MARY & MAY (Korean: 마리엔메이) is a South Korean K-beauty skincare brand operated by AIDKOREA COMPANY INC. The brand positions itself around clean beauty, ingredient transparency, and efficacy-driven skincare, focusing on combining recognizable Korean ingredients with modern active ingredients in accessible, practical formulations.[1]

AIDKOREA COMPANY INC identifies itself as established in 2016, with Kyutae Cho serving as CEO, and lists MARY & MAY among its portfolio of brands.[1]

MARY & MAY is a Korean skincare brand built on the premise that skincare should be understandable, effective, and ingredient-conscious. Rather than framing skincare primarily as a luxury pursuit, the brand emphasizes the relationship between ingredients, formulation, specific skin concerns, and measurable results. Its current description presents skincare as an ongoing process of understanding and caring for changing skin needs rather than adhering to a fixed routine.[1]

The brand describes its approach as “K-clean beauty,” placing particular emphasis on efficacy and ingredient transparency.[2] This places MARY & MAY within the broader Korean skincare movement that has popularized ingredient-focused routines, targeted treatments, botanical and traditional Korean ingredients, barrier and hydration care, gentle formulations, and affordable clinical-style skincare.

MARY & MAY is operated by AIDKOREA COMPANY INC, a South Korean company headquartered in Seoul. AIDKOREA lists its establishment date as July 1, 2016, and identifies Kyutae Cho as its CEO, describing MARY & MAY as one of its flagship brands.[1] Current contact information for the brand also identifies AIDKOREA COMPANY INC as the operating entity.[1]

Corporate Identity

• Company: AIDKOREA COMPANY INC
• Location: Seoul, Republic of Korea

MARY & MAY functions as a brand within AIDKOREA rather than as a standalone publicly traded cosmetics corporation.

The philosophy of MARY & MAY centers on four core pillars:

Ingredient Transparency

The brand prioritizes communicating which ingredients are used and their specific purposes. Product descriptions typically highlight particular active ingredients and their intended functions rather than relying solely on broad cosmetic marketing claims.[1]

Efficacy

MARY & MAY describes itself as an efficacy-driven K-clean beauty brand.[2] The objective is to associate formulations with specific skin concerns and expected benefits rather than simply creating products that sound natural or luxurious.

Clean Beauty

“Clean beauty” is central to the brand’s positioning. Official materials highlight vegan, cruelty-free, Korean ingredients, and mineral-oil-free characteristics across the product range.[1] However, as “clean beauty” is an industry marketing term rather than a universally standardized regulatory definition, individual products are best evaluated based on their actual ingredient lists and certifications.

Everyday Accessibility

The brand’s philosophy supports skincare that can be incorporated into ordinary daily routines, rather than being positioned exclusively as premium or professional treatment.

The brand is officially represented as MARY & MAY / 마리엔메이. There is limited official public information explaining the etymology or narrative behind the names “Mary” and “May.” Korean trademark documentation identifies the mark as MARY & MAY and 마리엔메이.

The product strategy of MARY & MAY revolves around recognizable actives and targeted skin concerns. Rather than relying on a single hero ingredient, the brand utilizes a broad range of components depending on the specific product formulation. Recurring ingredient families include:

• Glutathione
• Tranexamic acid
• Niacinamide
• Hyaluronic acid
• Collagen
• Ceramides
• Retinol
• PDRN
• Centella asiatica
• Houttuynia cordata
• Tea tree
• Rice-derived ingredients
• Berry extracts
• Peptides
• Probiotics and ferments

MARY & MAY has expanded from a focused skincare range into a comprehensive beauty portfolio.

Cleansers

The cleansing category combines conventional cleansing technology with ingredients positioned for exfoliation, brightening, soothing, or barrier support.[1] Products include:

• Rice Glutathione LHA Cleansing Oil
• White Collagen Cleansing Foam
• Houttuynia Cordata + Tea Tree Cleansing Foam

The Rice Glutathione LHA Cleansing Oil, for example, combines Korean rice bran oil, glutathione, and LHA, and is marketed for both makeup removal and cleansing impurities.[1]

Toners

Toners in the lineup are designed primarily for hydration, soothing, exfoliation, or preparation for subsequent skincare steps.

Serums

Serums represent one of the most significant categories for MARY & MAY. Examples include the Hyaluronics Serum, Marine Collagen Serum, various brightening and barrier-focused serums, and newer PDRN-based treatments. The Hyaluronics Serum uses multiple molecular weights of hyaluronic acid and is positioned for intensive hydration.[1]

Creams

Creams address hydration, barrier support, brightening, anti-aging, and targeted treatment. Historical lineups have featured ingredients such as idebenone, blackberry, ceramides, peptides, niacinamide, and collagen.

Masks

Masks are a recognizable part of the portfolio, particularly collagen masks and wash-off skin treatments.[1]

Eye Care

One of the brand’s most prominent products is the Tranexamic Acid + Glutathione Eye Cream. According to a 2026 brand announcement, this product surpassed 10 million units sold, establishing it as a major global item for the company.[1]

Body Care

The brand has expanded into body products, such as the Shea Butter & Rice Bran Body Cream, which combines shea butter, rice extract, and ceramide, and is marketed as vegan and cruelty-free.[1]

Lip Care

Recent expansions include lip products like the Vegan Glow Lip line, positioned for a glossy, plumping appearance.[1]

Glutathione

Glutathione is frequently associated with the brand’s brightening and even-tone positioning. It appears prominently in products such as the Rice Glutathione LHA Cleansing Oil and key eye-care items.[1]

Tranexamic Acid

This ingredient is central to brightening-oriented products, particularly the eye cream, and is generally associated with addressing hyperpigmentation and uneven skin tone.

