JAYJUN Cosmetic (Korean: 제이준; commonly styled JAYJUN) is a South Korean skincare and cosmetics brand recognised for its sheet masks, brightening and hydrating products, and ingredient-focused formulations. Established in 2015, the brand was developed to combine cosmetic research with dermatological expertise, aiming to provide solutions for skin ageing and overall skin health.[1]

Today, JAYJUN operates as a K-beauty brand with a product range spanning facial masks, cleansers, toners, serums, creams, sun care, and body and hair care. While initially known as a sheet-mask specialist, its positioning has evolved into that of a comprehensive skincare brand.[2]

The company describes its broader goal as creating beauty through high-quality ingredients and differentiated cosmetic formulations, with an emphasis on research and maintaining youthful-looking skin.[1]

Foundation — 2015

The modern brand story of JAYJUN begins in 2015. According to the company’s US brand history, a group comprising plastic surgeons, dermatologists, and researchers collaborated to develop solutions for ageing skin. They founded JayJun Cosmetic under the slogan “Responsible for Beauty.”[3]

This professional background is central to the brand’s identity. Rather than presenting itself solely as a fashion-oriented cosmetics label, JAYJUN initially emphasised skin science, research, and functional skincare. The early philosophy focused on pursuing advanced skincare research to address visible signs of ageing and help maintain youthful-looking skin.[3]

Rise of the sheet mask

A significant factor in establishing JAYJUN’s brand identity was the development and marketing of multi-step sheet-mask products.

Among its early signature products was the Real Water Brightening Black Mask, described by the brand as a three-step mask system involving cleansing, treatment, and moisturising. Vita Snow Essence was another product associated with the brand’s early portfolio.[3] These offerings helped JAYJUN become particularly recognisable among consumers interested in Korean sheet-mask skincare.

International expansion

After establishing a domestic presence in Korea, JAYJUN expanded into international markets. The company states that it subsequently gained recognition in more than 30 countries, including China, Hong Kong, Vietnam, Germany, Russia, and the United States.[3]

This international expansion was closely linked to the growing global popularity of K-beauty, particularly Korean sheet masks and multi-step skincare routines.

It is important to distinguish between JAYJUN the consumer brand and JAYJUN Cosmetic Co., Ltd., the corporate entity associated with the brand.

The corporate history predates the JAYJUN skincare brand. Korean regulatory filings identify the company as Jayjun Cosmetic Co., Ltd. (제이준코스메틱 주식회사) and state that the corporate entity was originally established on June 30, 1972. It subsequently changed its corporate name and added cosmetics manufacturing and sales to its business objectives in 2016.[1]

Key dates in the entity’s history include:

• 1972: Origin of the corporate entity that eventually became JAYJUN Cosmetic.
• 2015: Emergence of the modern JAYJUN cosmetic brand according to the brand’s own history.
• 2016: The corporate entity formally added cosmetics manufacturing and sales as a business purpose.
• Later years: JAYJUN developed its international cosmetics business and expanded its product portfolio.[1][3]

This distinction clarifies that while the corporate entity dates to 1972, JAYJUN did not exist as a skincare brand until 2015.

JAYJUN’s philosophy has historically centred on healthy, youthful, and beautiful skin, with research and product innovation playing major roles.

Current corporate materials describe the objective as creating differentiated cosmetics using high-quality ingredients and working towards solutions for skin ageing, firmness, and youthful appearance.[1] The vision extends to delivering value beyond conventional beauty through technological innovation and an authentic approach to skincare.[1]

Core philosophical pillars include:

• Skin health: Focusing on the condition and appearance of the skin rather than makeup alone.
• Research and development: Incorporating cosmetic research into product development.
• Functional skincare: Positioning products around specific concerns such as hydration, brightening, firmness, or ageing.
• Innovation: Developing new formulations, textures, and delivery formats.
• Accessibility: Offering products across different price points and retail channels.

JAYJUN’s product range has expanded significantly beyond its original mask-centred identity. Its current Korean store categorises products into cleansing, toners and pads, ampoules and serums, lotions and creams, eye care, masks and packs, sun care, and hair and body care.[4]

Sheet masks

Sheet masks remain one of the most recognisable elements of the JAYJUN portfolio. The brand became particularly associated with intensive sheet-mask treatments and multi-step mask routines. The earlier Real Water Brightening Black Mask is frequently cited as a key product in its international rise.[3]

Hydration

Hydration is a major component of JAYJUN’s current identity. The brand promotes hyaluronic-acid-based hydrating skincare, describing the concept as layering hydration to create a clear, healthy-looking complexion. It also markets a Hyaluronic Acid Hydrating Sunscreen designed for moisturising and comfortable daily wear.[4]

Serums and ampoules

JAYJUN produces concentrated skincare products such as serums and ampoules. The current range includes a PDRN Porcelain Ampoule, positioned around a “porcelain skin” concept.[4]

Sleeping packs

The brand has expanded into overnight skincare with sleeping-pack products. One example is the Yuzu Sleeping Pack, which focuses on brightening and overnight moisturising.[4]

Sun care

Sun protection is part of the brand’s portfolio, featuring moisturising sunscreen products designed for everyday use.[4]

Hair and body care

The catalogue extends beyond facial skincare into hair and body care, reflecting the brand’s development from a mask-focused company into a broader beauty business.[4]

[2][3]

The development of JAYJUN is closely connected with the international expansion of K-beauty. During the surge in global interest in Korean skincare, sheet masks were among the most accessible products for international consumers. JAYJUN capitalised on this trend by building a recognisable identity around intensive mask treatments while maintaining a broader skincare portfolio.

The company identifies markets across Asia, Europe, and North America, including China, Hong Kong, Vietnam, Germany, Russia, and the United States.[3] Consequently, JAYJUN serves as an example of a Korean skincare brand whose international identity was built partly through the global popularity of the Korean sheet-mask format.

JAYJUN is broadly positioned between mass-market Korean skincare and premium-oriented functional skincare. Its brand communication follows a trajectory from ingredients to research, addressing skin concerns to achieve visible beauty.

Rather than focusing primarily on colour cosmetics, JAYJUN has historically concentrated on products intended to improve the appearance and condition of the skin. Current messaging has become more lifestyle-oriented, with products such as sunscreen, sleeping packs, hydration items, and beauty tools indicating an effort to cover multiple stages of a consumer’s daily beauty routine.[1][4]

JAYJUN has used various expressions to communicate its brand philosophy over time. Its early international brand story utilised the slogan:

“Responsible for Beauty.”[3]

Current corporate materials emphasise concepts such as “Beyond Beauty”, innovation, healthy beauty, and bringing Korean beauty to consumers worldwide.[1] The Korean corporate site also describes its positioning through the phrase “Good Skin, Good Beauty, JAYJUN”, highlighting naturally derived ingredients and innovative formulations.[1]

JAYJUN has developed an international distribution and marketing presence beyond South Korea. The brand’s history identifies more than 30 countries as part of its international recognition, including:

• China
• Hong Kong
• Vietnam
• Germany
• Russia
• United States

[3]

The company maintains multilingual international e-commerce infrastructure, with its official store supporting Korean, Chinese, English, and Japanese interfaces.[2]

JAYJUN has been repositioning and expanding its portfolio in recent years. According to corporate history, notable developments in 2024–2025 included new skincare products, expanded retail distribution, and collaborations. In 2025, the company introduced a PDRN Porcelain Ampoule, entered Daiso’s online and offline channels with six mask/pack products, and launched an ambassador program involving Mezcla.[1]

The company also states that JAYJUN received the 2024 Brand of the Year recognition, describing this as its eighth consecutive year ranked first in the China mask-pack category.[1]

The naming convention distinguishes between two entities:

• JAYJUN: Consumer-facing skincare/beauty brand.
• JAYJUN Cosmetic Co., Ltd.: Corporate entity associated with the brand.

The official Korean JAYJUN store identifies the business as JAYJUN Cosmetic and provides corporate information separately from the consumer-facing product catalogue.[4] There is some variation across official pages regarding corporate representatives and addresses, reflecting changes in the company’s structure and operations over time. For historical information, Korean regulatory filings are generally more reliable than treating older brand webpages as permanent corporate snapshots.[1]

JAYJUN holds significance within the K-beauty sector for three primary reasons:

Sheet-mask specialization

The brand achieved international recognition through sheet masks, especially intensive multi-step products. This helped establish JAYJUN as a recognisable Korean skincare name outside Korea.[3]

Science-oriented positioning

Its founding story emphasises plastic surgeons, dermatologists, and researchers, providing the brand with a more dermatology and research-oriented narrative compared to purely trend-driven cosmetics brands.[3]

Expansion beyond masks

JAYJUN has developed into a full skincare and beauty brand, with products ranging from cleansing and treatment items to sunscreen, sleeping packs, hair and body care, and beauty tools.[4]

1. OUR STORY | 제이준코스메틱(주)
2. Jayjun Cosmetics Official Online Store
3. OUR STORY – JAYJUN USA OFFICIAL
4. Jayjun 제이준