Nature Republic
Nature Republic is a South Korean cosmetics and skincare brand founded in 2009.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Nature Republic is a South Korean beauty brand established in 2009 and associated with cosmetics, skincare, and an international retail network. The brand opened its first store in March 2009 and developed a positioning centered on nature-oriented beauty products and the presentation of botanical or naturally inspired ingredients. Rather than operating only as a domestic Korean label, Nature Republic pursued overseas retail expansion relatively early in its history. In 2011, the brand opened stores in Taiwan, Singapore, Thailand, Malaysia, and Cambodia. Its Cambodian expansion included the opening of its first store there, while the Philippines became another international market when Nature Republic opened its first Philippine store on November 13, 2012. The United States was also part of the brand's international development: the reference material identifies 17 U.S. stores by 2012 and later describes plans for additional locations, including a store in Torrance, California and a proposed location in Elmhurst, New York. In December 2019, a Nature Republic shop opened in Uzbekistan, extending the retail footprint into Central Asia. The brand has used prominent Korean entertainers as spokespeople and models to support awareness and retail growth. Jang Keun-suk was associated with the brand in 2011. JYJ, Girls' Generation's Taeyeon, and EXO were identified as Nature Republic models from 2013, with contract renewals reported in 2015. In January 2020, the company announced that EXO would no longer serve as models. In April 2020, Nature Republic announced NCT 127 as a new model, with the reference material describing a planned ten-year relationship. Park Hye-su and Kim Joo-ha were also listed among the brand's 2016 spokespeople or models, while Lightsum was listed in connection with the brand in 2023. Nature Republic's history also includes a major corporate scandal involving its founder and former chief executive, Jung Woon-ho. In 2015, he was imprisoned for embezzlement and breach of trust connected with overseas gambling. The reference material additionally reports allegations that he spent billions of won lobbying for a reduced sentence. Following his replacement by Kim Chang-ho, the brand continued international activity, including further efforts to build its U.S. presence. The available reference material does not identify a current parent company, owner, public listing, headquarters city, official website, or current chief executive. Accordingly, those fields are left unspecified. The brand is treated as active because the supplied material records continuing international retail activity and brand-model activity through 2023.
History
Nature Republic was created in South Korea in 2009 and opened its first store in March of that year. The brand entered the market as a cosmetics and skincare retailer with a nature-focused identity. Its early development combined branded stores, beauty products, and celebrity-led marketing, a model commonly used by Korean beauty companies seeking both domestic visibility and overseas recognition. The first major phase of expansion occurred in 2011, when Nature Republic opened stores in Taiwan, Singapore, Thailand, Malaysia, and Cambodia. This expansion established the brand beyond South Korea and gave it a presence across several important Southeast Asian beauty markets. Cambodia was specifically identified as the location of one of the brand's first overseas stores. Nature Republic subsequently entered the Philippines, opening its first store there on November 13, 2012. The United States formed another part of the company's international strategy. Reference material states that Nature Republic already had 17 U.S. stores by 2012. Later plans included a store in Torrance, California, and a proposed location in Elmhurst, New York. These plans indicate an attempt to serve Korean and broader Asian beauty consumers while developing a wider American retail footprint. The company's history was disrupted by a 2015 scandal involving founder and former CEO Jung Woon-ho. He was imprisoned for embezzlement and breach of trust associated with overseas gambling. The supplied account also describes allegations that he spent billions of won lobbying for a shorter sentence. Jung was replaced by Kim Chang-ho. Despite the leadership crisis, Nature Republic continued its international retail strategy and maintained efforts to expand in the United States. The brand continued to use entertainment marketing as a central visibility tool. Jang Keun-suk was associated with Nature Republic in 2011. JYJ, Girls' Generation's Taeyeon, and EXO were identified as models from 2013, and renewals involving these figures were reported in 2015. Park Hye-su and Kim Joo-ha were listed in connection with the brand in 2016. In January 2020, Nature Republic announced the end of its modeling relationship with EXO, and in April it announced NCT 127 as a new model, with the reference describing a ten-year planned relationship. Lightsum was listed as a Nature Republic model or spokesperson in 2023. In December 2019, Nature Republic opened a shop in Uzbekistan, extending its recorded international network into Central Asia. The available reference material does not provide a current ownership structure, headquarters city, detailed product catalog, financial information, or current executive roster. The brand is therefore documented here primarily through its founding, store expansion, leadership controversy, and celebrity-marketing history.
