Moments Company was established in 2018 and aspires to become a global brand content house. In addition to Beplain, it operates the lifestyle brand Not Only for Today.[2]

The name Beplain reflects the concept of being “plain”—simple, straightforward, and focused on essentials. Rather than positioning skincare as an elaborate luxury ritual, the brand emphasises removing unnecessary complexity to address what the skin actually needs. Earlier communications highlighted stress-free, gender-neutral clean beauty, while recent global messaging centres on “Enjoy plain skin.”[4] This distinguishes Beplain from highly luxurious or celebrity-driven K-beauty brands, as it communicates primarily through ingredients, skin concerns, product functionality, and everyday usability.

2018: Launch

Beplain was launched in 2018 under Moments Company.[5] The initial concept revolved around clean beauty, uncomplicated skincare, gender-neutral products, environmental consciousness, and efficacy over excessive complexity. Early international recognition came through products such as Cicaful Ampoule and Greenful pH-Balanced Cleansing Foam.[6]

2020: Greenful success

Greenful pH-Balanced Cleansing Foam became one of the brand’s early breakthrough products, winning the Hwahae Beauty Award for Cleansing Foam in 2020.[7] This achievement established cleansing as one of Beplain’s strongest areas of specialisation.

2020s: Portfolio expansion

Beplain expanded beyond its original Cica and Greenful offerings into a broader portfolio covering cleansing, toners, pads, ampoules, serums, moisturisers, sunscreens, masks, makeup-related products, men’s skincare, and specialised ingredient lines. The Korean website currently organises the brand into lines including Mung Bean, Cicaterol, Milk Ceramide, Cica PDRN, Sunmuse, Chamomile, Hyaluronic Acid, BHA, Cicaful, and Lemon Seed.[8]

2025–2026: Mung Bean as central franchise

Recent product generations have placed strong emphasis on Mung Bean. The current portfolio includes cleansing oil, pH-balanced cleansing foam, cleansing balm, milk peeling gel, pore clay mask, pore serum, soothing cream, and sunscreen.[9] Consequently, Beplain is increasingly recognised internationally as a Mung Bean skincare brand rather than solely as the Cica/Greenful brand of its earlier years.

Simplicity

Beplain positions its products around understandable skin concerns and recognisable ingredients rather than creating an excessively technical or luxury-oriented image.

Gentle but effective

The brand combines traditional natural ingredients with modern science to create effective skincare while maintaining a gentle approach, which is particularly relevant for its target audience of sensitive-skin consumers.[10]

Traditional ingredients and modern science

Rather than simply marketing botanical ingredients as “natural,” Beplain seeks to reinterpret traditional ingredients using modern formulation technology.[11] The Mung Bean line exemplifies this approach, transforming a familiar Korean ingredient into modern cleansers, masks, serums, and other skincare products.

Sustainability

Sustainability is a recurring pillar in Beplain’s philosophy. The brand describes its vision in terms of coexistence with animals, plants, and nature, and its packaging is FSC-certified and recyclable.[12]

Beplain is designed for consumers seeking functional, relatively minimalist skincare, particularly those concerned about irritation, sensitivity, clogged pores, excess sebum, or an impaired skin barrier. Its positioning appeals to sensitive-skin users, acne-prone consumers, those who dislike strong fragrances, ingredient-conscious shoppers, younger K-beauty consumers, and people preferring gender-neutral branding. Olive Young specifically describes Beplain as specialising in skincare for sensitive and troubled skin with a gentle-but-effective positioning.[13]

Mung bean is the ingredient most closely associated with Beplain. The brand’s philosophy explains that it started from this traditional Korean ingredient and subsequently expanded research into traditional ingredients from other cultures. This concept suits Beplain’s identity because mung bean can be presented as a traditional Korean ingredient transformed through modern formulation into everyday skincare, providing a distinctive story without requiring a complicated luxury narrative.

Beplain has developed mung bean into an entire routine rather than a single hero product.

Cleansing

Mung Bean pH-Balanced Cleansing Foam is one of the brand’s most recognisable products, positioned around gentle cleansing, pH balance, impurity removal, moisture retention, and mung bean extract. The Olive Young assortment also includes Mung Bean Cleansing Oil and Mung Bean Pore Cleansing Milk Balm.[14]

Pore care

The Mung Bean concept extends to pore management through products such as Pore Tight-Up Serum, Pore Tight-Up Soothing Cream, Pore Clay Mask, and Pore Cleansing Milk Balm, connecting the ingredient with texture and pore care rather than solely clean beauty.[17]

Exfoliation

Products such as Mung Bean Milk Peeling Gel and clay mask extend the ingredient into exfoliation and pore-purifying routines.

