Petitfee

Petitfee is a South Korean skincare brand best known for hydrogel eye patches and masks. It is owned and produced by NS Retail Co., Ltd., a cosmetics company based in Seoul, and takes its name from the French petit fée, meaning "little fairy" [1][6]. The brand sits in the affordable, indie end of the K-beauty market and remains active, with a live e-commerce site and a current product lineup as of 2026 [1].

Most sources date the brand to 2007, when NS Retail Co., Ltd. began producing eye patches in South Korea [6]. One corporate database, Tracxn, records a founding year of 2013 instead [9]; this most likely reflects a later legal-entity registration rather than the brand's launch, since several independent K-beauty retailers consistently cite 2007.

According to the company, the name Petitfee draws on the imagery of "forests with clear spring water, where small fairies live," and the stated aim is to make skin "as pure and clean as a fairy's skin" [4]. This fairy-tale framing runs through the brand's positioning, which centres on hydrogel-based products described as targeting wrinkles, sensitive skin and dryness. The parent company, NS Retail Co., Ltd., is registered in the Mapo-gu district of Seoul; its owner is listed as Yoonchang Lee [1].

Petitfee is one of two consumer brands operated by NS Retail Co., Ltd. The other is Koelf, a name the company describes as combining "Korea" and "Elf." NS Retail presents both as premium home-skincare lines and states that it exports them to around 30 countries [6]. The two brands are frequently sold and marketed together, and both maintain separate global Instagram accounts.

The brand positions itself around what it calls "high-efficiency, nature-oriented cosmetics so that the skin can develop its natural strength" [4]. In practice this translates into a focus on hydrogel — a water-based, jelly-like material that the company says delivers moisture and active ingredients into the skin. Petitfee's tagline, "From the freshness and cleanliness of nature," reinforces the same natural, restorative theme. Pricing places it in the accessible indie tier of the K-beauty market rather than the prestige segment.

Hydrogel patches and masks are the core of the range, and the eye-patch collection is the brand's signature category. Recurring hero ingredients across the line include 24-karat gold, black pearl, snail secretion filtrate, collagen, CoQ10 and EGF, formulated into individual patch and mask products [7]. Well-known items include the Black Pearl & Gold Hydrogel Eye Patch, the Gold Hydrogel Eye Patch, the Gold & Snail Hydrogel Eye Patch, the Collagen & CoQ10 Hydrogel Eye Patch and the Aura Quartz Hydrogel Eye Mask. Beyond eye care, the catalogue extends to sheet masks, cleansers such as a β-glucan enzyme powder wash, and hand and foot treatments. All Petitfee products are described as made in Korea [6].

Petitfee has not been widely covered by major beauty press; the identifiable coverage comes from K-beauty retail and specialist blogs rather than mainstream titles. The retailer YesStyle featured the brand in a 2020 "Brand Spotlight" and reviewed its Cacao hydrogel masks in 2021. The Black Pearl & Gold and Gold Hydrogel eye patches have been reviewed repeatedly across K-beauty editorial blogs over several years and are among the brand's most-reviewed products on retailers such as Amazon and iHerb [12][13].

The brand is active. Its e-commerce site remains live with a current product lineup — including the Aura Quartz masks, a Beautifying Pore Pad and the β-glucan enzyme powder wash — and NS Retail continues to co-market Petitfee alongside its sister brand Koelf [1]. Distribution spans Europe, North America and Asia through K-beauty retailers, in addition to the brand's own online store.