First makeup brand targets consumers in their 20s and 30s

Yu Hye-won involved in planning and product development throughout

Lineup expansion to follow debut of 'Tone-Up-Dation'

A promotional image for MUSEOL, a makeup brand launched through a collaboration between Daily Labs and influencer Yu Hye-won [Daily Labs]
A promotional image for MUSEOL, a makeup brand launched through a collaboration between Daily Labs and influencer Yu Hye-won [Daily Labs]

K-beauty company Daily Labs officially launched its first dedicated makeup brand, MUSEOL, on Friday in partnership with influencer Yu Hye-won, who has 500,000 followers.

MUSEOL is built around Yu's beauty expertise and aesthetic sensibility. Yu serves as creative director and was directly involved in every stage of the process — from planning and product development to establishing the brand concept. The brand aims to reflect the needs and makeup lifestyles of consumers in their 20s and 30s.

The flagship product unveiled Friday is the Skinlike Tone-Up-Dation. Kolmar Korea, a global cosmetics manufacturer, handles production, ensuring strong technical quality and a polished final product. The formula combines the lightweight application of a tone-up cream with the coverage of a foundation to deliver what the brand calls a "transparent-cover complexion."

A key feature is its balance of a dry, powdery finish on the surface with moisture underneath. Clinical trials verified its effectiveness in covering pores (53.63 percent) and blemishes (83.52 percent), as well as improving skin hydration immediately after application (44.29 percent). The product also carries triple functional certification for UV protection (SPF30 PA++), skin brightening and wrinkle improvement, and has completed 14 safety tests — including non-comedogenic and sensitive-skin irritation tests — along with vegan certification.

Daily Labs plans to expand its makeup lineup in earnest, starting with the Tone-Up-Dation. Under-eye and powder products set for release soon are being manufactured by Cosmax, which holds world-class production technology, ensuring high quality and finish.

"I wanted to address the shortcomings I had felt after encountering countless products over the years, and to create makeup that brings out the skin's natural look and health," Yu said.

Meanwhile, MUSEOL will run a series of launch promotions. Details are available on the brand's official online store and Instagram account.


spa@heraldcorp.com