3CE Founder Launches New Brand Situea
After 8 years, Kim So-hee, the founder of Stylenanda and 3CE who once defined K-Beauty aesthetics, has officially announced her return to the beauty industry. As a benchmark figure in Korean beauty, her new venture marks the next evolution of her personal aesthetic philosophy.
| Situea Brand Key Updates |
| 🔹 Key Figure: Kim So-hee (former 3CE founder) |
| 🔹 Launch Date: June 22, 2026 |
| 🔹 Business Background: The founder previously sold 3CE to L'Oréal for 400 billion KRW (approximately $370 million USD) |
🔹 A Surprise After 8 Years: The New Brand Situea
In 2018, Kim So-hee decided to focus on her family and sold the management rights of her hand-built 3CE to L'Oréal. Over time, while the original Stylenanda apparel business has ended, 3CE continues to maintain strong global influence. Now, Kim So-hee returns to personally lead Situea, aiming to inject fresh vitality into the current wave of refined Korean beauty through her unique aesthetic vision.
The Situea brand has already generated significant buzz on Korean social media. Although the official first-wave product lineup and pricing have not yet been announced, based on Kim So-hee's past mastery of color and packaging aesthetics, the industry widely holds optimistic expectations for the brand. North American users can follow cross-border channels like Olive Young Global for future updates.
