any other brand launch with a highlighter first, and it felt like a perfect fit for me. For the second drop, I wanted to tap into a more fun, whimsical side of me. I envisioned a cute, eye-catching sticker that people would actually want to use.
Can you share a sneak peek of what’s next for GLYF?
I can’t give l too much away, but let’s just say 2025 will bring some exciting additions to the GLYF family— something you can effortlessly toss on and lock in for your look ;)
What is one beauty trend you’ve been obsessed with lately?
For the winter season, I’m really into that cold blush look—I'm obsessed with applying blush all over my face. Just have to be careful not to go overboard though, don’t want to end up looking like a clown!
What is the one product you would recommend to start with GLYF?
Definitely the Illuétte Highlighter Palette. It’s the heart of the brand and what sparked my passion to create it. I’d say start with that.
Do you have a message to all your Singaporean fans?
Thank you so much for welcoming GLYF with open arms! I can’t wait for you to experience the brand and make it a part of your unique beauty journey. Stay tuned and keep us updated on what your adventure has been like so far. We’d love to evolve alongside you as a brand and continue supporting every individual on their own path.
GLYF is currently available online at ZALORA for those residing in Singapore and Malaysia.
