Korean brand apologizes after canceling controversial Streamer collaboration

A Korean cosmetics brand SIDMOL is facing mounting backlash — and issuing repeated apologies — after partnering with controversial streamer Juice Seyeonbetter known to K-Pop fans for her past association with HIBEsay Bang Si Hyuk.

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The controversy began when the brand launched a campaign promoting several products under the label “Juice Seyeon’s PICK,” positioning the collaboration as a reflection of items she personally used and recommended by her. YouTube content. The campaign quickly escalated into a full product launch, including a curated four-piece set tied directly to her endorsements.

What the company overlooked, however, was a fundamental mismatch between its brand identity and its audience.

Marketed as a “natural” and lifestyle-focused cosmetics line, the brand’s core consumers reportedly reacted negatively to its association with Juice Seyeon, known for adult-oriented and provocative content. As criticism spread across online communities, including multiple posts similar to those seen on forums such as thathas sharply turned consumer sentiment, with some users openly calling for a boycott and questioning the company’s judgment.

With pressure mounting, the brand moved quickly to contain the fallout. An official apology was posted, acknowledging that the collaboration was mirrored “inadequate judgment” and undermined customer confidence. The company confirmed that it has not only stopped sales of the Juice Seyeon set, but also completely removed all related listings. But the reaction didn’t stop there.

(Notice) We sincerely apologize for the recent external collaboration event.

Hello, this is SIDMOOL.

To our customers who have always trusted and supported Sidmool, we would like to sincerely apologize for the inadequate judgment we have made regarding this product set, which has undermined the values ​​we uphold and the trust you have placed in us.

This affair began as a one-time set of promotions intended to allow more people to experience our products, following that individual’s voluntary product review and direct outreach. However, after carefully listening to and accepting our customers’ valuable feedback, we have immediately stopped sales of the kit and removed it under review.

Once again, we deeply apologize for the decision made during the planning process that was inconsistent with our brand values, as well as for our failure to conduct adequate review.

Moving forward, to prevent such problems from happening again, we will more thoroughly inspect and improve all aspects of our marketing, focusing exclusively on cosmetic ingredients and products that address skin problems.

Again, we sincerely apologize.

— SIDMOLE

In what many interpreted as an attempt to further appeal to angry consumers, the company doubled down with additional statements, acknowledging that the decision was not aligned with its core values ​​and lacked proper internal review. Even the CEO stepped in personally and admitted that the brand should have done more thorough research and paid more attention to customer sentiment before moving forward. The explanation that the team was “out of touch” only added fuel to the online conversation.

Meanwhile, Juice Seyeon himself seemed unfazed by the backlash. In a YouTube comment, she framed the situation positively and described the product as effective “sold out early” and an indication of future collaborations – a stance that drew mixed reactions from netizens.

Everyone, the set I prepared was discontinued early 🥺🌿 For those who couldn’t get it, please don’t be too disappointed! I bring something good again 💚 To all my fans who showed interest, thank you very much, so much 💗

#JuiceSeyeon #Skincare #HoneyGlowSkin

– Juice Seyeon

The situation has since become a case study in brand-audience misalignment, especially in Korea’s highly perception-sensitive beauty market. Online discussions continued to intensify, with many questioning how such a partnership passed internal review in the first place — and whether the repeated apologies are enough to repair the damage.

Read more about Juice Seyeon here:

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