# Beplain ## Facts | | | |---|---| | Founded | 2018 | | Origin | South Korea | | Headquarters | Seoul | | Status | Active | | Website | https://beplainglobal.com/ | Beplain is a South Korean skincare brand that positions itself as fragrance-free, genderless clean beauty for sensitive skin, built around transparent ingredient lists and reinterpreted traditional Korean botanicals. The company describes its work as combining "the power of traditional ingredients with cutting-edge science," with mung bean, matcha catechin, chamomile and centella asiatica (cica) recurring across its lineup. The brand is owned by Moments Company, a Seoul-based affiliate of Birdview, the operator of the Korean beauty-review app Hwahae [3]. The brand sells through multiple channels: it runs a global direct-to-consumer store at beplainglobal.com, is stocked in Korea via Olive Young and Hwahae. ## Origin and founders Sources disagree on Beplain's founding year. The K-beauty specialist Hey K-Beauty dates the brand to 2018 [3], while the editorial outlet AmoreCosmetics records it as "a Korean beauty brand that was founded in 2019" [6]; the two figures plausibly distinguish a corporate founding from a retail-market launch. The brand's own About and homepage pages do not state a founding year, and the names of its founders are not publicly recorded in the available sources. According to the company, the name "Beplain" is meant to convey a "plain (general) feeling" intended to span generations and genders, with a representative stating that "genderless and clean beauty are our key strategies" [3]. The first products — the Greenful pH-Balanced Cleansing Foam and the Cicaful Ampoule — were developed from customer insights gathered through Hwahae, which Beplain describes as having an exclusive partnership with the platform. ## Philosophy and positioning Beplain frames its products as gentle but effective, aimed at sensitive and barrier-compromised skin. Its stated mission is to "solve skin concerns and inspire confidence by reinterpreting traditional ingredients with a modern twist," and its tagline is "From nature, back to nature." The company says everything for the skin "should be stress-free," and emphasises fragrance-free formulation, transparent ingredients and sustainable packaging across its marketing. The retailer-editorial site Skinorea characterises Beplain as having "pioneered the clean beauty movement in Korea" [4]. The brand sits in the indie, ingredient-led tier of K-beauty, with messaging directed at consumers who scrutinise formulas and prefer gender-neutral products. ## Products and innovation Beplain organises its range partly by hero ingredient, with collections built around mung bean and matcha catechin, alongside milk ceramide, niacinamide (cited at 5%) and peptides. Several products lead with high concentrations of a single botanical: the Cicaful Ampoule is described as containing 84% centella asiatica extract with chamomile and rice ferment filtrate, the Chamomile pH-Balanced Toner as 80.6% French chamomile extract at a low pH of 5.5, and the pH-Balanced Cleansing Foam as containing 33% mung bean extract [3]. Two products account for much of the brand's domestic recognition. The Cicaful Ampoule reportedly ranked first in Hwahae's essence/serum/ampoule category for several months and placed second in the 2019 Hwahae Beauty Awards; the cleansing foam was ranked the top cleansing foam on both Hwahae and Olive Young [3]. Skinorea states the mung bean line has "won over 20 beauty awards across major platforms in Korea" [4]. ## Sustainability and ethics The brand presents environmental coexistence as a core value, stating it is "committed to coexistence and balance, living in harmony with all life on Earth." Reported sustainability measures include reef-safe sunscreens and box packaging made from sugarcane bagasse, a biodegradable material, to reduce plastic use [4]. AmoreCosmetics reports that Beplain avoids artificial perfumes and keeps "more than 20 allergens" out of its products. The brand's cruelty-free and vegan positioning is partly contested. AmoreCosmetics states Beplain has "banned animal testing from their production process" [6], but the ethics review ConsciousBunny describes it as "currently unclear whether or not Beplain is truly cruelty-free," noting the brand holds no organisational certification [5]. AmoreCosmetics also observed that the company removed references to "vegan" from its social media. ConsciousBunny nonetheless describes the products as "100% vegan," reports that the Cicaterol series specifically is "100% EVE vegan-certified," and states the products are manufactured in South Korea. ## Business and milestones Beplain is operated by Moments Company, an affiliate of Birdview, which owns and runs the Hwahae review app — a platform Skinorea describes as having over 10 million active users [4]. Hey K-Beauty reports that the brand recorded annual revenue of about 2.3 million US dollars in 2019, with roughly 10% drawn from overseas markets including the United States, China, Japan and Singapore [3]. ## Current status Beplain is active. It operates a live global direct-to-consumer site shipping to a set of US states and through Amazon, maintains Instagram (@beplain_global) and TikTok (@beplain.us) accounts, and is distributed across Korea and the US. ## Sources 3. (T3) https://heykbeauty.com/brand-deep-dive-beplain/ 4. (T3) https://skinorea.com/en/collections/beplain 5. (T3) https://consciousbunny.com/is-beplain-cruelty-free/ 6. (T3) https://amorecosmetics.ca/blogs/news/beplain-skincare-korean-clean-beauty-brand --- Glowpedia · · Published 2026-07-20 · Updated 2026-07-28 Please cite with a link to the article URL.