Cumulative Sales of 5 Million Units! Unveiling the "Actress Mist" from the Korean Skincare Brand "groundplan"

In Korea, often dubbed a beauty powerhouse, there is a beauty mist that has sold over 5 million units.

Spread by word-of-mouth and beloved by celebrities, it's known in Korea as the "Actress Mist"—the beauty mist from groundplan.

This July, groundplan made its debut in Japan. We talked to Jingyi Chen, a director at Caetus Technology, who is overseeing its expansion in Japan, to understand why this brand has garnered such support in Korea.

Can you tell us about the origin of the brand?

The founder, Yun Kyung Kim (hereafter referred to as Kim), originally ran an apparel business, but due to her busy schedule, she often experienced health issues and skin problems. Upon becoming pregnant, she sought out safe cosmetics she could use and began development after consulting with researchers.

During the development process, she gave birth, and since her child also had sensitive skin, she aimed to make the product even safer for both herself and her child. This resulted in the birth of the beauty mist in 2014 after numerous improvements.