Interview with Jeonghoon Ha, BRAYE Global Sales Manager
Q1: For readers discovering BRAYE for the first time, could you introduce the brand? We'd also love to hear about the values and message it stands for, and how the concept of "Rough Beauty" is reflected in your products and overall brand direction.
BRAYE is a brand that defines and embraces "Rough Beauty"—a philosophy that values individuality over artificially constructed perfection. Rather than adhering to conventional makeup rules, we encourage a more effortless and intuitive approach, where even a casual, undone application can create a refined and distinctive mood.
Q2: What was the intention behind creating this product? Did you have a specific vision in mind during its development?
Lip Sleek was created from the idea of developing an item that allows you to complete a look that feels most like yourself, anytime and anywhere. Rather than being just another product tucked away in a pouch, we envisioned it as a sensorial fashion object -something that carries presence on its own.
To bring this vision to life, we introduced a distinctive sliding case that opens effortlessly with one hand, making even the gesture of using the product feel intentional and refined.
Q3: Are there any beauty content trends you're currently paying attention to?
One of the key trends we're noticing is the rise of "half beauty"—a more simplified approach to makeup. Rather than lengthy routines, short-form content focusing on one or two multi-use products to quickly complete a look is gaining strong engagement.
There's also a continued shift toward a more natural, skin-forward aesthetic, where features like freckles and texture are embraced rather than covered, with sheer color added to the lips and cheeks for a fresh, effortless finish. We see BRAYE as naturally aligned with this direction.
Q4: What key points should creators highlight when featuring this product (e.g., texture, color payoff, application)?
The key element we'd love creators to highlight is the sliding motion of the case—the crisp, one-handed open-and-close action, along with its subtle metallic sound. This works especially well as a transition or ASMR detail within the first few seconds.
In terms of color payoff, Lip Sleek delivers a sheer flush with a single swipe, while remaining fully buildable. As layers are added, the color develops with clarity and vibrancy without feeling heavy.
Its melting texture, which softens with the warmth of your fingertips, and its softly diffused, slightly over-smudged finish are also key.
Most importantly, we encourage creators to emphasize its multi-use functionality. Lip Sleek is designed to be used not only on the lips, but also on the cheeks and other areas like the bridge of the nose to create a naturally cohesive look.
Q5: Can you share an example of a memorable collaboration and what made it stand out?
One of the most memorable collaborations was with @worldofcolorx, who captured the way the metal case interacts with light through close-up shots.
Rather than presenting the product as a conventional cosmetic, the content elevated it into something more like a fashion-forward object. What stood out was how it went beyond a typical product review and instead visualized the brand's "free and cool" lifestyle — which naturally led to strong engagement, with viewers actively saving and sharing the content.
@worldofcolorx If you shop at Olive Young, you’re probably going to want the BRAYE Lipsleek and Finger Tip Silicone Brush! This isn’t sponsored. I purchased this a few weeks ago and I don’t regret it at all! 💋 @올리브영 OLIVE YOUNG (there is an Olive Young app, actually just discovered this somehow) 🤷♀️ ___ #oliveyoung#kbeauty#koreanmakeup#lipstick#💄♬ sunet original - tonilk_
Another standout example is @trend_tracker_kk, who intuitively showcased Lip Sleek's multi-use functionality. The video clearly demonstrated how the product can be applied to the lips and then seamlessly blended onto the cheeks and bridge of the nose using the remaining texture on the fingers. This made the product's kev USP immediately understandable, while also presenting a practical vet visually appealing way to use it.
@trend_tracker_kk BRAYE Lipsleek is now available on Amazon! 🛒 And let me tell you… this viral K-beauty product lives up to the hype. I finally got my hands on the @Braye_Global Lipsleek in shade 3 Posh and I was so excited to try it — and wow, it did not disappoint! This multitasking gem can be used on the lips, cheeks, and face to give the most stunning natural flush and radiant glow. ✨ The formula is chef’s kiss — blends like a dream, feels super lightweight, and it’s non-sticky (thankfully 🙌). It’s also buildable, so you can keep it soft and natural or dial it up a bit. The shade Posh is a slightly vibrant shade that suits my complexion beautifully — it instantly breathes life into my skin and gives me that effortless, healthy glow. But wait… we need to talk about the packaging. This is hands-down one of the coolest products I own. Each Lipsleek comes with a chain and a mini lip brush, so you can wear it like a necklace or clip it onto your bag as a charm! Fashion meets function 💄✨ Reapplying on the go has never been more fun. If you’re into sleek, edgy packaging and love a good multitasking lip + cheek product, you need to check these out. Whether you're a K-beauty fan or just looking for a fun, high-quality everyday product, this is one of those rare finds that totally delivers. 🛍️ You can shop them now on Amazon here: http://braye.sale/lipsleek PS, you can use the code BRAYELIP for 10% off your order! Have you seen these floating around online? Which shade would you try first? 💬👇 🩷Kindly gifted #braye#brayelipsleek#lipsleek#brayelip#viralkbeauty#kbeautymakeup#brayemakeup#brayelipbalm#brayeblush#brayelipandcheek#braye_lipsleek#rough_beauty#kbeauty#GlossyLips#VeganBeauty#koreanbeauty#fyp#koreangirlstyle#boldlips#tryingmakeup#makeup#slaythelook#softgirlmakeup#amazonbeauty♬ like JENNIE - JENNIE
Q6: As a brand representative, do you have any insights you'd like to share with creators? What kind of content do you find most appealing when collaborating, or what direction do you expect for future collaborations?
As a brand, we encourage creators to approach the product not as something to review cautiously, but as a personal, everyday essential — something you genuinely enjoy and connect with.
From what we've seen in viewer data, content that naturally captures the product's immediate appeal — its cool, trend-driven feel — or clearly showcases its sheer, vivid color payoff tends to resonate the most.
Rather than focusing on specifications, we value content that reflects how Lip Sleek blends into each creator's unique style and expresses a more effortless, individual mood—and we're excited to see how each creator interprets this in their own way.