Founder Story

After 15 years of my career in finance, retail, and e-commerce, I realized my true passion was skincare. Upon discovering the huge potential of K-beauty in the global market, I was determined to begin my startup journey.

During my early years while pursuing my master's degree at INSEAD, fellow students from France, America, and Japan, countries I believed to be leading the beauty industry, were impressed with my evenly toned complexion and everyday glow. They were curious about my skincare routine, particularly the "glowy skin" or "no makeup-makeup look," which was already popular in Korea back in 2012. When I revealed my extensive beauty routine, they were fascinated by the number of products and the step-by-step approach, something I considered standard for every woman. This realization that the K-skincare routine was not a global standard opened my eyes to the market potential of K-beauty.

Upon graduating in 2015, I had an excellent opportunity to rebuild my career by taking on a business development role at Amazon. Working at Amazon exposed me to massive market data and provided me with a solid understanding of how the digital world creates and impacts demand in the skincare market.

Combining my financial background with my retail experience at companies like Apple and Amazon, where I gained insights into how digital platforms, such as social media, drive online sales in the beauty industry, I felt prepared to embark on my beauty startup journey in 2018 with the goal of becoming a global beauty expert.