On why she decided to launch a makeup brand of her own, Hong Jin Young said, "I wanted to create a makeup brand that women really need, a brand that women can trust, and a brand that I can trust first and foremost." The singer participated in not only research and manufacturing of her makeup line products, but also carried out fan voting to name her products, and more. She will be releasing lines such as foundation, concealer, bare face cream, and lip tint. 

The star will be appearing in a 'Lotte' homeshopping broadcast this July 31 in order to introduce her 'Hong Shot' line.