Singer Jeon So-mi introduces the facial highlighter product of her newly launched cosmetics brand GLYF. Captured from Jeon's Instagram

Singer Jeon So-mi, 23, is set to venture into entrepreneurship with the launch of her own beauty brand, stirring both excitement and debate over pricing among fans.

Jeon is introducing GLYF, her own cosmetics line, slated to debut in April.

"As a beauty enthusiast, I've applied all the knowledge I've gained from my career as a singer," Jeon said in an interview with a magazine. "From developing GLYF products to designing packaging and crafting the brand's official website, my team and I have meticulously prepared since last year, ensuring no detail is overlooked."

The brand's first product will be a highlighter palette.

"While highlighter may not be as essential as base or lip products, I find the most excitement in using it. Typically, I mix and match three to four products for perfection, so I thought creating a comprehensive product would be ideal," the singer-entrepreneur said, noting the creativity highlighters allow.

However, the price tag of the highlighter palette, set at 43,000 won ($31.90) for four shades, has sparked mixed reactions online, given its alignment with high-end brand costs, despite Jeon's brand being a new entrant in the beauty market without established credibility.

Some fans have expressed hesitation, saying, "It's too expensive, especially for a non-designer brand," while others have shown enthusiasm, saying, "The product looks stunning. I'm definitely buying it" and "Given Jeon So-mi's commitment to cosmetics, I believe it must be of high quality."

Jeon rose to fame after clinching the top spot on Mnet's audition program "Produce 101" in 2016, subsequently emerging as the lead member of I.O.I. Her solo career began in 2019 under The Black Label with the release of her digital single "BIRTHDAY" and she has since solidified her status as a solo artist with hit albums like "DUMB DUMB" (2021) and "GAME PLAN" (2023).