Creator-based beauty value chain group Leferi announced that it has appointed Jin Se-hoon, former MD and Global Business Head at CJ OliveYoung, as its new co-CEO.
Co-CEO Jin Se-hoon will take on the role of linking Leferi’s creator content marketing with retailers’ MD strategies to drive consumer purchasing conversion.
In April, Leferi held an offline ‘K-Beauty Select Store’ in Omotesando, Tokyo, in collaboration with Amazon, while simultaneously operating an online K-Beauty special exhibition on Amazon Japan. This marked the first instance of connecting an offline store with an online special exhibition on Amazon Japan.
Co-CEO Choi In-seok stated, "For creator marketing to lead to tangible results, it must reach retailers’ MDs and consumers simultaneously. Having experienced the power of connection firsthand through the Tokyo select store with Amazon, we determined that expanding this to domestic and international retailers required someone who understands retail most deeply."
Co-CEO Jin stated that he plans to build a cooperative system centered around major domestic retailers and e-commerce platforms. The approach involves reflecting retailer MD product selection criteria starting from the marketing planning stage and operating creator content in alignment with special exhibition and promotion schedules. They also plan to expand collaboration models such as joint promotions with retailers and creator curation planning exhibitions.
Overseas, the company plans to expand existing solutions linked with Amazon and Qoo10 to retailers and e-commerce platforms in major markets such as Japan and the United States. The strategy leverages the overseas business experience Jin accumulated during his tenure as the Global Business Head at CJ OliveYoung.
Leferi also plans to establish a beauty strategic fund in 2027 in collaboration with investment institutions and beauty industry partners. Through this, they plan to build a business structure that supports investment, marketing, and distribution linkages for K-beauty brands. Co-CEO Choi In-seok will oversee IP, content, AI-based production systems, and creator launch-related businesses as part of the AI-integrated creator value chain business, while Co-CEO Jin Se-hoon will exclusively manage cooperation with domestic and international retailers and the expansion of the distribution market.
Co-CEO Jin stated, "As creators and content have played a crucial role in the process of K-beauty growing in the global market, we will support the continuous growth of brands." Co-CEO Choi also stated, "We will jointly create a structure where brands can achieve results in domestic and international retail markets."
