“30 Days Miracle” is the name of the range that made Some By Mi famous, and the brand’s product pages do not say what the thirty days refer to. What the pack does publish is more useful: the three acids the range is named after are declared at 0.01%, 0.01% and 0.05%, near the bottom of a 27-ingredient list.
Some By Mi’s 30 Days Miracle toner sells at ₹1,395 on Nykaa on 3 September 2026 — about 3% over the Korean list price, but 16% over what the brand’s own Korean store charged that day. The Korean product page and the American listing cite no study, panel size, duration or institute for the “30 Days” name. The brand has been wholly owned by Korean private-equity firm JKL Partners since December 2021.
Snapshot
- Brand
- SOME BY MI, Korean 쎜바이미
- Operating company
- Ferenbel Co., Ltd., Kumkang Tower, 410 Teheran-ro, Gangnam-gu, Seoul; Korean business registration 649-88-00410; registered 21 April 2016
- Owner
- JKL Partners, a Korean private-equity firm, holding 100% since December 2021
- Declared manufacturers on Indian packs
- Rebom Cosmetics Co. Limited on one listing, Rebirth Cosmetics Co., Ltd on another — both Sejong, neither Ferenbel
- Declared Indian importers
- Limese Retail Pvt. Ltd., Mumbai, and Beauty Barn, Dimapur, on the two listings with a full declaration
- Price band in India
- ₹1,395 to ₹1,509 for the 150 ml hero toner, checked 3 September 2026
How it started
Ferenbel Co., Ltd. is on the Korean register from 21 April 2016, with Jin Yun-jin as chief executive. Its founder, Lee Ji-eun, has described starting the business in 2014 and launching the brand in 2016 after a period of product work — an account that sits alongside the register rather than against it, since the register records the company as it now exists. The brand grew fastest in South-East Asia before Western retail noticed it.
Then it changed hands. JKL Partners, a Korean private-equity firm, acquired 100% of Ferenbel in December 2021 for about ₩260 billion, as reported by Edaily MarketIn.
- Ferenbel Co., Ltd.Registered 21 April 2016 in Gangnam-gu, Seoul
- Lee Ji-eun builds SOME BY MIFounder-run; strongest early growth in South-East Asia
- JKL Partners buys 100%December 2021, about ₩260 billion
Korean press reports give the company’s results as follows.
- 2022Operating profit ₩22.29 billion
- 2023Operating profit ₩25.25 billion
- 2024Revenue ₩99.2 billion, operating profit ₩31.7 billion
- 2025Revenue ₩112.4 billion, up 13.3%; operating profit ₩32.3 billion, up 1.8%
Ferenbel is unlisted and these figures are press-reported, not filed accounts.
One more detail worth carrying. JKL Partners also put ₩120 billion of convertible bonds into Goodai Global in July 2025, according to KED Global — the Seoul company that owns Beauty of Joseon.
What they actually make
The range that carries the brand is AHA·BHA·PHA 30 Days Miracle — toner, serum, cream, cleanser, mask and body wash — alongside Yuja Niacin, Snail Truecica, Retinol Intense and Bye Bye Blackhead. The 150 ml toner is the product almost everyone arrives for.
The Korean page names Ferenbel as both manufacturer and responsible distributor, while the two Indian pack declarations read name a Korean contract manufacturer in Sejong — Rebom Cosmetics on one and Rebirth Cosmetics on the other. That gap between the brand and the factory is a distinction a reader meets with Bata, where the name and the company are separate things, and the opposite of Campus, which runs its own plants and says so.
Then the range name. The Korean official product page carries the mandatory-information block, the ingredient list and the usage instructions; it does not cite a human-application test, clinical result, panel size, duration or testing institute for the “30 Days Miracle” name. The American retail listing uses the name without further explanation.
The brand prints the concentration of each of its three named acids on the ingredient list — a detail most brands leave off.
What the same page does publish is unusual and deserves credit: the actual concentrations, printed inside the ingredient declaration, which most brands never do.
| The letter in the name | What the ingredient list declares | As a percentage |
|---|---|---|
| BHA | Salicylic acid, 100 ppm | 0.01% |
| PHA | Lactobionic acid, 100 ppm | 0.01% |
| AHA | Citric acid, 500 ppm | 0.05% |
All three sit at positions 19, 20 and 21 of a 27-ingredient list, after the water, the humectants, the plant extracts and the preservative system. The AHA is citric acid and the PHA is lactobionic acid, not the glycolic acid and gluconolactone a shopper might assume from the letters. This page reports the printed numbers and draws no conclusion about what the product does on skin.
There is one more line on that block worth reading. The product is reported to the Korean regulator as a dual-function cosmetic for whitening and wrinkle improvement — a defined category with its own procedure. The Indian listings read do not repeat the whitening designation or use fairness language.
