Actor Jeong Bo-seok has transformed into a cosmetics entrepreneur at age 66, investing more than a year’s worth of his acting income into a new skincare venture after spending over four decades in front of the camera, hankyung.com reported.
Entering the Cosmetics Industry After Four Decades
Jeong launched his skincare line after experiencing chronic discomfort during his lengthy acting career. Preparing for a shoot at 7:00 AM often required waking up two to three hours early to apply multiple layers of products—including skin toners, serums, eye creams, lotions, and sunscreens—that frequently caused makeup to pill when they failed to absorb properly.
“If I went golfing with friends and took a shower, by the time everyone else had finished eating, I was barely finished getting ready,” Jeong told hankyung.com, describing the daily inconvenience that inspired him to simplify multi-step skincare regimens.
This is not his first attempt at business. Jeong previously tried to develop a similar product line roughly 10 years ago while partnering with the South Korean cosmetics manufacturer Cosmax, but abandoned the project because his heavy acting schedule left him no time to personally test and verify the formulations.
Two and a Half Years of Development and AI Integration
The entrepreneurial effort resumed three years ago as Jeong’s acting commitments slowed down. He renewed his partnership with original design manufacturer Cosmax, spending six months on initial planning and roughly two years refining usage feel and product function.
Jeong utilized artificial intelligence tools, including ChatGPT and Google Gemini, to research ingredient formulations, skin delivery technologies, and cosmetic textures. He used the AI assistants to analyze shortcomings in his sample batches and formulate improvement requests for the manufacturer.
“If you ask about things you don’t know, you get answers,” Jeong said regarding his research process. “I would apply a sample, ask the AI how to address shortcomings, and forward the revised directions.”
The product development costs exceeded his annual income as an actor, driven by repeated trial production runs and extensive clinical testing. He credited Cosmax with supporting the extensive revision cycles that small companies rarely manage.
Initial production run sells out within four months
The current product lineup includes three items: a cleanser, an all-in-one product, and a sun serum designed primarily for male consumers who find multi-step routines cumbersome. Clinical trials for the formulations involved test groups where approximately two-thirds of the participants were women.
Following its launch in May, the initial production run of 5,000 sets sold out within three to four months. Single-item purchases currently outpace set purchases by a factor of three, driven by repeat orders, with the all-in-one product leading sales volumes.
Jeong plans to scale production to a minimum of 30,000 sets by next spring. He has rejected external investment offers to maintain creative control over product quality and release schedules, choosing to forgo quick revenue expansion in favor of establishing a premium brand.
Targeting European Markets and Expanding Product Offerings
The brand is currently preparing for international expansion into European markets alongside its domestic online rollout. Jeong is in discussions with Korean cosmetics export firms and foreign distributors to develop smaller packaging options, such as 30mL to 50mL sun serums tailored for overseas consumers.
Domestic distribution remains selective. Despite partnership offers from nationwide retailers and home shopping networks, Jeong declined those channels to protect the brand’s pricing and image.
Product expansion is underway for next year, with functional shampoos aimed at reducing hair loss, moisture-locking stick applicators, and a sun stick targeted for a summer release. Jeong also plans to exhibit at domestic and international beauty trade shows starting next year.
How many employees and products does the company have?
How many employees work at Jeong Bo-seok’s cosmetics company?
The company operates with a staff of two employees alongside Jeong, bringing the total workforce to three people.
Which manufacturing partner worked with Jeong to develop the products?
Cosmax, a global cosmetics original design manufacturer, partnered with Jeong on planning, formulation, and clinical testing over a two-and-a-half-year period.
What specific products are currently available in the lineup?
The brand offers three items: a cleansing product, an all-in-one product, and a sun serum.
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