Withshyan (위드샨) is a South Korean beauty brand that focuses primarily on self-nail care, nail polish, gel nails, nail tools, and at-home manicure products. The brand positions itself to make professional-looking nail care accessible for ordinary consumers, emphasizing practical products, instructional content, and customer feedback. 1

The operating company is identified as Hand & Foot Co., Ltd. (주식회사 손과발), with Kim Yoonsuk listed as the owner and CEO. 2

Withshyan’s origins differ from those of conventional cosmetics companies. According to the brand’s international “About Us” page, Withshyan started with online content called “Shyan’s Nail School” before developing its own physical products. The initial concept involved using social media content to teach customers nail techniques, then leveraging their reactions and feedback to determine which products to manufacture.

An older Korean business profile describes this evolution as moving “from consumer to producer.” The business originated with a self-nail blogger named Shyan, which subsequently developed into the Withshyan brand.

TradeKorea records list Withshyan as a South Korean business established in 2013, with nail art and nail tools among its principal product categories.

Historical trademark documentation also exists for the name WITHSHYAN. A U.S. trademark record shows an international registration filed in 2013 and registered in the United States in 2014, originally associated with Kang Sun Hye. 3

Broadly, the brand’s development can be understood as:

Nail-content creator → online nail education → consumer feedback → self-nail products → dedicated Korean nail-care brand

A defining aspect of Withshyan is its view that education and instructions are integral to the product experience.

Its international website describes the company as producing content-oriented and customer-centered products. Rather than simply manufacturing nail products, the brand uses social media and tutorials to demonstrate product usage, collects customer feedback, and incorporates that feedback into subsequent product iterations.

Its Korean B2B profile similarly describes the company as selling “contents, not products,” emphasizing guidance on how to use products effectively. 4

This positioning distinguishes Withshyan among nail brands: rather than simply urging customers to “buy our nail polish,” the brand encourages users to “learn how to do your nails yourself, then use the appropriate tools and products.”

Withshyan maintains a broad portfolio focused on self-nail care.

1. Nail Polish

Nail polish is a core category. The brand sells several lines under its 60 Seconds Nail Polish concept, including:

• Glossy
• Syrup
• Glitter
• Matte
• See-through / neon styles
• Pearl varieties
• Temperature-changing polish
• Magnetic/custom magnetic polish

The Korean store lists numerous basic and specialty nail-polish products. The 60 Seconds Nail Polish concept reflects Withshyan’s focus on making home manicures more convenient.

2. Gel Polish

Withshyan produces gel products under the WITHGEL name. Its range includes:

• Color gels
• Syrup gels
• Crystal builder gel
• Gel accessories
• Gel lamps/devices

The current international store lists WITHGEL color gel and builder-gel products.

3. Nail Care

Nail care is another major component of the brand. Products include:

• Cuticle oils
• Nail treatments
• Nail strengtheners
• Cuticle softeners
• Nail-care sets
• Nail files
• Nail pushers
• Base coats
• Top coats
• Nail & cuticle oil pens

For example, the Korean store lists Real Nail Care products and the Root Repair Nail Strengthener, while the international store offers avocado/lemon cuticle oils and other nail-care items.

4. Nail Tools

Withshyan has historically emphasized tools. One signature product is the Ruby Pusher, a ceramic nail-care tool designed to help remove loose skin around the nail. Historical documentation describes it as part of the brand’s Real Nail Care system. 5

The brand also sells nail files and other manicure accessories.

5. Nail Art

The company offers products aimed at nail-art users, including decorative and application-related items. Nail art is listed as one of the principal categories on the brand’s international store.

6. Kids’ Nail Products

Kids Nail is a dedicated category on the current Withshyan website, indicating that the brand targets not only professional nail artists or adult consumers but also families.

7. Nail Devices

Withshyan sells equipment such as nail lamps and other devices. Its current international store, for example, lists a Perfect Pro Gel Lamp.

One of Withshyan’s most recognizable product concepts is 60 Seconds Nail Polish. The premise is to provide nail polish designed for fast, convenient application and drying, appealing particularly to individuals performing manicures at home.

Current products in this family include glossy, syrup, glitter, matte, and other variants. This concept aligns with the broader Withshyan philosophy of reducing the technical barrier between a consumer and a salon-style manicure.

Withshyan primarily appeals to individuals interested in DIY/self-nail care rather than solely professional nail technicians. Likely customer groups include:

• Beginners learning to do their own nails
• DIY manicure enthusiasts
• Consumers seeking inexpensive at-home nail care
• Nail-art hobbyists
• Gel-nail users
• Individuals interested in nail and cuticle maintenance
• Consumers looking for Korean nail products
• Parents and children interested in kids’ nail products

The company’s descriptions repeatedly emphasize consumer usability, instructions, and reasonable pricing, reinforcing this self-care positioning.

Withshyan is fundamentally a Korean nail-care brand. Its headquarters and research facility are located in Hanam, Gyeonggi-do, South Korea.

Its international website presents Withshyan as a Korean nail-polish and nail-color brand, with products sold internationally through an English-language storefront.

In the beauty market, Withshyan occupies the intersection of:

Nail cosmetics + nail care + education + DIY tools

Unlike conventional nail-polish brands that primarily sell colors, Withshyan’s range extends from nail preparation → nail care → polish → gel → nail art → finishing → tools → education, attempting to cover much of the at-home manicure process.

The content component is central to Withshyan’s model. The company states that its products developed from feedback obtained through online content, creating a loop:

Content → customer reaction → product idea → product development → tutorial/content → customer feedback

This approach resembles the modern creator-brand model, although Withshyan’s origins predate the recent surge in influencer-led beauty brands. The company began with a self-nail blogger and subsequently evolved into a brand.

Withshyan maintains an English-language international storefront at withshyan.net, where products are presented for overseas customers in U.S. dollars.

The existence of an English-language store and historical B2B listings indicates that the company has pursued markets outside South Korea. In 2025, a new U.S. trademark application for WITHSHYAN was filed by Hand Foot Co., Ltd., covering products including nail cosmetics, nail-care preparations, nail strengtheners, cuticle oils, nail polish, nail gel, and related products. 6

The current Korean website identifies the following details:

Company: 주식회사 손과발 (Hand & Foot Co., Ltd.)
CEO: 김윤석 (Kim Yoonsuk)
Business registration: 201-86-32604
Head office: Misa Gangbyeonseo-ro, Hanam-si, Gyeonggi-do, South Korea
Customer service: +82-2-1566-1510
Email: withshyan@naver.com

Older international materials use HNF Co., Ltd. / HAND N FOOT as the company name, reflecting changes in corporate presentation over time.

A current Korean beauty-product review database, Hwahae, lists hundreds of Withshyan products with an overall average rating of approximately 4.21/5 based on available reviews. It highlights fast-drying nail products, nail removers, and cuticle-care products as areas receiving positive consumer feedback. 7

Individual product experiences vary, with some user feedback mentioning issues such as polish drying too quickly during application, longevity concerns, or formula thickening. These are product-specific opinions rather than representative of the entire brand.

Withshyan’s main differentiators include:

• Strong specialization in nails rather than general cosmetics.
• DIY/self-nail orientation, making the brand approachable to home users.
• Educational content, particularly tutorials and how-to guidance.
• Consumer-feedback-driven development, according to the company’s own description.
• Broad ecosystem, covering polish, gel, care products, tools, and devices.
• Korean beauty identity, with products developed and sold from South Korea.
• Accessible positioning, historically emphasizing reasonable prices and usability.

1. Withshyan official website
2. Nail Polish & Nail Colors – Withshyan | One of the leading Korean Nail Polish Brands/Manufacturers
3. WITHSHYAN Trademark of KANG, Sun Hye – Registration Number 4490088 – Serial Number 79135610 :: Justia Trademarks
4. WithShyan – Body Art
5. Nail Polish & Nail Colors Online | Korean Brand : Withshyan
6. WITHSHYAN Trademark Application of Hand Foot Co., Ltd. – Serial Number 99526423 :: Justia Trademarks
7. All withshyan Products Ranked by User Reviews