The company behind Feelxo is listed as FOUR M CREW Co., Ltd., with business registration number 334-81-02370. Trade directory records identify the business as a South Korean manufacturer established in 2016, while the current official website identifies Kim Ho Jong as CEO.3

Early concept

Company records indicate that Feelxo dates back to 2016.1 An earlier company profile described the brand using the philosophy “Feelxo, for your beauty blossoming like a flower”, focusing on nature and floral extracts under a concept termed “Floral Beauty Recipes”.4 This historical positioning was considerably broader than the brand’s current identity, presenting Feelxo as a cosmetics manufacturer combining natural ingredients and floral extracts.5

The FEELXO trademark was subsequently registered in the United States in 2020. This registration covered a wide range of cosmetic products, including skincare preparations, makeup, lipsticks, perfume, masks, sunblock, body products, and shampoos. The original trademark artwork incorporated a flower connected to the “x” in the name, reflecting the initial floral orientation.5

Transition to Glacier Skincare

The brand’s contemporary identity is substantially more focused than its earlier iteration. Rather than presenting itself primarily as a floral or natural cosmetics brand, Feelxo now describes itself as a “Glacier Skincare” brand. The official brand story explains that the company investigated the components contributing most to skincare formulations and identified water as a critical element due to its high proportion in many cosmetics. Consequently, glacier water was selected as a defining component.6

The current brand message is built around the tagline “GLACIER SKINCARE: DON’T YOU WANNA BE GLASSY?”, emphasising the cold characteristics and mineral content of Canadian Glacier Water.7

The modern Feelxo philosophy is anchored in three core concepts.

Glacier water as a foundation

Glacier water serves as the central storytelling element of the current brand. Feelxo states it selected this ingredient after considering the importance of water in cosmetic formulations, presenting it as a source of minerals and a means to create a purer skincare experience.9 This is reflected directly in product formulations; for example, the Glacier 5D Hyaluronic Serum lists glacier water at 503,000 ppm alongside multiple forms of hyaluronic acid and panthenol.6

Ingredient-focused skincare

Although glacier water is the signature ingredient, Feelxo does not rely on it exclusively. The portfolio combines glacier water with established Korean skincare ingredients such as Centella asiatica (CICA), niacinamide, hyaluronic acid, panthenol, galactomyces, salicylic acid, retinol, and various vitamins. This approach allows the brand to develop distinct products targeting hydration, soothing, tone-up, skin-barrier support, and anti-aging concerns.678

“Glassy” skin aesthetic

The term “glassy” is central to Feelxo’s branding. Rather than marketing products merely as conventional moisturisers or cleansers, the brand associates its philosophy with the K-beauty ideal of luminous, clear, and hydrated-looking skin. The visual and verbal identity is constructed around the association: Feelxo → Glacier → Glassy skin.9

Feelxo’s official store categorises products into cleansers, toners, serums and ampoules, tone-up and sun care, creams, and sets. Products are also organised by key active ingredients, including Centella, niacinamide, hyaluronic acid, glutathione, and retinol.9

Glacier Centella

The Glacier Centella line combines Centella/CICA with glacier water. A flagship product in this range is the Glacier Centella Serum, which contains Centella, galactomyces, and glacier water, positioned for calming and moisture-barrier support.7 The range has also included the Glacier Centella Cleansing Foam and Glacier Centella Ampoule Toner, often sold together as the Glacier Centella Skincare Line.10 The cleansing foam specifically combines CICA, salicylic acid, and glacier water.11

Glacier 5D Hyaluronic

The Glacier 5D Hyaluronic Serum focuses primarily on hydration. It combines five different molecular sizes of hyaluronic acid with B5/panthenol and glacier water. The brand asserts that the use of multiple hyaluronic acid sizes contributes to enhanced hydration efficacy.6

Glacier Niacinamide 5%

The Glacier Niacinamide 5% Serum blends 5% niacinamide, multi-vitamins, and glacier water. This product is positioned for brightening, tone-up, and anti-aging skincare benefits.8

Sun care and tone-up

Sun care and tone-up products form a significant part of the current portfolio. Notable items include:

• Glacier Air-Fit Tone Up Sun Ampoule: Combines UV protection with niacinamide, Centella, and panthenol. Marketed as a lightweight tone-up product that brightens the skin while providing sun protection.12 Japanese beauty platform @cosme lists its launch date as 1 May 2023.13
• Glacier Luminous Milky Tone Up Sun Ampoule
• Super Niacinamide Tone-up Sun Screen16

Cleansers

Beyond the Centella variant, the cleanser portfolio includes the Glacier Matcha Cleansing Gel, which utilises glacier water alongside green tea-derived ingredients.14

Retinol and treatment

Feelxo has expanded into treatment-oriented products beyond basic skincare. The Super Intensive Repair Retinol Cream (50 ml) is positioned as a higher-intensity repair and anti-aging solution.15

Feelxo states that its products are manufactured in a CGMP-certified factory, emphasising cleanliness and controlled manufacturing processes.16 The company presents manufacturing quality as a component of brand trust. However, CGMP is a manufacturing-quality framework and does not constitute independent clinical verification of specific marketing claims regarding ingredient efficacy.

Feelxo is operated by FOUR M CREW Co., Ltd. The company lists its headquarters at SKV1 Center, Seongdong-gu, Seoul, Republic of Korea, with Kim Ho Jong serving as CEO. Contact details include the email admin@feelxo.com and telephone +82-70-4241-9710.3

FOUR M CREW describes its broader business activities as encompassing e-commerce, online and offline marketing, brand operations, B2B buyer development, and international sales expansion. The corporate website indicates collaboration with brands on global market entry and commerce.17 This operational scope supports Feelxo’s presence outside the domestic Korean market.

