"I Used It for 10 Years, But I'm Leaving"... Natural Cosmetics Brand Faces Backlash After Featuring BJ Gwajeupseyeon as Model

Seedmul, a natural cosmetics brand, has issued an apology for featuring popular internet broadcaster BJ Gwa-Ju-Se-Yeon as an advertising model.

On April 21, Seedmul announced on its official website, "We apologize regarding the recent external collaboration event."

Controversy has arisen as BJ Gwa-Ju-Se-Yeon collaborates with Seedmul for advertising. BJ Gwa-Ju-Se-Yeon YouTube

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On April 19, BJ Gwa-Ju-Se-Yeon uploaded an advertisement video for Seedmul products on her YouTube channel. In the video, she stated, "I usually have sensitive skin so it's difficult for me to recommend products, but this one is mild and reasonably priced, and I've genuinely used it for a long time." She added, "I personally contacted Seedmul because I wanted my fans to try it, and since they accepted, I am introducing it to you all." The special promotional product advertised by BJ Gwa-Ju-Se-Yeon reportedly sold out early.

However, since BJ Gwa-Ju-Se-Yeon is known as an influencer who broadcasts in revealing outfits-so-called "beot-bang"-there has been ongoing criticism that selecting her as an advertising model was inappropriate. Critics pointed out that, given Seedmul's primary customer base is women, appointing a broadcaster known for exposure as a model is inconsistent with the brand's identity.

The company stated, "With regard to the recently launched set, there was a lapse in judgment that betrayed the values Seedmul has pursued and the trust of our customers."

Apology statement published by Seedmul. Seedmul website

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Seedmul further explained, "This collaboration began when she (BJ Gwa-Ju-Se-Yeon) left a positive review about regularly using Seedmul products and reached out to us directly. Based on her firsthand experience, we thought it would be good to let others try Seedmul's products as a one-time set promotion."

The company added, "Our highest priority must be our customers, so we have humbly accepted your invaluable feedback and immediately discontinued and removed the set after reviewing your opinions. We sincerely apologize once again for acting contrary to our brand values and for failing to research and confirm thoroughly during the planning stage," the company representative said, bowing in apology.

The CEO of Seedmul also apologized on his personal blog, saying, "Before making a final decision, I should have done further research and listened to our customers' opinions, but aside from development, I did not pay enough attention. Through this mistake, I will focus more and research carefully when it comes to unfamiliar areas. Seedmul will remain true to its original intentions."

Despite the company's apology, a wave of customer withdrawals continues. Posts announcing membership cancellations are being uploaded one after another on the Seedmul message board.

One user commented, "The excuse that you didn't know makes me even angrier," adding, "As a customer of ten years, repeated corporate ethics controversies and inadequate responses have made me question the brand’s sustainability." Another consumer wrote, "Now I realize how lightly you have regarded loyal customers who believed in Seedmul as a 'good brand' and 'good cosmetics.' I will withdraw my membership and boycott the brand."

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