DENOISE officially launches with first barrier-care line for women in their 20s, names actress Jeon So-young as exclusive model

New skincare brand DENOISE officially launched on the 7th, entering the market with actress Jeon So-young as its exclusive model.

The brand is built around the growing beauty trend of high-function minimalism. Its name combines “DE,” meaning to remove or reverse, with “NOISE,” reflecting a philosophy of reducing unnecessary ingredients, excessive information and pressure from other people’s standards.

DENOISE targets women aged 25 to 35 with distinct personal preferences. Its slogan, “First skin barrier longevity in your 20s,” promotes maintaining healthy skin from an early age. The brand has identified skin longevity, skinimalism and sensory comfort as its three main pillars.

It is also focusing on the limits of barrier creams, which consumers often avoid in summer because of their greasy feel. The brand says it optimized the delivery of active ingredients to improve absorption and designed its first formulation to remain on the skin for longer.