It's Skin

What It's Skin does

It's Skin (잇츠스킨) is a South Korean skincare and cosmetics brand operated by listed parent ItS Hanbul Co., Ltd. (KRX: 226320), headquartered in Gangnam-gu, Seoul. The company develops and sells skincare, cleansing, mask, sun-care, makeup, and body-care products across its flagship It's Skin brand, the Dictionist amino-acid sub-brand, the Chasing Rabbits body/cleansing sub-brand, and an ICS line. Distribution is a domestic Korean direct-to-consumer e-commerce model executed through its official online mall (itsskin.com) and a Naver Smart Store marketplace presence, with supplemental pop-up store activations for offline brand experience.

The product portfolio is organized around ingredient-led formulation: the Power 10 effector range targets specific concerns via licorice extract (Gancaojulren), propolis, vitamin C, and CO firming actives; Doctor Savers serum-infused sheet masks deliver hyaluronic acid, multi-vitamin, and cica complexes; the Prestige line anchors premium positioning with snail collagen, ginseng, and gel-matrix technology; Snail Collagen Active, Glutathione Shot, and Secret Solution Wedding Dress round out the catalogue. Pricing spans 2,900–80,000 KRW, with entry-level items supporting trial and 50,000–80,000 KRW set bundles supporting premium attach, plus first-purchase discounts up to 82% as an acquisition lever.

It's Skin monetizes entirely through B2C unit-priced product sales (one-time transactions) with a mileage-based loyalty program, 50–500 KRW review incentives, and multi-channel social marketing on Instagram, Facebook, YouTube, and KakaoTalk. The customer base is concentrated in Korean-speaking skincare consumers across two persona segments — daily-routine skincare enthusiasts and premium anti-aging shoppers — with growth supported by high-volume social proof on hero SKUs (Power 10 Gancaojulren Effector: 49,777 reviews at 4.9 stars; 130-sheet Jelly Pad set: 119,895 reviews). The company has 251–500 employees and operates without disclosed international distribution, AI/ML capability stack, or active institutional capital raises beyond historical 2015 funding rounds.

Name

It's Skin

Legal name

주식회사 잇츠한불

Website

https://itsskin.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

It's Skin is a South Korean skincare and cosmetics brand selling serums, toners, creams, masks, cleansers, and body care products via its DTC online mall and Naver Smart Store, serving domestic Korean consumers through multi-line and multi-brand offerings including Power 10, Dictionist, and Chasing Rabbits.

Ownership category

akta.pro rank

Product category

Korean Skincare and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Korean skincare products
• K-beauty cosmetics
• Skincare ampoules
• Sheet mask products
• Cleansing and sun care

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: B2C direct sales of skincare and cosmetics products through official e-commerce platform (itsskin.com) and Naver Smart Store, with consumers purchasing individual products or bundled sets at varying price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

It's Skin is a South Korean skincare and cosmetics brand that develops, manufactures, and sells a portfolio of facial skincare, cleansing, sheet masks, sun care, and makeup products across its main brand and sub-brands (Dictionist, Chasing Rabbits, ICS). Its products include effector ampoules (Power 10 line), jelly pads, toners, creams, serums, and gel masks formulated with active ingredients such as licorice extract, hyaluronic acid, snail mucin, collagen, vitamins, and amino acids, sold primarily through its official online mall and Naver Smart Store.

Product overview

It's Skin is a Korean skincare brand offering a comprehensive portfolio of skincare and beauty products organized across multiple sub-brands. The main It's Skin brand features the signature Power 10 effector line (specialized ampoules for targeted skin concerns), jelly pads, toners, creams, and masks. Sub-brands include Dictionist (amino acid-based skincare) and Chasing Rabbits (cleansing and body care). The Prestige line represents premium offerings including snail collagen and premium glow series products. Key product categories span skincare (toners, serums/ampoules, emulsions, creams), cleansing (balms, foams), masks (sheet masks, gel masks, pads), sun care, and body care. The company operates through its official e-commerce platform and distributes via Naver Smart Store, with products formulated for various skin concerns including moisturizing, brightening, pore care, soothing, and anti-aging.

Differentiator

Problem solved

Functional benefit

Brands

• 잇츠스킨 (ItS Skin): Primary brand offering skincare, cleansing, mask packs, sun care, makeup, and body care products. Includes sub-lines such as Power 10, Prestige, Snail Collagen Active, Secret Solution, Glutathione Shot, and Doctor Survivors.
• 딕셔니스트 (Dictionist)
• 체이싱래빗 (Chasing Rabbit)
• ICS

Products and services

• Power 10 Effector Line (파워10 라인)

Quantifiable outcome

• Power 10 Gancaojulren Effector: 49,777 customer reviews with 4.9 star rating
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• COSRX: COSRX is a Korean skincare brand specializing in minimalist, ingredient-driven formulations (snail mucin, AHA/BHA, centella). It competes with It's Skin's treatment-focused lines and has built strong global DTC presence.
• The Face Shop: The Face Shop, owned by LG H&H, is a K-beauty mass brand spanning skincare, makeup, body care, and signature sheet-mask products. It overlaps with It's Skin on category mix and target customer, including tiered pricing across hero lines.
• TONYMOLY: TONYMOLY is a Korean beauty brand offering skincare, masks, and cosmetics with playful branding and ingredient-led product lines. Directly comparable to It's Skin on portfolio breadth, channel mix, and Korean mass-market positioning.
• Etude House: Etude House is an Amorepacific mass-market beauty brand combining skincare and color cosmetics targeted at younger consumers in Korea and abroad. Comparable to It's Skin on multi-category assortment and entry-to-mid skincare price tier.
• Missha: Missha is a domestic-focused Korean beauty brand under Able C&C offering skincare, color cosmetics, and sheet masks with a similar e-commerce-led GTM. It directly competes with It's Skin on price, channels, and ingredient-led product positioning.
• Innisfree: Innisfree is a mass-market K-beauty skincare and cosmetics brand under Amorepacific, sold DTC online and through extensive offline retail. Like It's Skin, it competes on ingredient-led skincare and broad skincare/cleansing/mask assortment at accessible price points.
• Holika Holika: Holika Holika is a K-beauty brand under Enprani offering skincare, sheet masks, and makeup at mass-market price points. Comparable to It's Skin on product breadth, DTC-led distribution, and ingredient-led marketing.

Broad incumbents

• Sulwhasoo: Sulwhasoo is the premium prestige skincare line of Amorepacific, formulated with traditional Korean botanicals. It is broader and more aspirational than It's Skin but shares the Korean heritage, ginseng/herbal ingredient positioning, and overlap on Prestige-tier skincare.
• Amorepacific: Amorepacific is Korea's largest cosmetics conglomerate, operating multiple brands including Innisfree, Etude House, and Sulwhasoo. It competes with It's Skin across mass and prestige tiers and dwarfs it in scale, R&D, and global distribution.

Emerging players

• Klavuu: Klavuu is a Korean prestige skincare brand featuring pearl- and floral-extract formulations sold DTC and through specialty retail. Comparable to It's Skin's premium Prestige line on ingredient sophistication and tier positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/itsskinkr
• Facebookfacebook.com/itsskinkr
• Instagraminstagram.com/itsskin_official
• LinkedInlinkedin.com/company/its-skin-co-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about It's Skin