At the '2025 Brand of the Year Awards' ceremony held on the 28th at the Shilla Hotel in Jangchung-dong, Jung-gu, Seoul, Jeon Kyungjae, CEO of Jayjun Cosmetic (right), is taking a commemorative photo with Zhou Yubo, head of the Korean branch of the People's Daily online portal, after receiving the award. Jayjun Cosmetic. Photo by Jeon Kyungjae
Jayjun Cosmetic, a company specializing in cosmetics, has once again proven its status as a leading K-beauty company, thanks to its achievements in the Chinese market.
On August 29, Jayjun Cosmetic announced that it had ranked first in the mask pack category for China at the '2025 Brand of the Year Awards' ceremony, which was held on August 28 at the Shilla Hotel in Jangchung-dong, Jung-gu, Seoul.
The 'Brand of the Year Awards' is the largest brand awards ceremony in Korea, hosted by the Korea Consumer Brand Committee and co-organized by the Korea Consumer Forum and Korea Economic Daily. Every year, brands representing the year are selected through consumer voting. In particular, its credibility and influence are highly regarded because consumers directly participate in the evaluation process.
Jayjun Cosmetic has proven both its product competitiveness and brand reliability by ranking first in the mask pack category for China for nine consecutive years, from 2017 to this year. Among its key products, the Black Water Glow Mask, Intensive Shining Mask, and Rose Blossom Mask have established themselves as steady sellers, enjoying long-term popularity among Chinese consumers. In addition, the company has been expanding its product lineup, including basic skincare lines, further strengthening its position in the global market.
This achievement demonstrates that Jayjun Cosmetic is evolving beyond simply being a brand with popular products, establishing itself as a trusted representative of K-beauty. This is expected to serve as an important driving force in expanding its reach to global consumers in the future.
Going forward, Jayjun Cosmetic plans to continue its strong performance not only in China but also in overseas markets such as Southeast Asia, the Americas, and Europe.
A representative from Jayjun Cosmetic stated, "Winning the Brand of the Year Award for nine consecutive years is not just a record, but a result created by the trust and choices of consumers who have experienced our products firsthand," adding, "We will continue to evolve into a brand that accurately understands the needs of global consumers through innovative product development and locally tailored marketing."
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