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The Korea Times

By Park Jin-hai
Park Mak-rye, 77, a popular YouTuber with 1.16 million subscribers, is launching a beauty brand under her own name.
Also known as @korea_grandma, she is the latest in a growing number of celebrities, YouTubers and influencers venturing into the cosmetics industry, leveraging their influence to launch their own beauty brands.
Created in collaboration with global cosmetics giant Cosmax, Reii Reii is a skincare brand inspired by the beauty wisdom of Park and designed specifically for younger generations.

The brand features traditional Korean ingredients such as rice water and acorn powder, which Park has shared as her personal skin care secrets on social media. According to W Concept, a fashion platform, Reii Reii will be sold exclusively through its site.
In a promotional video, Park said: “Do you know how young and beautiful you are right now? The first gift I want to give you is ‘loving yourself’.”
She continued: “When I was young, I thought I was so ugly, and then I turned 70. I regret not loving myself enough. The first priority is yourself. You should also practise patting yourself on the back. Mak-rye, good job.”
Reii Reii consists of products including Gold Rice Energy Care Essence, Gold Rice Energy Cream and Acorn Jelly Cool Down Patch.
Regarding the cosmetics, she says: “I used to make face masks with rice water and acorns, and my fans seemed to enjoy it.” She revealed that she developed the cosmetics with Cosmax and even conducted sample tests herself.

“We decided to sell the brand exclusively because the values that Park Mak-rye wants to convey through her beauty brand match the demands of our core 20- to 30-year-old customers,” said an official of W Concept.
Many celebrities, YouTubers and influencers have been making inroads into the cosmetics industry. Cho Min, the influencer daughter of former South Korean justice minister Cho Kuk, recently announced the launch of her skincare brand, Cerolabs.
Intended as a “clean beauty” brand, all its products are cruelty-free and the company plans to minimise its environmental impact through eco-friendly packaging.
Singer Hong Jin-young has also transformed into a cosmetics company chief executive. Impoten, the cosmetics company she leads, is preparing for a stock market listing in 2026.

K-pop singer Jeon So-mi launched make-up brand Glyf in April 2024. The 23-year-old star is known to have been deeply involved in every aspect of launching her brand, from product development to website design.
The industry attributes the surge in celebrity-backed cosmetics brands to the rising popularity of K-beauty, fuelled by hallyu, or the Korean wave.
“With the availability of [original design manufacturers], anyone can easily create a beauty brand, leading to a wave of celebrities entering the cosmetics market,” an official of a cosmetics company said.
Read the full story at The Korea Times.


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Reii Reii, beauty brand by 77-year-old YouTuber, is about ‘loving yourself’, says founder

Park Mak-rye, 77, a popular YouTuber with 1.16 million subscribers, is launching a beauty brand under her own name. Photo: Instagram/korea_grandma

Park Mak-rye is the latest in a growing number of celebrities, YouTubers and influencers venturing into the cosmetics industry. Photo: AP

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Jeon So-mi is known to have been deeply involved in every aspect of launching Glyf. Photo: Interscope Records

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Fashion & Beauty

‘Do you know how young and beautiful you are right now?’ Reii Reii founder Park Mak-rye on her beauty brand, learning to love herself


‘Do you know how young and beautiful you are right now?’ Reii Reii founder Park Mak-rye on her beauty brand, learning to love herself.


Skincare

South Korean celebrities

Korea Times

YouTube and YouTubers

Reii Reii, beauty brand by 77-year-old YouTuber, is about ‘loving yourself’, says founder

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}‘Do you know how young and beautiful you are right now?’ Reii Reii founder Park Mak-rye on her beauty brand, learning to love herself

‘Do you know how young and beautiful you are right now?’ Reii Reii founder Park Mak-rye on her beauty brand, learning to love herself