Sun care

Beplain also offers Mung Bean sunscreen products, including Mung Bean Cooling Moisture Sunscreen, making Mung Bean effectively a full skincare franchise.

Cicaterol

Cicaterol is a major soothing and skin-comfort franchise comprising Cicaterol Ampoule, Toner, Moisturizer, Spot Treatment, and Blemish Pad, representing the brand’s continuing emphasis on calming troubled-looking skin.[22][24]

Cicaful

Earlier Beplain products included the Cicaful line featuring Centella asiatica, which has become a defining ingredient in modern Korean sensitive-skin skincare. Products such as Cicaful Ampoule and Calming Gel were historically significant for the brand.[15]

Hyaluronic Acid

The Multi Hyaluronic Acid range targets hydration, complementing soothing and cleansing products to cover basic hydration, barrier, and cleansing needs within a complete routine.

Milk Ceramide

The Milk Ceramide line focuses on hydration and barrier-oriented skincare and is listed alongside Mung Bean, Cicaterol, and Cica PDRN as a major product line.[16]

Matcha and Catechin

Beplain has expanded into Matcha Catechin products, including Matcha Catechin Skin Purifying Essence and Intensive Care Cream, fitting the broader strategy of translating recognisable traditional ingredients into modern skincare.

Beplain’s product development follows four layers:

1. Skin concern: Addressing issues such as clogged pores, excess oil, sensitivity, dehydration, blemishes, uneven texture, or skin-barrier discomfort.
2. Recognisable ingredient: Utilising ingredients like Mung Bean, Centella asiatica, Matcha, Ceramides, or Hyaluronic Acid.
3. Modern formulation: Incorporating ingredients into contemporary formats including cleansing oils, foams, balms, toners, pads, ampoules, serums, creams, sunscreens, and masks.
4. Simple consumer message: Communicating through straightforward promises such as cleansing, calming, hydrating, or pore care rather than complicated cosmetic chemistry.

Clean beauty is central to Beplain’s identity, emphasising ingredient-conscious formulation, fragrance-free positioning, vegan and cruelty-free values, environmentally conscious packaging, and sensitive-skin suitability. Olive Young explicitly describes Beplain as enforcing a strict no-fragrance policy and using eco-friendly packaging.[18] Global materials similarly describe the brand as vegan and cruelty-free with formulas designed for sensitive skin.[19] However, “clean beauty” is primarily a marketing and industry category rather than a universally standardised regulatory definition.

Beplain markets itself as vegan and cruelty-free. Official sites display information relating to The Vegan Society, distinguishing the brand from conventional mass-market skincare.[20]

Beplain employs a minimalist Korean aesthetic characterised by white or muted colours, simple typography, restrained graphics, clean product layouts, strong ingredient identification, and functional packaging. This reinforces the idea that products are simple, approachable, clean, and trustworthy, placing the brand identity between Korean “clean girl” aesthetics and functional dermatological skincare.

Beplain maintains a significant presence through Olive Young, South Korea’s major beauty retailer, which lists dozens of products across skincare, makeup, masks, suncare, tools, and men’s care.[27] Internationally, products are available through channels including Amazon, iHerb, and Douglas,[21] and the brand operates a global online presence.[22]

Beplain’s international strategy reflects the broader expansion of K-beauty from trend-driven cosmetics toward ingredient- and skin-concern-based skincare. The brand’s proposition travels well globally because its core concepts—sensitive skin, simple formulas, recognisable ingredients, and Korean skincare technology—are universally understandable. The Mung Bean line provides a distinctive ingredient identity that supports international recognition.

Beplain is operated by Moments Company Inc., founded in 2018, which describes its business as creating brands and brand content. Its portfolio includes Beplain and the lifestyle brand Not Only for Today.[31] Official information identifies Jung Yoon-jin as the company’s representative.[23]

Current Olive Young listings show particularly strong representation for Mung Bean cleansing products, serum, clay mask, and sunscreen.[29]

Beplain’s recognition has come primarily from Korean beauty platforms and consumer-oriented awards. Greenful pH-Balanced Cleansing Foam won the 2020 Hwahae Beauty Award in the cleansing-foam category.[30] More recently, Olive Young states that the Mung Bean line has won more than 20 beauty awards across major Korean platforms.[25] The brand’s reputation has been built substantially around product performance and consumer reviews rather than high-fashion branding.

