ONLY THE ESSENTIALS.
Second White is a design and innovation studio based in Seoul with deep roots across Asia. We search for what truly matters and turn it into meaningful brands, products and experiences. Our expertise includes Industrial Design, Design Strategy, Experience Design, and Brand & Product Identity. Beyond individual products, we create coherent design languages across entire brand portfolios, connecting strategy and identity with product, CMF and packaging.
Over the years, we have collaborated with leading global companies including LG, Hyundai, Xiaomi, OPPO, vivo, Haier, Midea and ByteDance across consumer electronics, home appliances, mobility and lifestyle. Our Seoul Design Center leads the creative process, supported by our network in Shanghai and Shenzhen for development, manufacturing and market insight.
We bring together design, market insight and real world execution to create meaningful brands, products and experiences for a changing world. Born in Seoul. Shaped by Asia. Designed for the World.
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Featured products
SIMETRA AI Beauty Mirror
Innovation / New Typology | SIMETRA AI Beauty Mirror
SIMETRA AI Beauty Mirror redefines the mirror from a passive reflective surface into an intelligent beauty system capable of understanding and analyzing the user. By interpreting light, image and depth data in real time, the system evaluates skin conditions and translates them into clear, actionable beauty insights. AI-driven perception transforms routines once guided largely by intuition into more measurable and personalized care. Rather than simply adding AI features to an existing product, the project began with a broader question: what can a mirror become when it is able to perceive, interpret and respond? Designed to integrate naturally into everyday beauty rituals, SIMETRA brings professional-level analysis into the home and proposes a new typology at the intersection of AI, beauty and home experience. The product entered mass production in 2025.
