FEEV

FEEV is a South Korean cosmetics brand launched in 2020 and based in Seoul [1]. It positions itself as a vegan beauty label that blends colour cosmetics with skincare, building products around what it calls a "healthy glow" rather than heavy coverage [5]. The brand is operated by a Seoul company whose name appears in Latin script in two forms — Sudmason Co., Ltd. and Third Mason Co., Ltd. — both transliterations of the same Korean corporate name, 주식회사 서드메이슨 [2].

The brand remains active. Its website carries current promotions, its Instagram account is in use, and its products are stocked by international K-beauty retailers across Europe and beyond.

FEEV was introduced in 2020 under the motto "The Beginning of a Radiant Vegan Life" [5]. According to retailer and editorial descriptions, it set out as a vegan brand combining natural, environmentally conscious ingredients with the functions of skincare.

The company behind it is registered in Seoul's Mapo district, at the Node Mason Building in Tojeong-ro, and its representative is listed as Gu Ja-poong (also romanised Japoong Ku) [2]. The corporate name is the subject of a small but persistent inconsistency: the brand's own site renders it both as Sudmason Co., Ltd. and as Third Mason Co., Ltd., each a Latin reading of the Korean 서드메이슨 [2]. The company's email domain is sudmason.com, which points to Sudmason as the form it uses in practice. The brand does not publicly name an individual founder.

FEEV describes itself as a "healthy vegan beauty brand" and frames its products around vibrant colour combined with the work of skincare. The company sums up this approach with the product naming convention "Hyper Beauty," and describes its line as "a new genre of skincare" [11]. In practice this means makeup formats — blushes, tints, cushions — built on high concentrations of what the brand calls essence, so that pigment is carried in a hydrating base rather than a dry one.

The label leans on the broader K-beauty preference for a dewy, luminous finish, and markets its products as buildable and customisable rather than full-coverage.

The brand's range is organised under the "Hyper-Fit" name. Its best-known item is the Hyper-Fit Color Serum, a liquid blush in a rectangular bottle that, according to the K-beauty boutique Pure Seoul, drew attention through Instagram feeds and became the brand's signature product [5]. Other items in the line include the Hyper-Fit Bare Cushion, an essence-heavy cushion foundation; the Hyper-Fit Glam Drop and Hyper-Fit Color Drop lip and cheek tints; and the Hyper-Fit Color Wear soft-matte mousse.

A recurring claim across the range is its high essence content: the company and its retailers cite figures such as 47 percent essence in the Color Serum and more than 75 percent in the Bare Cushion. The brand's signature active ingredient is betulin, derived from birch, which it sources from trees in Quebec, Canada [5]. One independent reviewer noted that FEEV presents this betulin as working "like Cica" to help calm irritation and redness [8]. The same review praised the lip balms for their smooth, light texture but found their colour pay-off weak and short-lived [8] — a mixed third-party verdict rather than a brand claim. Other ingredients the brand highlights include hyaluronic acid, squalane and olive oil.

Environmental sourcing is part of FEEV's stated identity. The company says it uses birch supplied through Quebec's environmental protection system and a local circular economy, and that all of its products are made in Korea. On the ethics side, the brand states that its products are certified by EVE Vegan, a French certifier, as well as by a Korean vegan certification, and that it excludes animal-derived ingredients and does not test on animals [5].

FEEV reports selling through domestic department stores and duty-free outlets in South Korea, alongside exports to roughly 30 countries — among them the United States, China, Australia, Germany, Hong Kong, Singapore and Malaysia [2]. In Europe it is carried by specialist K-beauty retailers, including outlets in the United Kingdom.

FEEV is an active brand. As of 2026 its official site was operating with a current first-purchase promotion, its Instagram account (@feev_official) remained in use, and its products were stocked by multiple international K-beauty retailers [1]. It sits within the wave of vegan, clean-positioned indie K-beauty brands that emerged from 2020 onward.