Hyaluronic Acid

Hyaluronic acid anchors the hydration portfolio. The Hyaluronics Serum specifically utilizes six forms of hyaluronic acid with different molecular weights.[1]

Collagen

Collagen is a recurring theme, especially in masks and products targeting aging or hydration.

PDRN

PDRN represents a significant newer direction for the brand. MARY & MAY currently offers a dedicated PDRN collection, including products that combine PDRN with retinol, collagen, and azelaic acid.[1]

Korean Botanical Ingredients

The brand incorporates ingredients strongly associated with Korean skincare, including rice, houttuynia cordata, centella, tea tree, ginseng, and various green or botanical extracts. This provides a distinct Korean identity while integrating contemporary cosmetic actives.

Clean beauty serves as a primary brand identifier. MARY & MAY describes its products using attributes such as vegan, cruelty-free, Korean ingredients, and mineral-oil-free.[1] Individual products may carry additional claims; for instance, the Shea Butter & Rice Bran Body Cream is described as vegan certified, cruelty-free, dermatologically tested, and EWG green grade.[1] Similarly, the Rice Glutathione LHA Cleansing Oil is noted as dermatologically tested for sensitive skin and cruelty-free.[1]

While the official website identifies vegan and cruelty-free status as core brand characteristics,[1] consumers should distinguish between overall brand positioning and the specific certification status of individual products.

Sustainability is integrated into product development. For example, the Seoul Edition hand cream uses an aluminum tube, a design choice intended to facilitate recycling compared to multi-material tubes.[1] The company connects sustainability to both ingredient formulation and packaging choices as part of its broader clean-beauty positioning.

Historically, MARY & MAY utilized a minimalist K-beauty aesthetic characterized by simple packaging and prominent ingredient labeling. In 2026, the company announced a new brand logo and upgraded packaging identity featuring a soft leaf motif to represent its clean-beauty philosophy. This redesign aims to communicate clean formulations, ingredient transparency, proven efficacy, and a globally competitive brand image.[1]

This shift marks a transition from being perceived primarily as an ingredient-focused domestic label toward a developed global beauty brand identity.

MARY & MAY is no longer positioned solely for the Korean domestic market. In a 2026 brand announcement, AIDKOREA stated that the brand had expanded into more than 40 countries, specifically identifying growth across North America, Europe, and Southeast Asia.[1] This strategy aligns with the use of English-language packaging, global social media channels, and direct international e-commerce.

The brand operates multiple social channels, including marynmay_official, marynmay_global, and dedicated TikTok and YouTube accounts, all listed on the official website.[1] This account structure reflects the effort to position MARY & MAY as an internationally distributed K-beauty brand.

Tranexamic Acid + Glutathione Eye Cream

Regarded as the brand’s most commercially important signature product, it combines two ingredients associated with brightening and has reportedly surpassed 10 million units sold according to AIDKOREA’s 2026 announcement.[1]

Idebenone + Blackberry Intense Cream

An earlier signature product built around idebenone and blackberry extract. Press releases state the formula is associated with a patent for antioxidant and moisturizing compositions and has exceeded one million units sold globally.[3]

Hyaluronics Serum

A hydration-focused serum featuring multiple molecular weights of hyaluronic acid.[1]

Rice Glutathione LHA Cleansing Oil

A cleanser combining rice bran oil, glutathione, and LHA, reflecting the brand’s tendency to merge Korean ingredients with modern actives.[1]

PDRN Range

This newer line demonstrates movement into contemporary Korean skincare trends, combining PDRN with retinol, collagen, and azelaic acid.[1]

MARY & MAY occupies a distinct space in the K-beauty market, bridging traditional Korean skincare (botanicals, rice, ginseng, fermentation) and modern active skincare (tranexamic acid, glutathione, retinol, PDRN). The resulting identity is that of modern, ingredient-focused Korean clean beauty at an accessible price point. This differentiates it from luxury houses like Sulwhasoo and The History of Whoo, while offering a more polished, treatment-oriented identity than purely trend-driven indie brands.

The typical MARY & MAY consumer is characterized by interest in K-beauty, ingredient literacy, targeted skincare solutions, accessible pricing, vegan and cruelty-free values, and visible results. The product architecture allows consumers to build routines addressing hydration, brightening, acne, sensitivity, barrier support, and aging without requiring elaborate luxury rituals.

Strengths

• Ingredient Storytelling: Effective communication through recognizable ingredients.
• K-Beauty Identity: Use of rice, ginseng, and botanicals provides clear cultural origin.
• Accessible Pricing: Positioned below luxury tiers for international consumers.
• Broad Portfolio: Expanded from facial skincare to body, lip, and eye care.
• Hero Products: Strong flagship items like the eye cream reduce the learning curve.
• Global Scalability: Presence in over 40 countries indicates successful internationalization.[1]

Limitations

Consumers should note that “clean beauty” is not a universal scientific or regulatory category. Ingredient claims should also be distinguished from clinical outcomes; while some products list specific test results, these are product-specific and do not apply universally.[1] Additionally, the rapidly expanding portfolio means the brand simultaneously occupies clean-beauty, active-skincare, and trend-oriented spaces, which can broaden its identity.

The most significant recent development is the 2026 brand identity refresh, intended to strengthen global competitiveness and establish MARY & MAY as a representative Korean beauty brand.[1] Concurrently, the portfolio is shifting toward newer trends like PDRN, spicules, azelaic acid, and retinol, while retaining established concepts. This signals an evolution from “affordable ingredient-focused K-beauty” toward a “global K-clean beauty brand combining Korean ingredients with high-performance actives.”

1. About – Mary&May
2. Mary&May | LinkedIn
3. Mary&May Launches Up-Sized 100g Tube of Their Two Best-Selling Patented Cream : Mary&May : PRESS