As the clock ticks down to ZALORA's much-anticipated 11.11 shopping festival, the biggest surprise of the season is here! K-pop sensation and style icon JEON SOMI has officially brought her artistry into the world of beauty with the exclusive launch of her brand GLYF on Southeast Asia’s leading online hub for fashion, beauty, and lifestyle. Known for her bold and vibrant style, SOMI, alongside global beauty hub Beaubble, crafted GLYF to let beauty junkies everywhere embrace their own unique “glyphs” with creative, expressive, and premium-quality products.

Jeon Somi

GLYF

What fans can expect from GLYF

The GLYF line, crafted in South Korea’s premier beauty labs, reflects JEON SOMI’s personal stamp: a blend of high-quality formulas with playful and whimsical designs. Topping the debut collection is the award-winning Illuete Highlighter Palette and joining this bestseller is the GLYF Hydrocolloid People Patch, a fun solution for blemishes, shaped as cherries, hearts, and ribbons–perfect for those who want to add a touch of K-pop magic to their daily skincare.

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Behind every product in GLYF lies JEON SOMI’s meticulous attention to detail and her hands-on involvement. From initial sketches to final product designs, she worked closely with Beaubble’s team and top-tier South Korean beauty labs to ensure GLYF represents her unique aesthetic. Not only did she bring her creative input to the table, but she also gave fans sneak peeks throughout the brand’s development from its concept to its design. Props to the queen!

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A dream fulfilled

Having shared the journey of GLYF’s creation with her fans, JEON SOMI now shares her excitement to see the brand make its mark in Southeast Asia. “I am beyond excited to introduce GLYF to Southeast Asia exclusively through ZALORA. This launch is a dream come true, and I'm so grateful for this opportunity. I’m looking forward to expanding the GLYF community to Southeast Asia and cannot wait to see how everyone expresses themselves with GLYF!” stated the Korean star.

The same sentiment is echoed by ZALORA Philippines CEO Aashish Midha, who described the launch as a commitment to bringing in-demand Korean beauty products to local fans. “We're delighted to partner with JEON SOMI and Beaubble to bring GLYF to beauty lovers in Southeast Asia, particularly in the Philippines. At ZALORA, we’re committed to delivering the most exciting beauty brands, and this launch allows us to cater to the growing demand for Korean beauty products,” he shared, capturing the shared enthusiasm of both GLYF’s and ZALORA’s communities.

Jeon Somi

With Beaubble CEO Jordan Lim hinting at future brand expansions on ZALORA, the GLYF launch could signal the start of an exciting K-beauty wave across Southeast Asia: “We are thrilled to launch GLYF with ZALORA in Southeast Asia. We look forward to unveiling more brands soon in the coming months!”

But for now, JEON SOMI’s GLYF brand stands at the forefront of this movement, inviting fans to explore beauty without boundaries—and yes, one glyph at a time!

Kicking off exclusively on ZALORA’s 11.11 sale, shoppers can enjoy an exclusive 15% discount on all GLYF products, a limited-time offer that invites new and seasoned beauty enthusiasts alike to explore these enchanting additions.

Photos via @glyfing and @zaloraph

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