What Some By Mi costs in India
Converted at the European Central Bank reference rates dated 2 September 2026 — ₩1 at ₹0.0697 and $1 at ₹94.97 — the printed-price comparison and the selling-price comparison give different answers.
At list against MRP, India looks level: ₹1,550 here against ₩21,600, or ₹1,506, in Korea, a difference of under 3%, and about 9% below the American retail price of $18. But the Korean store does not sell at its own list. It sells the same 150 ml bottle at ₩17,200, twenty per cent below the printed figure.
- Korea, brand’s own store selling price
- ₩17,200 for 150 ml = ₹1,199 (₹7.99/ml)
- India, Nykaa selling price
- ₹1,395 for 150 ml (₹9.30/ml)
- Gap
- +16.4%
- Checked on
- 3 September 2026
On Clinikally, which sells the same bottle at ₹1,509, the gap against Korea’s real price widens to 26%. The rule that falls out of this is worth more than the number: compare selling price to selling price. That distance between printed and paid is documented in another category on Metro — never buy on the strike-through.
One thing here is tidier than usual. Both Indian channels print the same ₹1,550 MRP, which is more agreement than several other imported Korean brands manage on the same day.
Who Some By Mi is actually for
At ₹1,395 to ₹1,509 for the 150 ml toner at the prices actually charged on 3 September 2026, this is mid-range skincare in India — above a domestic drugstore toner, below a prestige counter. It suits someone who likes the texture and the routine and is buying a gentle daily toner.
Anyone paying ₹9.30 per millilitre specifically for exfoliating actives should read the ingredient list first and decide from the printed concentrations. The product page cites no study for the 30-day name, and in Korea the toner is filed as a whitening and wrinkle-improvement functional cosmetic.
Reputation and controversies
Some sites with the brand’s name in their address are affiliate pages rather than the brand’s own. For facts about the brand, the Korean official store at somebymi.co.kr is the source to check.
On animal testing, PETA’s Beauty Without Bunnies directory has no entry for Some By Mi at all. PETA’s own explanation for an absent brand is that it lacks information on the company’s policies, that the company has not signed its statement of assurance, or that the brand does not sell in an eligible region. The brand’s own Korean site carries no cruelty-free or animal-testing statement either. Absence from a directory is not evidence of animal testing, and import of cosmetics tested on animals has been prohibited in India since 21 May 2014 in any case.
Buying it in India
Every cosmetic imported into India must be registered before it lands — Rule 12(1) of the Cosmetics Rules 2020, notified by GSR 426(E). The application is form COS-1 and the certificate form COS-2, with COS-4 for an additional import number and COS-12 for a new cosmetic. The certificate carries an RC/COS number and it is held by the Indian importer or authorised agent, never by the Korean brand. The public cannot search that register, which leaves a buyer one question and it costs nothing to ask.
This brand is the sharpest illustration of why the question matters. Some By Mi publishes no list of authorised Indian sellers, distributor page or country list. Of the Indian listings read on 3 September 2026, two carried a full statutory declaration, and they name different importers and different manufacturers for the same 150 ml bottle.
| On the pack | Clinikally listing | Beauty Barn listing |
|---|---|---|
| Declared manufacturer | Rebom Cosmetics Co. Limited, Sejong | Rebirth Cosmetics Co., Ltd, Sejong |
| Declared importer | Limese Retail Pvt. Ltd., Kandivali West, Mumbai | Beauty Barn, Tajen Ao Road, Dimapur |
| Country of origin | Republic of Korea | South Korea |
| Expiry shown | Not shown | 15 September 2028 |
| Price shown | MRP ₹1,550, selling ₹1,509 | No price shown |
Nykaa’s listing says the stock is bought directly from the brand, and Tira says its products come straight from brands. The brand publishes no authorised-seller list against which a buyer could compare those statements.
Some By Mi publishes no authorised Indian seller list and no way to verify a pack. The checks left are the expiry date on the listing and whether an importer is named on it at all — so buy where both are printed.
Ask the seller for the registration number
The certificate carries an RC/COS number and the Indian importer holds it. Asking for it costs nothing.
Find the acid on the ingredient list
The toner prints its own figures: salicylic acid 100 ppm, lactobionic acid 100 ppm, citric acid 500 ppm, at positions 19 to 21 of 27. Read the list before you read the front of the bottle.
Look for the importer line
Look for a listing that names the manufacturer, packer and importer. Two of the Indian listings read on 3 September 2026 carried a full declaration.
Read the expiry before you pay
The brand recommends use within twelve months of opening and publishes no unopened shelf life. One Indian listing printed 15 September 2028; the rest printed nothing.