- 2020
NCT 127 becomes a brand model
[1]Nature Republic announced NCT 127 as its new model after announcing the end of its EXO relationship earlier in the year.
- 2019
Uzbekistan shop opens
[1]Nature Republic launched a shop in Uzbekistan in December.
- 2015
Founder is imprisoned and leadership changes
[1]Founder and former CEO Jung Woon-ho was imprisoned in a scandal involving embezzlement, breach of trust, and overseas gambling; Kim Chang-ho replaced him.
- 2012
First Philippine store opens
[1]The brand opened its first Philippine store on November 13.
- 2011
Early international expansion begins
[1]Nature Republic opened stores in Taiwan, Singapore, Thailand, Malaysia, and Cambodia.
- 2009
Nature Republic is founded and opens its first store
[1]The South Korean cosmetics brand was created in 2009 and opened its first store in March.
Products and positioning
A Korean beauty brand positioned around nature-oriented skincare and cosmetics, supported by physical retail expansion and high-profile Korean entertainment ambassadors.
Skincare · 2009
Nature Republic skincare
The brand's skincare business forms part of its core cosmetics offering and is presented through a nature-oriented Korean beauty identity. The supplied reference does not identify individual product names, formulas, ingredients, or product launch dates, so this entry describes the category rather than attributing specific hero products.
Cosmetics · 2009
Nature Republic cosmetics
Nature Republic operates as a cosmetics brand and retailer offering beauty products under its own name. Available reference material does not provide a sufficiently detailed catalog of makeup lines or individual products; the category is therefore recorded at brand level.
Controversies
2015
Jung Woon-ho embezzlement and overseas-gambling scandal
Nature Republic founder and former CEO Jung Woon-ho was imprisoned for embezzlement and breach of trust related to overseas gambling. The reference also reports allegations that he spent billions of won lobbying for a shorter sentence. He was subsequently replaced as company leader.
Marketing campaigns
- 2023Lightsum brand association
South Korea · International markets
Lightsum was listed among Nature Republic's later spokespeople or models.
Outcome. No further campaign performance information is provided.
- 2020NCT 127 model appointment
South Korea · International markets
Nature Republic announced NCT 127 as its new model in April 2020 after announcing that EXO would no longer represent the brand.
Outcome. The announcement described a planned ten-year modeling relationship; its commercial results are not stated.
- 2013JYJ, Taeyeon, and EXO modeling program
South Korea · International markets
JYJ, Girls' Generation's Taeyeon, and EXO were identified as Nature Republic models from 2013, with renewals reported in 2015.
Outcome. The campaign maintained a high-profile K-pop association; no sales or reach figures are provided.
- 2011Jang Keun-suk brand modeling
South Korea · International markets
Jang Keun-suk was listed as a Nature Republic spokesperson or model in 2011, supporting the brand's celebrity-centered beauty marketing.
Outcome. The reference records the association but does not quantify its commercial outcome.
Brand decisions
2020
Change primary K-pop model from EXO to NCT 127OtherBackground
Nature Republic announced in January 2020 that EXO would no longer be its model.
Action taken
In April 2020, the brand announced NCT 127 as its new model, with a planned ten-year relationship described in the reference.
Aftermath
The announcement continued the brand's strategy of using prominent Korean music acts in marketing.
2015
Replace founder after criminal caseOtherBackground
Founder and former CEO Jung Woon-ho was imprisoned in connection with embezzlement, breach of trust, and overseas gambling.
Action taken
Kim Chang-ho replaced Jung Woon-ho as the brand's leader.
Aftermath
Nature Republic continued its international expansion efforts, including plans to strengthen its U.S. presence.
2011
Accelerate overseas store expansionStrategyBackground
After opening its first store in South Korea in 2009, Nature Republic pursued an international retail strategy.
Action taken
The brand opened stores in Taiwan, Singapore, Thailand, Malaysia, and Cambodia.
Aftermath
The expansion was followed by entry into the Philippines and continued efforts in the United States and other markets.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/nature-republic · Editorial policy · How profiles are compiled