G-Dragon’s PEACEMINUSONE Is Launching a Beauty Brand With Goodai

K-pop star G-Dragon’s fashion label is moving into cosmetics. Goodai Global, the company behind Beauty of Joseon and TIRTIR, said on Thursday, Oct. 8, that it will launch a new cosmetics brand called PEACEMINUSONE BEAUTY with PEACEMINUSONE, the brand G-Dragon founded in 2016, Seoul Economic Daily and ChosunBiz reported. The official launch is targeted for the first half of 2027.

The two companies will work together on the entire process, from setting the brand concept to product planning and development, according to both outlets. Rather than simply attaching a famous name to existing cosmetics, the partners plan to build a separate beauty brand, Seoul Economic Daily reported.

The rollout will start at home. PEACEMINUSONE BEAUTY is set to debut in South Korea first and then expand sales to the United States and Japan, both outlets said, with Seoul Economic Daily adding that other countries will follow. Specific product categories and the brand concept have not been announced; they will be revealed in stages through the brand’s official social media accounts.

Goodai Global brings a large K-beauty portfolio to the partnership. The company owns Beauty of Joseon, TIRTIR, SKIN1004 and Round Lab, and it posted consolidated revenue of 1.4717 trillion won, or about $1.03 billion, last year, according to Seoul Economic Daily. The outlet said Goodai is expected to support the new brand’s global push with its overseas distribution networks and brand management experience.

PEACEMINUSONE has steadily grown beyond clothing. G-Dragon, whose legal name is Kwon Ji-yong, built a global following for the label through projects such as the Para-Noise sneakers made with Nike, ChosunBiz reported; Seoul Economic Daily added that its daisy logo and designs helped it gain recognition. The brand has since worked with partners in outdoor gear and food and beverage. Last month, it teamed with McDonald’s Korea on three limited-edition items, a vintage cap, a shoulder bag and a pin set, and lines formed on the first day of sales, both outlets reported.

“PEACEMINUSONE BEAUTY is a new brand born from combining Goodai Global’s global beauty business capabilities with PEACEMINUSONE’s original worldview,” Goodai Global CEO Chun Joo-hyuk said, according to Seoul Economic Daily. “Building on the strengths both companies have, we will show global consumers the value of a new beauty brand they have not experienced before.”

Industry watchers see the label’s existing fan base as an advantage. According to ChosunBiz, the view in the industry is that Goodai can lean on an established fandom to reduce the cost of launching a new brand while drawing early buzz, and Seoul Economic Daily said the partners aim to run PEACEMINUSONE BEAUTY as an independent, long-term brand rather than a one-off collaboration. Neither report included pricing details. Find more beauty and style news on our Lifestyle page.

Verification: The launch plan, timing, rollout markets, Goodai’s revenue and the CEO quote come from Seoul Economic Daily (Kang Dong-heon, Oct. 8). G-Dragon’s legal name, the brand’s past collaborations and the industry view are from ChosunBiz (Jang Woo-jeong, Oct. 8), which romanizes the CEO’s name as Cheon Ju-hyeok.