Compare paid prices, not printed ones
India looks level with Korea on MRP against list. Against what the Korean store actually charges, the same bottle is 16% dearer here.
Common questions
Who owns Some By Mi?
JKL Partners, a Korean private-equity firm, has owned 100% of the operating company Ferenbel Co., Ltd. since December 2021, for about ₩260 billion. Ferenbel was registered in Seoul on 21 April 2016.
Is there a study behind “30 Days Miracle”?
The Korean official product page does not cite a human-application test, panel size, duration or testing institute for the name, and the American retail listing does not explain it either.
How much acid is actually in the AHA BHA PHA toner?
The brand’s own ingredient declaration gives salicylic acid at 100 ppm, lactobionic acid at 100 ppm and citric acid at 500 ppm — 0.01%, 0.01% and 0.05% — at positions 19 to 21 of a 27-ingredient list. Printing the figures at all is unusual and worth crediting.
Is Some By Mi cheaper in India than in Korea?
Only on paper. The Indian MRP of ₹1,550 is within 3% of the Korean list price of ₩21,600. But the brand’s Korean store sells the same bottle at ₩17,200, or about ₹1,199, so against what Koreans actually pay the Indian price of ₹1,395 is 16% dearer.
Which Indian sellers are authorised?
The brand publishes no authorised Indian seller list. Of the listings read on 3 September 2026, two carried a full declaration, naming Limese Retail Pvt. Ltd. of Mumbai and Beauty Barn of Dimapur as importers.
Does Some By Mi make its own products?
The Korean page names Ferenbel as manufacturer. The two Indian declarations read name a Korean contract manufacturer in Sejong, with two different names, Rebom Cosmetics on one and Rebirth Cosmetics on the other. Whether those are one firm transliterated twice is not on the record.
How we research and verify brand audits: our methodology.
References
- Some By Mi Korean official store, 30 Days Miracle Toner 150 ml, 3 September 2026 — the ingredient list and its ppm figures, the functional-cosmetic designation, the twelve-month period after opening, and the ₩21,600 and ₩17,200 prices
- Some By Mi Korean official store, company information, 3 September 2026 — Ferenbel Co., Ltd., the Seoul address, chief executive and business registration number
- Korean company record, Ferenbel, 3 September 2026 — the 21 April 2016 registration date and unlisted status
- Byline Network, 30 September 2021 — the founder interview naming Lee Ji-eun and describing the 2014 start
- Edaily MarketIn, 11 June 2025 — the December 2021 acquisition of 100% of Ferenbel for about ₩260 billion
- IB Tomato, 8 July 2026 — the 2024 and 2025 revenue and operating profit figures
- KED Global, 27 July 2025 — JKL Partners’ ₩120 billion of convertible bonds in Goodai Global
- Clinikally, 30 Days Miracle Toner listing, 3 September 2026 — the declaration naming Rebom Cosmetics and Limese Retail Pvt. Ltd., and the ₹1,550 and ₹1,509 prices
- Beauty Barn, 30 Days Miracle Toner listing, 3 September 2026 — the declaration naming Rebirth Cosmetics and Beauty Barn, and the printed expiry date
- Nykaa, 30 Days Miracle Toner listing, 3 September 2026 — the ₹1,550 MRP, the ₹1,395 selling price and the direct-purchase statement
- Tira, Some By Mi brand page, 3 September 2026 — the sourcing statement quoted here
- Limese India, Some By Mi collection, 3 September 2026 — the twenty listings and the authenticity wording
- iHerb, 30 Days Miracle Toner 150 ml, 3 September 2026 — the $18.00 American retail price
- PETA, Beauty Without Bunnies directory search, 3 September 2026 — no entry for the brand, and PETA’s explanation for an absent brand
- CDSCO, guidance on registration and import of cosmetics, 19 January 2021 — Rule 12(1), the COS forms and who holds the certificate
- European Central Bank reference rates, 2 September 2026 — the won and dollar rates behind every conversion here
- Advertising Standards Council of India, complaint outcomes, 3 September 2026 — the search on the brand name
Some By Mi does one genuinely honest thing that most of its competitors do not: it prints the concentrations of its own actives on the ingredient declaration. Salicylic acid at 100 ppm, lactobionic acid at 100 ppm and citric acid at 500 ppm are on the label for anyone to read, in positions 19 to 21 of 27. If you like the toner as a gentle daily step at ₹9.30 per millilitre, nothing here should stop you.
The price is the weaker part. On 3 September 2026 India paid 16% over the Korean store’s selling price for the same bottle. The brand’s pages cite no study for the “30 Days Miracle” name, and with no authorised Indian seller list published, the importer line on the listing is the main check a buyer has.
Worth ₹1,395 as a gentle daily toner; read the printed acid levels before buying it for exfoliation, and buy where the importer is named on the page.
