From the retail
floor
to building
global K‑Beauty
How two decades in beauty retail, brand building and technology became the experience behind every partner project.
It started
on the shop floor.
YJBN’s story began before the company itself.
In the early 2000s, JANG EUNJU spent a year helping at a family-run beauty supply store in the United States.
It was her first close look at how customers choose, compare and repurchase beauty products.
That lesson still shapes how we work: understand the people who choose a product before you create it.
From retail to brand,
technology and global markets.
- 012003 – 2004
Learning the market through commerce
The story began a little earlier than the company. HAIRBEST.com launched in December 2003,
when specialized online retail for professional salon care was still emerging in Korea.
With the business formally established in 2004, YJBN’s journey began in earnest.By curating professional brands from Korea and abroad, we learned what salons selected,
what consumers searched for — and what they came back to buy.
From our archive · Nov 2012 HAIRBEST ranked No. 4 among Korea’s most popular online shopping malls on Naver — daily and weekly. - 022011 – 2012
From curating brands to building our own
Years of selling other brands raised one question: what if we built the products ourselves?
We began planning in 2011 and launched CELLREBORN in 2012 — professional scalp
and hair care with a Korean identity — introducing it to salon partners across Korea.
CELLREBORN Protective line · 2013 
First CELLREBORN partner seminar · July 2013 
The philosophy behind CELLREBORNNature inspired us.
Science gave it form.CELLREBORN combines “Cell” and “Reborn” — expressing our belief in renewal from the foundation.
We created it believing nature should be more than an image on a package.
Nature is where we look for possibilities; formulation and science are how we turn them
into products people can actually use and experience.Years in the salon market had taught us that people do not choose products for a story alone.
They return to products that feel right, perform reliably and fit into real routines.Infused Nature, Cellreborn.
- 032012 onwardBuilt with the world in mind
The ambition was global from the beginning.
CELLREBORN was never meant to be a Korea-only brand. We wanted to build a Korean professional beauty brand
capable of competing in markets with a long professional salon heritage, including Europe.
That ambition shaped how we approached formulation, product quality and international regulatory readiness
— and, later, our own technology and intellectual property.EU CPNP notification became an important regulatory milestone in preparing CELLREBORN for overseas markets.
- 042020 – 2023Building our own technology
A global brand needs more than a name.
As our ambitions grew, so did our standards. Competing globally required technologies
and intellectual property of our own — so we strengthened our R&D and developed proprietary
formulation technologies, including the CGE Complex™ platform (CGE-V1, V2, V3).Nature inspired the idea. Formulation gave it purpose. Technology made it ours.
- 052022 – 2023
Taking CELLREBORN global
“Why isn’t there a Korean salon-care brand recognized around the world?”By 2022, we decided to turn that long-held ambition into action.
We started with what we knew best — professional salon distribution — and built export readiness
step by step through regulatory preparation, exhibitions, buyer meetings and local market research.In 2023, an exclusive partnership with the Russian beauty retailer Gold Apple became an important milestone:
dedicated CELLREBORN shelves in 27 stores across 17 cities.
Moscow · Metropolis 
Moscow · Paveletskaya Plaza 
St. Petersburg · Nevsky 
Kazan 
Chelyabinsk 
Krasnodar 
Rostov-on-Don 
Volgograd Gold Apple store displays, June 2023 — “ONLY IN GA” marks the exclusive range.
- 06TodayBeyond CELLREBORN
We built our own brand.
Now we build with others.Building CELLREBORN gave us experience in market research, brand building, formulation,
proprietary technology, production, regulatory preparation and global business.
We did not want those capabilities to remain within our own brand alone.Around the world, entrepreneurs, distributors and beauty professionals are looking to Korea
to create products and brands of their own.
We wanted to work with them — sharing what we had learned and helping turn their ideas
into real K-Beauty products. This is why YJBN expanded into OEM/ODM.23Export marketsUSD 30M+Cumulative export contracts5Patents (Korea)ISO 22716CGMP productionAs of 2026
What guides us
- Nature
We find possibilities and inspiration in nature.
- Science
We turn inspiration into products through research, formulation, technology and IP.
- Human
Every product starts from real people and real market needs.
- Partnership
We share our experience and technology to grow together with our partners.
Our experience,
working for your brand.
Market-informed product planning
Two decades in salon-care retail and commerce taught us how products are selected, positioned and sold.
A brand owner’s perspective
We run our own brand, so we understand positioning, packaging, launch strategy and the realities behind every product decision.
Technology behind your formula
Our R&D and patent experience helps us develop products with both marketability and technical differentiation in mind.
Built for global markets
Our export experience helps us consider documentation, regulatory readiness and market requirements from the development stage.
Learn from the market.
Build from experience.
Take the next challenge.
Share what we learn.
Build your next product with us.
OEM/ODM or distribution — tell us about your project and our team will respond promptly.