Brand Story: Jumiso

November 17, 2025

Jumiso is a Korean skincare brand established in 2016 with the goal of bringing a 'smile' to its customers. It is part of the parent company Helloskin and is known for its effective ingredients and unique, attractive packaging. ^{1, 2}

Brand Philosophy and the Meaning of the Name

The name Jumiso (주미소) is derived from the Korean words "주" (to give) and "미소" (smile). This reflects the brand's core value of solving customers' skin concerns and making them smile through product use. ¹ The original brand logo also features a cute smile design that embodies this philosophy.

The Visionary Behind the Smile

The earnest philosophy of "Jumiso" was brought to life in 2016 by co-founder Siheon Keum. As a senior university student driven by an entrepreneurial spirit, Keum was uniquely positioned to launch the brand. Growing up surrounded by the cosmetics industry—his father worked in supplying packaging materials—he gained an insider's view of product development and ingredient integrity ^4,5.

Helloskin CEO

Inspired by the global potential of Korean cosmetics and a personal drive to share positive energy, Keum established Jumiso with his brother. He understood that while trends come and go, the commitment to functional basics, quality ingredients, and making customers genuinely happy remains constant. His vision ensures that every Jumiso product is not just a cosmetic item, but an emotional one, designed to bring a little bit of joy and confidence to the user’s daily routine.

Why Jumiso?

Jumiso advocates for functional efficacy, aiming to bring about real skin changes with clinically tested products. In product development, it focuses on improving skin health and radiance by combining natural ingredients with potent active components.^{1, 3}

Key Ingredients: It utilizes well-known ingredients such as Vitamin C, Centella Asiatica (Cica), Aloe Vera, snail mucin, and ceramides.
Product Lines: It manufactures a variety of skincare products including brightening masks, facial cleansers, face serums, toners, and creams, gaining particular recognition for its sheet masks.
Global Presence: Products are made in Korea, and the brand has gained popularity in international markets including Europe, the United States, and Southeast Asia.

The Hero Products

Jumiso has become globally recognized for a few key product lines that perfectly embody their philosophy of delivering noticeable results and a genuine "smile."

The All Day Vitamin Series

Perhaps their most iconic line, the All Day Vitamin Brightening & Balancing Facial Serum, is a global bestseller for a reason. Instead of using highly unstable L-Ascorbic Acid (pure Vitamin C), Jumiso expertly utilizes Vitamin Tree Extract (Sea Buckthorn) as its base, delivering a rich concentration of natural Vitamin C and Vitamin E. This approach ensures maximum stability and gentle delivery, effectively tackling dullness, balancing skin tone, and restoring a natural, healthy luminosity without the irritation often associated with potent Vitamin C serums. It is the definition of effective, daily nourishment

Snail and Centella Fusion

Jumiso is also celebrated for its unique approach to soothing and repair. Their Snail Mucin + Centella Cream blends two of K-Beauty’s most beloved ingredients—Snail Secretion Filtrate for intensive repair and healing, and Centella Asiatica Extract (Cica) for calming inflammation and redness. This powerful yet lightweight fusion offers deep hydration and accelerates the recovery process, making it a perfect staple for sensitive, compromised, or acne-prone skin that needs tender, loving care.

Deep Hydration: The Waterfull Hyaluronic Line

Understanding that hydration is the bedrock of glowing skin, Jumiso developed the Waterfull Hyaluronic Acid line. This series goes beyond simple surface moisture by employing up to seven different molecular weights of hyaluronic acid. This innovative spectrum allows the formula to penetrate various depths of the skin—from the surface layer for immediate plumping to deeper layers for long-lasting water retention. This line, often featuring their popular Waterfull Hyaluronic Acid Toner and Cream, delivers that coveted 'chok-chok' (dewy) finish, ensuring the skin barrier is fully saturated, bouncy, and resilient.