What was the inspiration behind launching your product/brand?

As K-beauty continues to gain global popularity, we aimed to develop cosmetics that are suitable for both Korean and international markets. Inspired by a long-time buyer from the Middle East who was searching for effective skincare for acne-prone skin, we developed a product specifically designed to soothe and heal troubled skin. The response was overwhelmingly positive—not only in the Middle East and Southeast Asia but also in other countries such as China, the United States, Russia, as well as in Korea.

After that, Our goal is to widely promote the brand as one inspired by Korea’s uniquely beautiful and diverse natural landscapes—developed using the country’s rich natural resources and outstanding botanical ingredients.

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

ABEREDE’s competitiveness lies in its strict adherence to the principles of Clean Beauty, its commitment to eco-friendly packaging, and its brand philosophy built on sustainability, expertise, and authenticity. The brand utilizes regionally distinctive ingredients grown in Korea and develops its products around five functional themes. 

With a strong focus on both efficacy and safety—positioning itself as a high-performance skincare line incorporating patented formulation technologies—ABEREDE has also established a global export foundation with localized marketing and distribution strategies tailored to each market

What are your brand values?

We are committed to ethical beauty by safeguarding skin health through the use of naturally derived ingredients that deliver advanced, derma-grade effects, all guided by the principles of clean beauty. Our skincare philosophy is grounded in honesty, integrity, and core values, reflecting a sincere and principled approach.

As a pioneer in Korean vegan beauty, we bring nature to the skin with deep respect for the planet. We emphasize clean beauty through plant-based formulations using ingredients sourced from Korean nature, and we adhere to vegan-certified standards—completely excluding animal testing and all animal-derived ingredients.

Currently, we are actively involved in a tree-planting campaign in the Mongolian desert. Extracts from these planted trees are incorporated into ABEREDE cosmetics, and a portion of the sales from these products is reinvested in the region to help rejuvenate the local economy and support indigenous communities.

“As a pioneer in Korean vegan beauty, we bring nature to the skin with deep respect for the planet.”

Walk us through your development process — from ideation to the product we see on the shelf.

We identify discomforts people experience in daily life and develop targeted ingredients to address them, turning them into marketable products. For example, we developed an eye bag cream designed to gently reduce the appearance of under-eye puffiness, delivering immediate visible results while also offering anti-aging benefits. The product took approximately 6 months to 1 year to develop and commercialize

What are your hero ingredients?

The ingredients are a premium combination designed for high-performance skincare products. We are currently planning and producing a new product that maximizes skin benefits using ingredients known to release the highest levels of oxygen on Earth. This product will be officially launched upon completion. In the meantime, we are producing formulations that include plant-based guaiazulene, cica, Jeju pine tree extract, PDRN, and plant stem cells.

Other than your company, what is something you are passionate about?

Our researchers are dedicated to developing new ingredients all day long. Fully committed to academic research and formulation innovation, I passionately study skin mechanisms—often working tirelessly until 2 a.m.

What is one major lesson you learned about running a business?

1. The business grows in proportion to the capacity I demonstrate.

2. The more I research, the more refined my perspective becomes—sharpening my values and ability to distinguish the true quality of a product.

What are some challenges you’ve had to overcome with your brand?

By attending exhibitions around the world and meeting new buyers, we expanded our business through the exchange of ideas and experiences. One such idea led to the development of a new type of dispensing container. However, the initial version lacked barrier protection (EVOH), causing changes in color and scent, making it unusable when tested C/T test. After a full year of research and testing, we finally completed a functional version—paving the way for a new frontier in the beauty industry.

What would you say is your most effective marketing channel? Has it changed over time?

Our most effective marketing channel has become short-form video content created by influencers—such as Instagram Reels, TikTok videos, and YouTube Shorts. In the past, we relied on traditional methods like trade shows, brochures, and online banners. However, since incorporating influencer-driven short-form content into our strategy, we’ve seen a dramatic shift in consumer engagement.

Build trust through real people’s testimonials—especially when influencers share their personal skincare journeys and before/after results using ABEREDE.

Give us the backstory of your brand’s name. 

ABEREDE was originally born from the combination of Amazing + Beauty + Lucia (a Christian name) + Decacorn (an economic term referring to a company valued at over 10 billion USD). However, it now embodies a new meaning: Awaken the Beauty, Renew, and Defy the Signs of Aging with ABEREDE. The motto “Since 2072” is not a typo—it symbolizes bringing future beauty science into the present.

What do you think is the most prominent concern in the beauty industry?  

1. Slow aging: As human history grows deeper, so do the lines on our skin.

If we could reverse the aging process, it would mark a true revolution in the history of humankind.

2. Clean and Environmental sustainability: 

Overproduction, plastic packaging, and non-recyclable materials contribute to slow-aging. There is growing pressure on brands to adopt zero-waste, refillable, or biodegradable solutions.

What would you like to see for your company's future?

Ultimately, our goal is for ABEREDE to go beyond being just a skincare brand—to become a symbol of conscious beauty that consumers trust, relate to, and take pride in.

Our long-term objective is to achieve an M&A exit at a valuation of 300 billion KRW (approximately 220–230 million USD), driven by the brand's meaningful growth and global impact.