Key Takeaways:

• IMM Investment, Korea's largest venture capital firm, has invested in indie beauty brand Toun28 to fuel international expansion.
• The Korean eco-conscious beauty startup is positioned at the intersection of personalized skincare, sustainability, and beauty tech.
• Toun28 offers customized skincare tailored to facial conditions, climate, and environmental data.

Seoul Economic Daily reported that Toun28, the vertically integrated eco K-beauty brand, will use investment to scale overseas distribution.

WHO: Toun28 was founded in 2017 by Jung Maira, a cosmetics materials researcher, and Park Jun-su, previously in LG Electronics’ data division. The eco-friendly brand that uses only organic, hand-picked, and carefully selected, highest-quality ingredients operates its own farm in Haenam, South Jeolla, cultivating pesticide‑free ingredients and emphasizing “food‑grade” natural formulations for skin. Products are packaged in patent-pending, fully recyclable paper packaging. The business offers a personalized subscription that collects detailed skincare information from consumers as well as climate and environmental data. For 50,000 KRW ($42.50) per month, the brand manufactures customized organic products based on this data and sends them out on the 28th of every month.

Founded in 1999, IMM Investment is a Seoul-based investment firm that targets venture, growth equity, and infrastructure-related investments across South Korea. Beauty investments include APR, Goodai Global, and Vinow.

WHY: The company has been primarily focused on its domestic business. The investment will be used for international distribution, primarily on platforms such as Amazon and TikTok.

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