BRMUD

BRMUD is a South Korean skincare brand built around Boryeong mud, a mineral-rich sediment from the country's west coast that the company describes as "Korea's No.1 mud" [2]. Despite a name that some shoppers read as Brazilian, the brand and its hero ingredient are Korean: the mud is drawn from the coastal region of Boryeong, the town known for its annual Boryeong Mud Festival [8]. BRMUD frames itself as a brand that pairs a traditional natural material with modern processing, and it sells under the tagline "Mineral Mud Your Skin's Been Waiting For."

The brand operates across several markets. Its origin and manufacturing are in Korea, while its US-facing operation, "BRMUD US Official," is based in Los Angeles and runs the brmudus.com storefront [4]. The Korean side is the brand's home and the source of the mud; the Los Angeles entity is the retail front for the US market rather than the company's place of origin.

According to editorial coverage, BRMUD was founded by a native of Boryeong who built the line around the mud of the surrounding flats [9]. The company traces the material to the interaction of fresh and sea water along South Korea's coast, where mineral-rich sediment forms over long periods from decomposing marine organisms and soil deposits. That sourcing story is central to the brand's identity, and BRMUD presents the mud as both a regional product and the active core of its formulas.

BRMUD positions itself as authentic K-beauty, merging a natural ingredient with what it calls modern skincare technology to bring spa-style results to home use. The company's stated philosophy centres on sustainability and ethics, summarised on its site as "Sustainably sourced, cruelty-free, and made in Korea" [2]. It markets its formulas as paraben-free and sulfate-free, free from artificial fragrances and harsh irritants, and describes them as "91.8% natural" and dermatologist-tested. The brand also says it uses recyclable packaging and ethically sourced ingredients.

The line spans skincare, body and hair care, with masks and cleansers as the core. Featured products include the Relief Mud Mask, the Pack to Foam Cleanser, the Deep Melting Mud Pore Cleansing Oil and the Relief Mud Scrub Daily Body Wash. Its most prominent product is the Recovery Mud Mask, which the brand says contains 30% Boryeong mud powder [7].

Two proprietary processes underpin the products. The company describes a "Nano Tech" step that grinds the mud to particles it claims are "1/40 the size of flour," intended to let the mud reach into pores, and a "Vanish Tech" step that turns the material into a cream meant to spread smoothly and rinse clean [2]. Before formulation, BRMUD says the raw mud is collected, washed, purified, ground and sterilised, then tested over a period of about 290 days for heavy metals and steroids [3]. The brand attributes a range of benefits to the mud, including oil balancing, smoother texture and stronger skin barrier function.

BRMUD was named "Best K-Mud Skincare Brand in Korea 2025" by the Evergreen Awards, which cited the brand's role in K-beauty [10]. In November 2024, press coverage reported that rapper Cardi B endorsed the brand's Recovery Mud Clay Mask, described in that coverage as "viral" [11]. The brand has also drawn on entertainment and gaming partnerships: it works with the K-pop group ATEEZ as ambassadors and released a "CLEANZ" special-edition collaboration with them [8], and it announced a partnership with the esports organisation FlyQuest. Timid Magazine reviewed the ATEEZ collaboration trio, reporting that the products "thoroughly cleaned" the skin and left it "feeling tightened," while noting some dryness and that the reviewer "never fully achieved that glow" [8].

BRMUD sells through multiple channels and has expanded beyond Korea. Aggregated retailer information records distribution in the United States — including Costco, Ulta Beauty and Amazon — as well as entry into the Japanese market [7]. Pricing places the brand in the affordable, accessible segment of K-beauty.

BRMUD is an active brand. Its most recent visible activity includes the 2025 Evergreen Awards recognition, the 2024 Cardi B endorsement, and ongoing collaborations with ATEEZ and FlyQuest. It maintains a dedicated US storefront and active social accounts under the @brmud_us handle across Instagram, TikTok and Facebook.