Mijello began with a single question from an artist:
“Why is it so difficult for paints to truly capture the vivid colors we see in nature?”

From a young age, Mijello’s founder, Minjin Seo, learned to paint by observing nature directly.

Rather than relying on photographs, he spent time in front of real landscapes,

watching the changing light and seasons, discovering countless colors hidden within a single stone or leaf.

The soft yellow-greens of spring, the deep greens of summer forests, and the crimson leaves touched by autumn light

— nature’s colors were always richer and more intense than expected.

After majoring in fine art and spending many years creating artwork,

he began to feel that the paints available to artists could not fully express the true depth of colors found in nature.
Many paints became muddy too easily, faded in clarity, or lacked the depth needed for emotional expression.

Eventually, he decided to search for the answer himself and began making paints on his own.

At a time when he lacked both technology and financial resources, he sought out chemists, studied pigments and binders, and repeated countless tests and failures.

Through this process, he established one core principle:

“Focus on the essence of the materials, not excessive additives.”

He believed that great paint is not simply about producing bright colors.
It should allow artists to fully express the light, emotions, and depth of nature they experience.

That is why Mijello has continuously researched every aspect of paint — from pigment purity and dispersion to color brilliance, lightfastness, and handling

— always pursuing the true essence of color.

To Mijello, paint is not just an art material.
It is the starting tool that carries an artist’s perspective and emotions, and ultimately becomes part of the artwork itself, preserving its emotional impact over time.

A single brushstroke can transform the atmosphere of a painting, and a single color can complete an artist’s story.
For this reason, Mijello never compromises on the essence and quality of its materials.

We believe that the moment an artist chooses paint is not merely a purchase, but a decision that shapes their artistic world.

Today, Mijello has grown beyond being simply a paint manufacturer.
It continues to evolve as a brand dedicated to delivering the colors of nature and the emotions of artists with greater depth and clarity.

So that the feeling an artist experiences in front of nature can remain alive within the artwork, even as time passes.

That is the philosophy of color that Mijello pursues.