About Us

The Story of PLAN de G

Our founder, Ayin, created PLAN de G from a personal search for healthier skin.

For 15 years, Ayin lived with acne, alongside persistent dryness and uneven skin texture. A career covering the beauty industry brought access to best-in-class, luxury skincare, the latest product launches and professional treatments. At one point, the daily routine involved 11–13 products, morning and evening, as well as skincare devices. Yet dryness and redness persisted, and improvements were difficult to maintain.

This experience raised the question that would shape PLAN de G: what does our skin truly need from the care we give it every day?

In 2019, an introduction to European clean beauty prompted a deeper exploration of ingredients and formulations. Attention turned to ingredient quality, concentration and purpose, and how daily skincare could better support the skin over time. During this journey, Ayin met the doctor who is now part of the PLAN de G research laboratory.


To bring this vision to life, Ayin assembled a team with complementary expertise: a cosmetics developer with 27 years in formulation, a specialist with two decades in content and marketing, and a beauty director whose experience spans clean beauty product development in Korea and Europe.


From that personal experience and continued investigation, PLAN de G took shape. Research and development remains central to our approach, guiding ingredient selection and the development of our proprietary formulations. We work with dermatologists, green chemists, scientists and researchers to stay informed on ingredient safety and bring that understanding into our skincare.

A Better PLAN for Skin

Today, we bring together thoughtful ingredient selection and purposeful formulation through our commitment to high-performance clean beauty. We assess ingredients for their suitability and function, with careful consideration of the products people apply every morning and evening.


At the heart of our approach is our “Re” philosophy: recovery, regeneration and rebuilding. This guides our focus on the skin’s foundations, beginning with cleansing and continuing with care developed to support the skin barrier, hydration and vitality.

PLAN de G's "Re" Philosophy

  • Recovery: Reset to bring back balance

    When skin feels dry, tight or unsettled, recovery starts with thoughtful cleansing, replenishing moisture and supporting the skin barrier. The aim is comfortable, hydrated skin and a reassuring foundation for the rest of your routine.

  • Regeneration: Support renewal and radiance

    We support skin’s natural renewal through consistent care, hydration and carefully selected ingredients. With a focus on dullness, roughness and uneven texture, our goal is skin that feels smoother and looks fresher, with renewed radiance.

  • Rebuilding: Nurture lasting resilience

    Rebuilding focuses on lasting skin health through continued barrier support, moisture retention and care for suppleness. As your skin’s needs change with age, our formulations aim to sustain its comfort, balanced hydration and healthy appearance over the years.