The issue flared on April 19 when her YouTube content unveiled a “Fruity Set” made up of Brand A’s products.
In the video, Se Yeon said, “I reached out first because I wanted my fans to try these. It wasn’t even a brand I usually advertise, but they accepted, so I introduced it.” She added, “Skin differs for everyone, so I’m cautious about recommendations, but I liked that the products were gentle and reasonably priced,” emphasizing her own experience using them.
After the video dropped, the set sold quickly and interest surged, ending earlier than planned. At the same time, criticism spread across online communities.
Many pointed out that a beauty brand with a largely female customer base didn’t mesh with this creator’s image, calling it “a mismatch with the brand” and “a decision that ignored the target audience.” Some users reacted strongly, saying they would stop buying from the brand or delete their memberships.
As the backlash grew, Brand A posted an official notice on April 21, apologizing for “a lapse in judgment that undermined the values the brand pursues and the trust of our customers” regarding the set’s planning. The company added that “the collaboration was a one-off, prompted by the creator’s review and proposal after using the products,” and said it “immediately ended sales and deleted related content based on customer feedback.”
The brand also said it would “reflect deeply on decisions that did not align with our values at the planning stage” and “strengthen reviews across all marketing, including ads and collaborations.”
Se Yeon is a creator with roughly 300,000 YouTube subscribers, 190,000 Instagram followers, and 180,000 AfreecaTV viewers. Her channel has grown steadily since surpassing 100,000 YouTube subscribers in 2020.
Meanwhile, some of her past content has faced criticism over revealing outfits and suggestive expressions, fueling renewed debate about whether this collaboration fit the brand’s image and further intensifying the backlash.
(SBS Entertainment News | Kang Kyung-youn)