It's Skin
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.
- Company typePrivate
- Founded2014
- HeadquartersSeoul, South Korea
- Headcount251–500
- GTM type—
- OfferingHardware or Manufacturing
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.
It's Skin firmographics
Firmographics- 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
It's Skin industry classification
Industry- 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
Where It's Skin is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
It's Skin business model
Business model- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products including shipping test kits and single items |
| Unit Pricing | Pay-as-you-go | Standard product line with regular and promoted items |
| Unit Pricing | Pay-as-you-go | Premium and set bundles |
| Unit Pricing | Pay-as-you-go | First-time buyer special pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
It's Skin product offering
Product offeringCore 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
Companies that use It's Skin
Customer profileSegments2 records
Ideal customer profiles2 records
It's Skin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
It's Skin partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
It's Skin competitors and assessment
Company assessmentDirect 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
It's Skin social profiles
Digital presenceIt's Skin financial estimates
Financial estimateRevenue estimate
Valuation estimate
It's Skin leadership team
Management profileNumber of profiles
Profiles1 record
It's Skin subsidiaries and ownership
Company hierarchySubsidiaries4 records
It's Skin funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
It's Skin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about It's Skin
What does It's Skin do?
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.
Is It's Skin a public or private company?
It's Skin is a private company. It is classified as public and is currently operating.
When was It's Skin founded?
It's Skin was founded in 2014. It employs 251 to 500 people.
Where is It's Skin based?
It's Skin is headquartered in Seoul, South Korea, in the Asia region.
How does It's Skin make money?
One revenue line is on record: direct Product Sales.
Who are It's Skin's main competitors?
Direct peers on record are COSRX, The Face Shop, TONYMOLY, Etude House, Missha, Innisfree and Holika Holika. Broad incumbents are Sulwhasoo and Amorepacific. Klavuu is listed as an emerging player.
Does It's Skin have an API?
No public API is recorded for It's Skin.
What industry is It's Skin in?
It's Skin's product category is Korean Skincare and Cosmetics. Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAA, Facial Skincare (Cleansers, Toners, Moisturizers). Its NAICS code is 456120 and its SIC code is 2840.