Be The Skin

Be The Skin is a South Korean skincare brand founded in 2009 [2]. It was developed by Sung Joon-Jae under the parent company Saeng Green, which has been described as one of the first natural Korean beauty houses [3]. The brand built its identity around a naturalist idea it calls "Natural & Clean Energy," aiming to soothe sensitive skin with plant-derived ingredients while drawing on both Eastern and Western skincare traditions.

The brand remains active. It sells directly through a US storefront, has continued to launch new product lines through 2024 and 2025, and reaches customers across Asia, Europe and North America through K-beauty retailers.

Be The Skin dates its beginnings to 2009 and a "naturalist concept, rooted in the philosophy of creating harmony between humans and nature," according to the company [2]. Its founder, Sung Joon-Jae, set out to "combine powerful Asian herbs and Western botanicals to create beautiful never-before-seen formulas" [3]. That pairing of herbal traditions with a focus on sensitive skin became the through-line of the brand's later product lines.

In its early years the company operated quietly. A profile by its later US partner described it as an "insider brand" favored by skincare enthusiasts, one that prioritized formula quality over marketing visibility [3].

The brand expanded beyond Korea in 2014, entering the United States through the retailer Peach & Lily [2]. The two companies' accounts of that partnership differ slightly in timing: Peach & Lily's founder, Alicia Yoon, has said she discovered Be The Skin while researching Korean skincare in 2012 and pursued a partnership over several months of meetings before the founder agreed [3]. The brand's own milestone list marks 2014 as the point of formal US market entry.

Further expansion followed. In 2018 the company launched MUEN by Betheskin, a line aimed at Southeast Asian consumers. It introduced its BHA+ line in 2021, and expanded its Vitavita line and added a Bakuchiol line across 2024 and 2025 [2].

Be The Skin's parent company is Saeng Green, a Korean natural-beauty firm [3]. No acquisition history is documented.

The company frames its work around what it calls "Natural & Clean Energy" and "beauty with a conscience," describing an approach that tries to align skincare with natural conditions rather than mask irritation [2]. It presents itself, in its own words, as pursuing "Natural & Clean Oriented Beauty," with an emphasis on sensitive-skin formulas and on blending what it describes as Eastern and Western skincare philosophies.

Commercially, the brand sits in the independent K-beauty segment, sold through its own direct storefront alongside specialist K-beauty retailers rather than as a mass-market label.

Be The Skin organizes its range into named lines. Its BHA+ line is built around a nature-derived BHA extracted from white willow bark, which the company positions for keeping sensitive skin clear [1]. The Vitavita line centers on raspberry PDRN products such as the Vitavita Raspberry PDRN Ampoule, while the Bakuchiol line includes a Vegan Retinal Bakuchiol Serum marketed as a gentler, plant-based alternative to retinol.

Earlier signature products included two toners highlighted in customer accounts: the Botanical Nutrition Power Toner, noted for calming redness, and the Botanical Pore Toner, associated with reducing oiliness [3]. Across these lines the brand leans on ingredients drawn from its herbal-and-botanical premise, and states a naturalist, environmentally minded formulation approach, though it publishes no specific measurable sustainability targets.

Be The Skin is an active brand. It operates a US direct-to-consumer storefront carrying recent reviews, and its most recent product-line expansions date to 2024 and 2025 [1]. Alongside its Korean home market and its MUEN sub-brand for Southeast Asia, its products are distributed through K-beauty retailers in the United States, Europe and Asia.