Beauty legend returns: 3CE founder Kim So-hee launches new brand Situea, officially debuting June 22

Key highlights

• Former Stylenanda and 3CE founder Kim So-hee is returning to the beauty industry after 8 years away.
• Her new beauty brand is called “Situea (시튜에아).”
• Situea’s first products will officially go on sale on June 22, 2026.
• Having sold the management rights to Stylenanda for KRW 400 billion, her latest move has drawn considerable attention.

Have you noticed how competitive the beauty market has become in recent years? Still, some names instantly bring back memories of our younger days. Do you remember Stylenanda, the store you had to visit when traveling to Korea more than a decade ago, even if you didn’t buy any clothes or makeup? Now, after 8 years away, Kim So-hee, the legendary founder who set countless trends, has finally brought exciting news for beauty lovers. She’s officially returning with a new beauty brand, “Situea (시튜에아),” set to debut on June 22, 2026.

• Related article: Warm baked-croissant makeup is trending: 3CE is now available in Taiwan, and the café pop-up is great for photos, food, and shopping!

In 2018, Kim So-hee decided to focus on her family and sold the management rights to Stylenanda and 3CE to France’s L’Oréal Group for as much as KRW 400 billion. Over time, Stylenanda’s fashion business ceased operations, becoming a bittersweet memory of an era for many, while 3CE is the only one that continues to thrive.

A surprise after 8 years away: the new brand “Situea”

Just as everyone thought Kim So-hee would completely step out of the spotlight, she revealed this long-awaited surprise. For fashion-forward women, 3CE’s distinctive color palettes and packaging aesthetic have long been unforgettable. Naturally, there are high expectations for the new brand Situea, which she is personally leading, and the breakthroughs it may bring.

The name Situea has already sparked plenty of discussion on Korean social media.

Situea carries the nostalgia people feel for the Stylenanda era while also symbolizing the founder’s evolved aesthetic after 8 years of reflection. Amid today’s wave of clean, refined Korean beauty, she’s sure to bring a fresh perspective to our makeup bags once again with her distinctive eye.

The brand has not yet announced the specific products or prices for its first launch. Still, as June 22 approaches, those who are interested may want to keep an eye out and mark the date on their calendars.

Join POPBEE Circle and subscribe to the POPBEE newsletter to get the latest updates right away, along with early access to exclusive perks and discounts! Beyond this article, here are some recent stories worth checking out: