BE-IT — Unmask your natural light. Barrier, hydration, radiance. BE-IT began between Korea and California. Moving between two environments made us notice how climate, water, and daily life change skin. Hydration helps replenish essential moisture. Barrier support helps support skin against everyday dryness. Radiance helps revive the look of dull skin. The name and the mark. BE-IT draws inspiration from 빛, the Korean word for light. The signature mark is based on ㅊ, the final consonant in 빛, reimagined as rays of light. K-Plum, our signature beginning. Known in Korea as maesil, K-Plum has long been valued across East Asia. K-Plum Collagen Cream Sheet Mask. A rich cream-mask ritual created for deep-feeling hydration, visible radiance, and comforting care. Unfold. Apply. Exhale. A moment to return to yourself. Be yourself, BE-IT. Unmask your natural light.