On June 11, the S Factory in Seongsu-dong, Seoul, transformed into a refreshing marine sanctuary for the launch of Taekwang Group's new beauty brand, Safin. The pop-up store, named "Marine Sanctuary," celebrated the debut of the brand under SIL, Taekwang's newly established beauty subsidiary.
Kim Jin-sook, CEO of SIL, expressed a mix of excitement and nervousness as she guided visitors through the pop-up. "This is our first opportunity to introduce the brand to the public, and it feels like a celebration," she said with a bright smile.
Safin's standout feature is its use of "Reverse Marine™" ingredients. Unlike many beauty brands that rely on imported Western ingredients, Safin draws inspiration from Korea's unique geographic position, surrounded by the sea.
The brand combines premium deep-sea water sourced from 605 meters below the East Sea, clean kelp from the South Sea, and sea silt from the West Sea to create a proprietary complex. Kelp is rich in minerals, plant-based proteins, and omega-3 fatty acids.
Kim explained, "We shifted our mindset away from the notion that foreign ingredients are superior. By blending unique components from Korea's seas, we have developed a distinctive formula that sets Safin apart from competitors."
The primary target audience for Safin is women in their 30s and 40s. Kim noted that these women are often at the peak of their careers or balancing busy lives with parenting, leading to a deep understanding of their lifestyle needs.
"Women in their 30s and 40s are experienced consumers who have used cosmetics for a long time," Kim said. "They seek products that are easy to use and effective, but there are not many brands that meet both needs while targeting this age group effectively."
This philosophy is reflected in the product lineup. The "Skin Reverse Aging Zone Care Patch" (three types) offers convenience for on-the-go use, while the "Skin Reverse Ampoule" (three types) features unique star-shaped packaging that can be used alone or mixed with existing skincare products.
SIL was established as part of Taekwang Industrial's 1.5 trillion won ($1.3 billion) new business initiative. The name "SIL" carries a dual meaning, representing both the thread that connects individual brands and the space that seeks product excellence and sensory experiences.
Currently, Safin is building its distribution network primarily through online channels, including its own website and Naver Smart Store, with plans to gradually expand into offline retail.
Kim emphasized, "Our short-term goal is to establish Safin as a brand that stands out and is easily remembered by consumers in a crowded market."
The Safin pop-up store will be open from June 12 to June 20 on the first floor of S Factory Live. It will feature immersive brand zones, product experiences, and interactive content such as candle-making, photo zones, and games. The store will be open daily from noon to 8 p.m.
* This article has been translated by AI.
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