July 2010, the singer joined the SBS reality show Heroes. She received a lot of negative press for her feisty and headstrong persona. On December 12, 2010, Seo In-young released her first single album, Ellythm. It includes the lead single Into The Rhythm. 2011: Wash and Brand New Elly In early 2011, the Jongno branch of Cheil Industries named Seo In-young as the creative director of their imports division. She worked with French luxury brand 'Nina Ricci' to design a limited edition handbag line named 'Nine Ricci x Seo In-young'. On May 6, 2011, Seo In-young released her second single album Wash. The emotional song showcased her exceptionally powerful vocals. The music video was said to be filmed in Thailand, with a concept of multiple emotions, such as an elegant woman underwater and a sad woman in front of a mirror. Star Empire Entertainment released a music video teaser and a behind the scenes video, however, no official music video was released. On August 20, 2011, the singer participated in the popular television show Immortal Songs 2. The episode, dubbed 'female vocalist special', showcased seven of South Korea's top female vocalists. Seo In-Young's rendition of Just Like The First Time won the hearts of viewers and was declared as the best performance of the episode. On October 4, 2011, two comeback photos of the singer were released ahead of her official comeback. In early November, she pre-released the song Loser. On November 13, 2011, the singer officially released her third album, Brand New Elly, with the lead single Oh My Gosh. 2012: IY Company, ANYMORE and Let's Dance On May 18, 2012, it was announced that Seo In-young would be establishing her own private entertainment company, IY Company. She is no longer associated or under contract with Star Empire Entertainment. On August 13, 2012, Seo In-young became the main MC of 'SBS E! – Star Beauty Show'. The show focuses on beauty and fashion tips. On August 13, 2012, a music video teaser for Seo In-young's digital single, ANYMORE, was released. It was later revealed the song was produced by popular producer Kush. The single was officially released on August 19, 2012. The full-length music video was released two days later. The single quickly experienced enormous success, securing the No. 1 spot on every single Korean music chart, achieving the coveted 'all-kill'. On October 15, 2012, Seo In-young revealed a