Juicy Yeon Cosmetics Collaboration Ends Sales

The cosmetic brand 'Sidmool,' popular among female consumers for its natural ingredients, faced strong backlash from customers after launching a product in collaboration with internet broadcasting personality (BJ) Gwajeubseyeon. Sidmool has since issued an official apology and terminated sales of the product.

In a statement posted on its official website, Sidmool apologized, stating, "Regarding the recent external collaboration event, there was a flawed judgment that betrayed the values Sidmool has pursued and the trust of our customers." Sidmool explained that the collaboration began with Gwajeubseyeon's voluntary review and direct contact, and a one-time set was created to allow more customers to experience the products.

However, the company announced, "We humbly accept the valuable feedback from our customers and have immediately terminated sales and removed the set." Sidmool added that they deeply apologize again for the judgment made during the planning process that did not align with the brand's values.

Previously, on the 19th, Gwajeubseyeon introduced a four-item set created in collaboration with Sidmool on her YouTube channel, stating, "It's mild and affordable, a truly favorite item." She also revealed, "​They don't do marketing, but I wanted to share something good with my fans, so I contacted them directly to do an advertisement." The set sold out quickly and was prematurely discontinued.

However, after the video's release, netizens reacted negatively online. Criticisms arose that it was inappropriate for a brand whose main customer base is women to collaborate with a BJ who broadcasts in revealing outfits. One netizen criticized, "How can a brand whose main customer base is women hire a BJ who leads the sexual objectification of women?" and "​I feel betrayed that a family-like brand that has only emphasized product quality without using models is now trying to open women's wallets by featuring someone who makes money from 'underground' activities." Other reactions included, "Don't they even search before hiring a model?", "Is this a women-friendly company?", and "I've been a user for 10 years, but I'm leaving." Following these comments, posts on Sidmool's website confirming user 'withdrawals' continued.