Awesome Glow Co., Ltd., a newly established corporation founded in June 2024, owns the cosmetics brand Goodinuff and has launched three SPF products under this brand. The company is led by co-CEOs, including Boyoon Shin, who previously managed global operations for over 20 years at one of Korea’s leading cosmetics companies. After leaving her senior executive role, she founded Goodinuff with a vision to simplify the overwhelming and complex skincare routines by focusing on essential products that promote skin health while reducing waste from excessive packaging, in alignment with ESG (Environmental, Social, and Governance) values.

The brand name, Goodinuff, is derived from the English phrase “good enough,” reimagined with a playful and trendy twist to resonate with the MZ generation. True to its name, the brand emphasizes that a single, essential product like sunscreen can effectively care for and protect the skin because it’s simply “good enough.”

The brand’s initial product lineup includes one sunscreen and two sun blushers (in Pink and Peach), with the sun blusher being an innovative, first-of-its-kind product in Korea’s suncare category. Unlike traditional blushers that simply add color, Goodinuff’s Sun Blusher provides SPF 50+ PA++++ protection, shielding the cheeks—one of the most sun-exposed areas—from harmful UV rays. In addition, it offers hydration and a natural, healthy flush of color.

This multi-functional product caters to a wide range of users, from the trendy MZ generation seeking stylish makeup to seniors who may be unfamiliar with complex makeup techniques, offering a convenient solution for both skin protection and enhanced complexion.

While the brand will initially focus on online exposure and sales within Korea, its ultimate goal is to expand into the global market.