How Beauty YouTuber Fukurena Built a New Generation Cosmetic Brand that Captures the Hearts of Gen Z

With 1.85 million YouTube subscribers, Fukurena has received overwhelming support as a beauty YouTuber and launched the cosmetic brand "CipiCipi" at just 19 years old. Since its establishment in 2020, the brand, with its glitter products as its flagship items, has cultivated a passionate fanbase primarily among Gen Z consumers.

What stands out is the expansion of her influence. Despite being an influencer-produced brand, it has garnered support beyond a limited fanbase. This reflects the unwavering trust built upon the products' solid quality and design.

This time, we spoke with Fukurena about her journey from establishing the brand to the present and her future outlook.

The Turning Point of "Revealing My Bare Face"

Starting to upload makeup videos on YouTube in her late teens, Fukurena began her journey with a pure desire to create interesting content. However, her turning point came unexpectedly.

"You look like you might be a mess without makeup."

This comment from viewers became a trigger for a new challenge. She decided to intentionally reveal her bare face, and it gradually evolved into videos that detailed the makeup process.

"At that time, there was really no one showing their bare face on YouTube. I never thought this would become my strength," she reflects on that time.

In response to viewer requests, she began posting more detailed makeup tutorial videos. Her sincere approach and easy-to-understand explanations garnered significant support.

Recently, she has also focused on incorporating the concept of personal color, offering makeup methods that are more attuned to individual needs.

"Rather than chasing trends, I started to recognize the importance of personal color. I realized there isn't just one right answer; everyone has their own unique makeup style."

Her experience as a beauty YouTuber and her curiosity about makeup ultimately led her to the new challenge of launching her own cosmetic brand.

The Development Story of CipiCipi

The launch of "CipiCipi" began with an invitation from Rainmakers Co., Ltd., the current distributor. The approach was to create products together, with the intent to launch them if both parties agreed that they created something good.

However, during the early stages of development, they faced various challenges, such as adapting to changing trends and adjusting colors for the Japanese market.

"Cosmetics go through trends so rapidly. The quick pace of change means we have to decide whether to go with Korean or Japanese manufacturing, the size of the glitter particles, and if we are targeting mass appeal or staying true to what we genuinely think is cute. At first, I didn't know what the right answers were."

After much trial and error, they created the brand's representative product, the "Glitter Illumination Liner."

The commitment of this glitter liner is to increase the adherence of the glitter without disrupting the eyeshadow on the lower eyelid, which gained support from many users.

During the development of lip products that followed, she did not forget her meticulous considerations.

"I aimed for a product that doesn’t easily come off, has a great texture, and is easy to use. As someone whose lips tend to be rough, I ensured that was reflected in the final product."

Product Development & Branding Strategies that Capture the Hearts of Gen Z

In product development, she emphasizes quickly catching up with the latest trends in Korean cosmetics while optimizing them for the Japanese market.

"Korean cosmetics can sometimes be too pigmented or too watery, so I adjust the concentration so that they feel suitable for Japanese customers right from the first touch.

"Trends always travel from Korea to Japan, so I am constantly thinking about how to make these cosmetic items user-friendly for the Japanese audience."

The key to maintaining support lies in thorough market research.

"As someone who loves cosmetics, I research various products, follow cosmetic enthusiasts on social media, and buy what’s trending to try it out myself. It's important for me to use them for an extended period and test them thoroughly according to my own standards," she shares about her curiosity in product development.

Additionally, she meticulously analyzes the makeup trends of her main target, Generation Z. The current makeup tendencies of Generation Z are described as having clear priorities.

"First, there are trending makeup styles on TikTok and YouTube Shorts, and next, makeup that emphasizes personal color or covers one’s complexions is essential. There’s a fundamental desire to embrace trends while also valuing individuality," she expresses.

What sets CipiCipi apart is how the brand has expanded. Despite being an influencer-produced cosmetic line, the strategy consciously avoids positioning herself as the face of the brand.

"When we launched the brand, I was very conflicted about whether to appear as a model myself. In many cases with other influencers, appearing in advertisements builds familiarity, but that inadvertently strengthens the image of being 'cosmetics for fans'.

So, I decided to ask those who could convey the quality of the products through their visual appeal to model for us." This approach remained unchanged when they chose TWICE's Chaeyoung as the brand's image model.

"While actively serving as a model is one strategy, I wanted to avoid the impression that it’s too strongly a 'produced brand'. I strive to achieve a balanced approach.

It’s not about being chosen because they are my fan, but about genuinely being drawn to the product's charm. That's the kind of cosmetics brand we're aiming for."

A cosmetics brand that more people can use

This year, the fifth since the brand's inception, CipiCipi aims for further evolution. Fukurena has a clear vision for future developments.

"Currently, we don’t have enough products to create a full makeup look, so I want to introduce items like primers and color correctors that we haven’t released yet," she shares, showing enthusiasm for the development of the third and fourth flagship products following the glitter eyeshadows and foundations that have become the face of the brand. On February 14, the new product "CipiCipi Dewy Film Tint 102 Ruby Queen" will be released, highlighting her commitment to offering more ways for Generation Z to enjoy cosmetics.

"While trends are central, you can be equally cute with makeup that covers imperfections. I want to propose ways to flexibly incorporate trends without being trapped by the notion that you can't achieve the current trendy makeup.

"Right now, there are countless makeup tutorial videos on social media. There’s definitely a method and makeup item that suits everyone, so I hope people will explore makeup using CipiCipi and various other items," she encourages.

Furthermore, the brand plans to continue its commitment to balancing product quality with design aesthetics.

"I want CipiCipi to be a cosmetics brand that can create new items that can be used by many more people," she expressed her aspirations for further growth.