Feelxo maintains an active international footprint. Historical trade records list markets including China, the United States, and Vietnam, and the brand has exhibited at international events such as Cosmobeauté Asia.18 The brand operates both a Korean-language domestic site and an English-language international website.19

In Singapore, Feelxo has established retail distribution through e-commerce platforms. A dedicated Feelxo Official Store on Shopee Singapore lists key products including the Glacier Centella Serum, Glacier 5D Hyaluronic Serum, Glacier Niacinamide 5% Serum, and Glacier Air-Fit Tone Up Sun Ampoule. Listings on this platform have shown thousands of followers and significant reported sales volumes for these items.24

Name and visual language

The brand name is stylised primarily as “feelxo” in lowercase. Historically, the trademark artwork featured a flower integrated with the letter “x”, aligning with the original floral identity.20 The current visual language has shifted away from floral motifs towards imagery evoking ice, glaciers, water, purity, and hydration, creating a coherent ingredient-storytelling system.

Slogan

The primary slogan is “Wanna Be Glassy?”, with the related phrase “We Make It Glassy” appearing throughout official branding materials.21

Feelxo occupies a distinct niche within the K-beauty ecosystem. Unlike brands centred solely on traditional botanicals or fermentation, its differentiation relies on combining Korean skincare formulation expertise with glacier water, active ingredients, and the glass-skin aesthetic. Products are segmented by specific concerns:22

On its international website, Feelxo occupies an accessible price point, though costs vary by market and distributor. Indicative prices listed on the official international store include US$15 for the Glacier 5D Hyaluronic Serum, Glacier Centella Serum, and Glacier Niacinamide 5% Serum; US$28 for the Super Intensive Repair Retinol Cream; and US$39 for the Glacier Air-Fit Tone Up Sun Ampoule.23 These figures are indicative, as regional distributors and marketplaces in Singapore and elsewhere may apply different pricing structures.

Feelxo has developed a consumer presence beyond its proprietary channels. In addition to strong performance metrics on Singapore’s Shopee platform,24 the brand is listed on established beauty databases such as @cosme, which carries official product information for items like the Glacier Air-Fit Tone Up Sun Ampoule.13 While sales numbers and platform ratings indicate market presence, they should not be interpreted as independent evidence of clinical efficacy.

• 2016: Company records identify the commencement of Feelxo business operations.1
• Early period: Brand defined by floral beauty, natural ingredients, and “Floral Beauty Recipes” concept.4
• 2020: FEELXO trademark registered in the United States covering broad cosmetic and personal-care goods.5
• Early 2020s: Development of the “Glacier Skincare” concept centred on glacier water.
• 2022–2023: Increased visibility of glacier-focused products and international market activity; Glacier Air-Fit Tone Up Sun Ampoule launched in 2023.13
• 2026: Brand identity continues to centre on Glacier Skincare with an expanded portfolio covering hydration, CICA, niacinamide, sun care, and retinol.25

1. FEELXO – Company Profile
2. feelxo ─ Wanna Be Glassy?
3. feelxo ─ Wanna Be Glassy?
4. Feelxo
5. FEELXO Trademark of Ho Jong KIM – Registration Number 6118485 – Serial Number 88768543 :: Justia Trademarks
6. GLACIER 5D HYALURONIC SERUM : feelxo ─ Wanna Be Glassy?
7. GLACIER CENTELLA SERUM : feelxo ─ Wanna Be Glassy?
8. GLACIER NIACINAMIDE 5% SERUM : feelxo ─ Wanna Be Glassy?
9. 필쏘 ─ feelxo, Wanna Be Glassy?
10. [SET] GLACIER CENTELLA SKINCARE LINE : feelxo ─ Wanna Be Glassy?
11. GLACIER CENTELLA CLEANSING FOAM : feelxo ─ Wanna Be Glassy?
12. GLACIER AIR-FIT TONE UP SUN AMPOULE : feelxo ─ Wanna Be Glassy?
13. feelxo / Glacier Air-Fit Tone Up Sun Ampouleの公式商品情報｜美容・化粧品情報はアットコスメ
14. feelxo: Glacier Matcha Cleansing Gel | Hwahae Global
15. 수퍼 인텐시브 리페어 레티놀 크림 50ml : feelxo ─ Wanna Be Glassy?
16. feelxo ─ Wanna Be Glassy?
17. 韓国大人気ブランド”feelxo”から2種類の新商品クリームを発売！ – カワコレメディア｜毎日をもっと楽しくする、女性向けライフスタイルマガジン
18. 韓国人気ブランド”feelxo”あの大ヒット商品から早くも新商品開発中！ | 株式会社BARUDAのプレスリリース
19. 全ての製品にカナダ産氷河水を使用！敏感肌・ニキビ肌も安心　 韓国スキンケアブランド「feelxo(ピルソ)」　 Qoo10メガ割期間中、人気商品を最大52％割引！ | 株式会社TOM
20. feelxo: Glacier Matcha Cleansing Gel Reviews | Hwahae
21. 필쏘 ─ feelxo, Wanna Be Glassy?
22. 필쏘 ─ feelxo, Wanna Be Glassy?
23. 글래시어 센텔라 세럼 : 필쏘 ─ feelxo, Wanna Be Glassy?
24. 필쏘 ─ feelxo, Wanna Be Glassy?
25. feelxo ─ Wanna Be Glassy?