2025.02.13

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

#Fukurena

#CipiCipi

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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.

PROFILE

Fukurena

YouTuber, CipiCipi Brand Producer

Fukurena has gained immense support from young women in their teens to twenties by revealing her makeup process from bare skin and sharing her natural self. As the brand producer of CipiCipi, she aims to create cosmetic items that gain the favor of girls who want to be "even cuter!" She is actively expanding her activities beyond YouTube into various arenas.
YouTube Instagram

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.