Beplain occupies a distinct position in the Korean skincare market. Compared with luxury K-beauty, it is less luxurious, less heritage-oriented, more minimalist, more ingredient-focused, and more accessible. Compared with clinical brands, it is more lifestyle-oriented, visually expressive, and connected to Korean clean-beauty culture. Against mass-market skincare, it emphasises vegan and clean positioning, minimalist branding, sensitive-skin compatibility, and distinctive ingredient franchises. Its positioning can be summarised as affordable-to-mid-range K-beauty clean beauty for sensitive skin, led by ingredients and minimalism, with Mung Bean as its signature identity.

1. Mung Bean ownership: Few Korean brands have successfully made mung bean a recognisable brand territory.
2. Cleansing expertise: Beplain has developed an unusually broad cleansing ecosystem including oil, foam, balm, milk balm, and peeling products.
3. Gender-neutral positioning: The brand historically emphasised skincare for all genders rather than targeting only women.[26]
4. Minimalist branding: Visual identity is deliberately uncomplicated and fits contemporary Korean clean-beauty aesthetics.
5. Technological reinterpretation of tradition: Beplain transforms culturally familiar ingredients into modern global skincare propositions.[27]

Beplain benefits from a strong hero ingredient, clear consumer proposition, relevance to the growing sensitive-skin market, a complete product ecosystem within single ingredient lines, K-beauty credibility through Olive Young, and international scalability. However, it faces challenges including a crowded market competing on similar concepts, potential over-reliance on the Mung Bean franchise, ambiguity surrounding “clean beauty” definitions across markets, and the need to build international awareness independently of K-beauty enthusiast circles.

Beplain’s personality is calm, clean, practical, friendly, ingredient-conscious, unpretentious, modern Korean, and environmentally aware. It communicates simplicity and effectiveness rather than luxury. The brand is evolving from its earlier Cica/Greenful clean beauty identity toward a broader “traditional ingredients plus modern science” identity. From 2018 to 2020, the focus was clean beauty and Greenful cleanser; from 2021 to 2023, sensitive skin and hydration; and from 2024 onward, Mung Bean has become increasingly central alongside newer franchises like Matcha/Catechin. This represents a shift toward owning a distinctive philosophy of modernising traditional ingredients, providing a stronger basis for global brand building.[28]

1. beplain | OLIVE YOUNG US
2. Moments Company (모먼츠 컴퍼니) | LinkedIn
3. Shop beplain | OLIVE YOUNG GLOBAL
4. Beplain
5. Enjoy plain skin, beplain
6. Brand Deep Dive: Beplain – Hey K-Beauty!
7. beplain
8. enjoy skin, beplain
9. Giới thiệu
10. Beplain Global | Clean K-Beauty Skincare for Sensitive Skin
11. BEPLAIN
12. Beplain
13. 공지사항-개인정보처리방침 변경 안내
14. beplain Mung Bean Cleansing Oil 6.76 fl. oz.(200ml) | OLIVE YOUNG US
15. GIỚI THIỆU – BEPLAIN
16. TRANG CHỦ – BEPLAIN
17. Review mặt nạ đất sét Beplain Mung Bean Pore Clay bán chạy nhất tại Olive Young
18. [공지사항-[개인정보 처리방침] 약관 안내 (2022.12.29)](https://beplain.co.kr/m/board.html?board_cate=&branduid=&code=beplain01_board6&datekey=&lock=N&num1=989923&num2=00000&number=&page=2&s_id=&sbrand=&scontent=&sgid=&shname=&ssubject=&stext=&type=v)
19. 진행 중 이벤트-●무료체험● 비플레인 8종 샘플링 EVENT
20. Бренд BePlain. — MyKosMe
21. About BEPLAIN | K-Beauty Brand | Hannaru
22. Kem dưỡng ẩm phục hồi da Beplain Cicaterol Moisturizer – BEPLAIN
23. Trang chủ
24. Kem Dưỡng Ẩm Làm Dịu Da BEPLAIN Cicaterol Moisturizer 60ml
25. Tin tức
26. Nước cân bằng BEPLAIN Làm Sạch Dịu Nhẹ Mung Bean Balancing Toner 200ml
27. Shop ビープレーン | OLIVE YOUNG GLOBAL
28. beplain | OLIVE YOUNG US
29. OLIVE YOUNG Global | Korea’s No. 1 Health & Beauty Store
30. Beplain Greenful pH-Balanced Cleansing Foam | tradekorea
31. Moments Company (모먼츠 컴퍼니) | LinkedIn