The official Korean website lists MeFactory Co., Ltd. as the parent company, overseeing business operations across face, eye, lip, hair, and skin categories.[5]

Early Development

MERZY emerged as a Korean makeup brand dedicated to making fashion-forward cosmetics accessible to younger demographics. Its early identity was intrinsically linked to color cosmetics, specifically eye and lip makeup. An official notice from November 2018 described the company as a “free and fashionable makeup brand,” illustrating its positioning during this initial commercial phase.[6] Corporate records continue to identify MeFactory Co., Ltd. as the entity behind the brand.[7]

Expansion Through Lip Products

Lip makeup ultimately became the category most synonymous with MERZY. Rather than pursuing a luxury positioning, the brand differentiated itself through strong pigmentation, trendy colorways, matte and velvet textures, and accessible pricing. Visually distinctive packaging and collections anchored in specific moods or personalities helped MERZY carve out a recognizable niche within the competitive Korean cosmetics landscape.

The central tenet of MERZY is “Another Me,” which frames makeup as a tool for revealing alternative sides of one’s personality rather than merely correcting imperfections. The official international site uses “MERZY: Another me” as its primary identity marker.[8] This philosophy drives the brand’s visual and product strategy, linking personality to color, makeup, and self-expression. Consequently, MERZY frequently utilizes bold colors and product names that evoke specific aesthetics or emotional states.

MERZY’s market identity is defined by five key characteristics:

• Individuality: Makeup is positioned as a medium for communicating personal identity rather than conforming to conventional standards.
• Fashionability: Collections are regularly built around contemporary color trends and visual concepts, reinforcing its status as a fashion-oriented brand.[9]
• Youthfulness: Communication targets younger beauty consumers, particularly those engaged with Korean makeup trends.
• Bold Color: Color serves as a primary brand asset, ranging from everyday nudes to deep reds, browns, and muted tones.
• Accessibility: MERZY operates in the mass-market to mid-range segment, offering trendy products without luxury price points.

Originally focused on color cosmetics, MERZY has since diversified its offerings. The official Korean website categorizes products into Face, Eyes, Lips, Hair, Skin, and other segments.[10] International storefronts similarly divide assortments into Lips, Eyes, Face, and Skincare, featuring lines such as Cyber Mellow Tint, Academia, Soft Touch, The First Velvet Tint, Watery Dew Tint, and Bite The Beat Mellow Tint.[11]

Signature Lip Products

Lip makeup remains MERZY’s most significant category.

• The First Velvet Tint: This line established the brand’s association with velvet and matte Korean lip makeup, combining liquid tint application with a soft texture and high color payoff.
• Mellow Tint: Multiple generations of this product have been released, including the Cyber Mellow Tint and Bite The Beat Mellow Tint.
• Soft Touch: Launched in 2023, Soft Touch 2 emphasized both lipstick aesthetics and packaging design, marking another evolution in the brand’s lip portfolio.[3]

Skincare Expansion

In August 2024, MERZY expanded into skincare with the launch of the V-HYALURON line in Vietnam. This collection features a moisturizing toner and ampoule formulated with a proprietary V-Hyaluron complex containing 11 types of hyaluronic acid alongside vitamins B, C, and E.[12] This move signals a strategic shift from being solely a lip-focused label to a broader beauty brand.

Vietnam Market

Vietnam represents a critical market for MERZY. A significant milestone occurred in March 2020 when the limited-edition Merzy Velvet Tint V6 Blue strengthened the brand’s connection with young Vietnamese consumers.[13] Popularity in this region has been largely driven by social media beauty culture and lip product trends. Operations in Vietnam are managed by Unicorn Trading Service JSC,[14] with products available via the official website and major e-commerce platforms like Shopee and Lazada.[15]

Current Product Architecture

As of 2026, the official Korean store reflects a portfolio significantly broader than its original lip-centric reputation:[16]

• Lips: Tints, lip products, and multiple tint collections
• Eyes: Mascara, eyeliner, eyebrow products, eyeshadow
• Face: Foundation, cushion, concealer, blush, powder
• Skin: Skincare products
• Hair / Etc.: Additional beauty categories

This structure confirms MERZY’s evolution into a comprehensive beauty brand.[17]

MERZY occupies a distinct space in the cosmetics market, balancing trend responsiveness with affordability.

Unlike generic budget brands, MERZY’s value proposition centers on providing fashionable, expressive Korean makeup at an accessible price point. Its success is attributed to K-beauty credibility, strong hero products, trend-driven colors, distinctive visual identity, and collection-based marketing that encourages shade collecting.

The core consumer base consists of teenagers, university students, and young professionals who view makeup as a form of self-expression. These digitally engaged consumers seek affordable alternatives to premium cosmetics that still offer a fashionable Korean aesthetic.

Despite its strengths, MERZY faces challenges common to trend-driven brands, including market saturation, rapidly changing trends, and the ease of product replication. Furthermore, expanding into skincare requires establishing new credibility beyond its historical strength in lip makeup, while facing competition from Japanese, Chinese, Western, and Southeast Asian brands.

• MERZY Korea — Official Website
• MERZY Korea — Korean Official Site
• MERZY Vietnam — Official Website

1. MERZY : Another me
2. MERZY : Another me
3. Soft Touch 2 và sự thành công của dòng son Hàn Merzy
4. MERZY : Another me
5. MERZY VIỆT NAM
6. Merzy Another me – MERZY VIỆT NAM
7. Giới thiệu Ampoule Hyaluronic Acid Phức Hợp Xanh – MERZY VIỆT NAM
8. Thực hư hãng son Hàn Quốc Merzy rút khỏi thị trường Việt Nam
9. Tiểu luận MKT 101: Phân tích Chiến lược Ra mắt Sản phẩm Merzy – Studocu
10. MERZY : Another me
11. Merzy Việt Nam – Về chúng tôi
12. MERZY : Another me
13. MERZY : Another me
14. MERZY : Another me
15. MERZY : Another me
16. MERZY : Another me
17. MERZY : Another me