A'PIEU is a Korean beauty brand that was launched in 2008 by the skincare company Missha. It is aimed at a younger audience and focuses on gentle skincare and natural-looking makeup. The brand's philosophy is that "Beauty should be pure," and it emphasizes the use of natural ingredients and extracts. A'PIEU offers a wide range of trendy, affordable, and non-irritating products that are suitable for sensitive skin. The products include extracts of fruits and vegetables, herb and plant extracts, hyaluronic acid, collagen, and glycerin for moisturizing the skin. Many products contain over 95% organic components, including snail mucus, fresh goat milk, and milk proteins. The brand's offerings include makeup, skincare, and hair care products, such as lip tints, blushers, sun care, ampoules, and more.