Unleashia

Unleashia is a South Korean makeup brand founded in 2019 and based in the Yongsan-gu district of Seoul [1]. It is a vegan, PETA-certified color-cosmetics label built around glitter and high-shine looks, and is operated by Rare Atelier Co., Ltd [1]. The brand's name fuses "unleash" and "utopia" — describing, in the company's telling, a space that dissolves the line between reality and ideals, where customers can express their authentic selves. Since its launch it has spread largely through social media, gaining traction with TikTok users to the point that one K-beauty retailer described it as a "glitter hotspot."

The brand remains active: through 2024 and 2025 it continued expanding its face and cushion range, and its current homepage features recent products such as the ninth edition of its Glitterpedia palette [10].

Unleashia launched in South Korea in 2019 [5]. Its e-commerce license, registered in Seoul the same year, is consistent with that founding date. The company presents the name as a blend of "unleash," meaning to release reactions and emotions, and "utopia," a state of perfection [2]. The people behind the brand are not publicly named; Rare Atelier Co., Ltd lists Eunyoung Choi as its chief executive, though the company does not identify her as the brand's founder.

Unleashia works chiefly in makeup, spanning eye, lip and face categories. It is best known for glitter, and its signature item is the Glitterpedia Eye Palette, a multi-shade palette combining matte, shimmer and glitter finishes that has been released across several editions. Other recurring products include the Dazzle Lip Tints and the Get Loose Glitter Gel. More recently the brand extended into complexion products, with a cushion foundation line reviewed and sold internationally in 2024 and 2025 [10].

The company frames itself as a "festival-attitude" vegan beauty brand, treating makeup as personal enjoyment and self-expression rather than a fixed standard. A retailer description summarizes its aim as "encouraging individuals to express their true, colorful selves beyond societal beauty norms" [6]. Unleashia organizes its stated values around three ideas it calls Self-Driven Satisfaction, Glocal Individualism and Setting Culture [2]. Its mission, as worded on the brand site, is that its sparkles let everyday life be enjoyed "like a joyful festival," summarized in the tagline "Be Dazzle in Unleashia!"

Unleashia describes itself as vegan and cruelty-free, and is registered with PETA [5]. According to the company and its retailers, its makeup is formulated without parabens, sulfates or phthalates. A distinctive claim concerns its glitter: the brand says it uses biodegradable glitter extracted from regenerated pulp for its eye products, alongside eco-friendly packaging, and states a longer-term goal it labels "Completely Eco."

The brand's reputation has grown mainly through social media and independent K-beauty reviewers, who have repeatedly cited the Glitterpedia Eye Palette as a viral favorite [5][7]. Its own press board lists coverage in the Korean editions of magazines including Vogue, Allure, Marie Claire and W, all dated to 2020 [3]. No dedicated coverage from major United States beauty publications was found; documentation of the brand is concentrated in Korean magazine editions, K-beauty retailers and niche review blogs.

Unleashia sells through a range of international K-beauty channels rather than a single retailer, including Amazon, YesStyle and Stylevana [7]. Its products are manufactured in South Korea [8].

Unleashia is an active, independently operating brand. While the press and project boards on its storefront have not been updated since 2020, product activity has continued: new complexion products appeared through 2024 and 2025, and the current homepage promotes recent launches [10]. It continues to be distributed internationally through K-beauty retailers.