Yuyeon Lab: Upcycling Waste Paint into Sustainable Products & ESG Solutions

A South Korean company, YUYEON LAB, founded in July 2025 by Son Chae-yeon, is pioneering a unique approach to waste management and sustainable product development. The company focuses on upcycling waste paint and lacquer, transforming a problematic byproduct into marketable goods and ESG-focused content solutions.

Addressing a Critical Waste Problem

YUYEON LAB was established to tackle the significant issue of paint waste. Currently, only 23% of paint is recycled, leaving 77% to be incinerated. Paint is categorized as a mixed waste, making it difficult and costly to dispose of, creating a burden for small businesses in the painting industry and, in some cases, leading to illegal dumping. The company’s slogan, ‘Re-Painting Life,’ reflects its mission to restore the broken cycle of resource circulation, starting with industrial waste.

Did You Know? YUYEON LAB was founded in July 2025, demonstrating a recent commitment to addressing the challenges of paint waste.

From Waste to Value: The YUYEON LAB Process

YUYEON LAB’s core offerings include upcycled products made from waste paint and lacquer, as well as ESG campaign content solutions. The collected waste paint undergoes a primary separation into solid, semi-solid, and liquid states, each then processed into various forms, including interior décor items and industrial panels. The company meticulously tracks the sourcing, processing, and environmental impact of its materials, providing clients with data-driven ESG reports, campaign videos, and detailed analyses.

Competitive Advantages

Son Chae-yeon highlights the untapped potential of waste paint as a resource. The low recycling rate indicates a largely undeveloped market, presenting significant opportunities for expansion. The versatility of the material – applicable to everything from everyday items to construction materials – and its ability to be customized in over 200 colors with varying levels of gloss and transparency, further enhance its appeal. YUYEON LAB distinguishes itself through its integrated model, encompassing resource circulation, ESG branding, and collaborative campaigns.

Expert Insight: YUYEON LAB’s integrated approach – combining waste management, product creation, and ESG reporting – represents a compelling business model that could appeal to companies seeking to demonstrate genuine environmental commitment and enhance their brand image.

Expanding Reach and Future Plans

Currently, YUYEON LAB is focused on building direct-to-consumer relationships through offline shops, flea markets, and local exhibitions. These events allow customers to experience the unique texture, color, and weight of the upcycled materials. The company also leverages social media to showcase its processes, fostering trust and driving customer engagement. Looking ahead, YUYEON LAB plans to expand into the B2B sector, offering branded merchandise, industrial materials, and ESG collaboration content.

The company has secured initial funding through sales and government support programs. Future investment is planned strategically, following the establishment of a clear brand vision and a stable revenue stream based on corporate partnerships. YUYEON LAB has a four-stage roadmap from 2025 to 2028, aiming for global expansion, including a partnership in the United States and entry into global e-commerce platforms.

The Genesis of YUYEON LAB

Son Chae-yeon’s inspiration stemmed from witnessing the challenges of paint waste disposal through her family’s long-standing involvement in the painting industry. Recognizing the high costs and logistical difficulties faced by small businesses, she identified a significant gap in the market and a need for a sustainable solution. Initial funding came from personal investment, supporting equipment assessment, product development, and initial sales testing.

Son Chae-yeon expressed the greatest satisfaction comes from seeing discarded paint transformed into desirable products, accepted by consumers as valuable and innovative. Feedback from the 2025 Seoul Design Festival, where many attendees mistook the upcycled products for new items, was particularly encouraging.

YUYEON LAB is led by Son Chae-yeon and a co-founder with whom she shares a decade-long working relationship. The co-founder brings experience in B2B strategy and e-commerce, complementing Son Chae-yeon’s expertise.

Frequently Asked Questions

What is YUYEON LAB’s primary focus?

YUYEON LAB focuses on upcycling waste paint and lacquer into marketable products and providing ESG campaign content solutions.

What percentage of paint is currently recycled?

Currently, only 23% of paint is recycled, with 77% being incinerated.

What are YUYEON LAB’s future plans?

YUYEON LAB plans to expand into the B2B sector, pursue global partnerships, and establish a strong presence in international e-commerce markets between 2025 and 2028.

As YUYEON LAB continues to innovate in the realm of waste upcycling, what role do you see businesses playing in driving a more circular economy?