Is JiYu a Korean Brand? What the Facts Say

Is JIYU a Korean Brand? What the Facts Say

JIYU keeps showing up in "Korean skincare" hauls on TikTok — and so does the question: Is JiYu a Korean Brand? The short answer is "it depends what you mean by Korean." Below, we break down where JIYU is made, who owns it, and why a new CEO appointment in 2026 changed the conversation.

What does JIYU claim?

JIYU markets itself as a Korean skincare brand for the US market, built around two hero products: its Renewal & Rejuvenation Toner Pads and an Anti-Aging Moisturizing Cream powered by NAD+. In March 2026, the brand raised $6.5 million in growth capital and said it was tracking toward $70 million in 2026 revenue (a figure later revised to a projected $100 million+ in its July announcement). It sells mainly through Amazon and TikTok Shop.

Is JIYU made in Korea?

On the product side, yes. Every JIYU formula is developed, tested, and manufactured in South Korea through partnerships with leading Korean manufacturers, then shipped to the US with no Western reformulation or repackaging. The company is headquartered in Seoul's Gangnam district and keeps its product-development team inside Korea's manufacturing ecosystem.

Here's the quick breakdown:

Why do people doubt JIYU's Korean identity?

The skepticism isn't about the factories — it's about ownership and origin. JIYU was built by US-based founders (co-founder Jen Chierotti among them) for Western consumers, and it runs its commercial operation out of Miami and Denver. That "American-led, Korean-made" structure is why some online voices call it "Korean cosplay," and why a YouTube video asked whether it's "the fakest skincare brand on TikTok."

The core tension comes down to three different meanings of "Korean":

Where it's made — JIYU qualifies cleanly (formulated and produced in Korea).

Who owns and builds it — it started as a US-founded company.

Who it's for — it was designed for Western shoppers first.

Most people mean all three at once, which is why a brand can be Korean-made and still spark an authenticity debate.

Does a Korean CEO change the answer?

It shifts it. On July 1, 2026, JIYU named Sora Lee as co-founder and CEO. Lee is a Korean-born executive who led marketing at Netflix, Meta, and TikTok before founding the Kurated Agency in 2024, where she helped scale major Korean beauty brands in the US. She also brings a community of 700,000+ followers in Korean beauty. The move puts Korean leadership at the top of the company — not just in its supply chain.

It also lands in a booming market: US imports of Korean beauty rose more than 40% year over year in Q1 2026, making the US the world's top K-beauty market. (You can browse verified Korean brands on SEOUL4PM's brand directory.)

So, is JIYU a Korean brand?

Made in Korea: yes

Founded by Koreans: no — built by US founders for the Western market

Led by a Korean, as of 2026: yes

If your definition is about formulation and manufacturing, JIYU delivers the real thing. If it's about heritage and ownership, it's more complicated — though less so than a year ago.

JIYU FAQ

Is JIYU manufactured in Korea?
Yes. All formulas are developed and produced in South Korea through partner manufacturers, then shipped without reformulation.

Who owns JIYU?
It was founded by a US-based team and is headquartered in Seoul, with US offices in Miami and Denver. Korean-born Sora Lee became co-founder and CEO in July 2026.

Where can I buy authentic JIYU?
Through its official Amazon and TikTok Shop stores and jiyuskin.com; the brand warns about counterfeit listings.

How big is JIYU?
It raised $6.5M in 2026 and projects $70–100M+ in annual revenue for the year (company projections).