Korean Brand Apologizes After Being Canceled Over Controversial Streamer Collaboration

A Korean cosmetics brand SIDMOOL is facing mounting backlash—and issuing repeated apologies—after partnering with controversial streamer Juice Seyeon, better known to K-Pop fans for her previous association with HYBE‘s Bang Si Hyuk.

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The controversy began when the brand rolled out 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 through 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 appeared to overlook, however, was a fundamental mismatch between its brand identity and its audience.

Juice Seyeon talking about SIDMOOL products in her video.

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 like theqoo, consumer sentiment turned sharply, with some users openly calling for a boycott and questioning the company’s judgment.

Facing growing pressure, the brand moved quickly to contain the fallout. An official apology was posted, acknowledging that the collaboration reflected “insufficient judgment” and had undermined customer trust. The company confirmed that it had not only halted sales of the Juice Seyeon set but also removed all related listings entirely. But the response didn’t stop there.

An apology displayed on SIDMOOL’s website.

[Notice] We sincerely apologize regarding 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 insufficient judgment we made in relation to this product set, which has undermined the values we have upheld and the trust you have placed in us.

This matter began as a one-time set promotion 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 immediately discontinued sales of the set and removed it upon review.

We deeply apologize once again for the decision made during the planning process that did not align with our brand values, as well as for our failure to conduct sufficient review.

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

Once again, we sincerely apologize.

— SIDMOOL

In what many interpreted as an attempt to further appease angry consumers, the company doubled down with additional statements, admitting that the decision failed to align with its core values and lacked proper internal review. Even the CEO stepped in personally, conceding that the brand should have conducted more thorough research and paid closer attention to customer sentiment before moving forward. The explanation that the team had been “out of touch” only added fuel to the conversation online.

SIDMOOL’s CEO

Meanwhile, Juice Seyeon herself appeared unfazed by the backlash. In a YouTube comment, she framed the situation positively, describing the product as having effectively “sold out early” and hinting at future collaborations—an attitude that drew mixed reactions from netizens.

Juice Seyeon’s YouTube comment about the collaboration.

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

#JuiceSeyeon #Skincare #HoneyGlowSkin

— Juice Seyeon

The situation has since become a case study in brand-audience misalignment, particularly in Korea’s highly perception-sensitive beauty market. Online discussions have 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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