K-pop sensation Jeon Somi has officially launched her beauty brand, GLYF, in Malaysia, partnering with Zalora to bring her unique vision to fans. Known for her bold, colourful style and unapologetic individuality, Somi has poured her personality into every detail of GLYF, creating products that are as expressive as her music. In an exclusive interview, Somi shares the inspiration behind her brand, the challenges of bringing her vision to life, and what GLYF truly means to her.

For Somi, the launch of GLYF is a dream realized. “It’s like my own playground,” she says, describing the creative freedom she’s experienced in building the brand. “I could be unique. I could be creative. And our team really brought my vision to life.” This sense of joy and experimentation is infused into GLYF’s DNA, making it a brand that invites everyone to embrace their individuality.

Aesthetic Inspiration: Fun Meets Precision

GLYF’s playful aesthetic is a reflection of Somi’s personal style—vibrant yet polished. “I like color, I like being fun,” she explains. “But I don’t like it to look like a disaster. It needs to look sharp and clean.” This philosophy is evident in the brand’s signature chrome accents, which add a sleek, modern touch to its otherwise whimsical designs. “I love using chrome colors—they make everything better, giving it a clean, finished look.”

The Illuete Highlighter Palette: A Star Performer

One of GLYF’s debut products, the Illuete Highlighter Palette, is already making waves on TikTok and beyond. Known for its innovative color story, the palette is a reflection of Somi’s on-stage persona. “When you’re on stage, the highlighter has to be brighter than the spotlight,” she notes. “I was very specific about the beamingness.”

Developing the palette, however, wasn’t without its challenges. “I was so stressed,” Somi admits, laughing. “I knew exactly what I wanted, but I didn’t know anything about how to build a makeup brand. We went back and forth with the factory, trying to find the right pigment, the right size of glitter, and the perfect shades.” The result is a standout palette featuring a bold blue highlighter—one of Somi’s personal favorites. “I’ve never seen a blue highlighter before, so I had a lot of fun creating that shade.”

The Hydrocolloid People Patches: Turning Imperfections into Art

Another standout from GLYF’s launch is the Hydrocolloid People Patches, which transform blemish care into a fashion statement. The patches feature quirky designs, including cherries and hearts, inspired by Somi’s doodles. “I always draw a lot, and I thought, why not turn my drawings into pimple patches?” she says. “Instead of hiding blemishes, these patches make them cute. It’s about owning it and having fun.”

Embracing Unique “Glyphs” in Beauty

At the heart of GLYF is the idea of embracing one’s unique “glyphs,” or personal symbols of self-expression. For Somi, this concept is deeply personal. “I’ve always had a mix of cultures in me, but I didn’t feel like I fully belonged to one,” she shares. “Making my own language and finding my own way was a struggle, but it taught me to be brave and confident in what I believe is right.”

Through GLYF, Somi hopes to inspire others to do the same. “It’s about creating your own language, your own story. That’s the strongest thing you can do.”

What’s Next for GLYF?

While Somi remains tight-lipped about upcoming launches, she hints that there’s more to come. “We’re always exploring new ideas,” she teases. Fans can expect GLYF to continue pushing boundaries with innovative products that celebrate individuality.

For those trying GLYF for the first time, Somi offers this advice: “Be brave and have fun with it. Beauty is about expressing yourself, so don’t be afraid to try something new.”

GLYF’s arrival in Malaysia marks an exciting new chapter for Jeon Somi, who continues to break barriers in both music and beauty. With its bold colors, playful designs, and empowering message, GLYF is more than a brand—it’s an invitation to celebrate who you are.

Now available on Zalora, it’s the perfect time to discover your own unique “glyph.” Click here to shop!