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Gen’s shopping behavior is very different than other generations. Is it possible to attribute the success of young content creators, especially young skinfluencers in TikTok, to knowing exactly what this generation wants?

I do think TikTok has provided a refreshing take on skincare that is very appealing to Gen Z. Gen Z as consumers are so savvy and discerning, and much of the content that does well on TikTok dispels marketing myths and false advertising to help consumers really get products that will work for them. It also pushes to make skincare more accessible and inclusive. This type of transparency is what I think really resonates with Gen Z, and it’s changing the industry as we speak.

Because of your job, I assume you see a LOT of skincare products. What are some of the essential qualities for a brand or product to catch your eye?

For me its intention and ingredient story. First, I want the product to be created with intention – I think to myself “is this product really created with intention and doing something new and innovative that other products haven’t? Is it something my followers could actually need or is it just a trendy cash grab?”. Second, I want a good ingredient story, with efficacy at the center. If a product is supposed to be brightening, I want to see ingredients that back that up. If it’s supposed to be soothing, I better see an ingredients list that looks gentle and healing. Brands talk a lot of talk but I want the ingredients and the final formula to really walk the walk.

Our skin is the largest organ in our body. However, it is not as cared for as the other organs. Especially considering that skin care is still considered as “luxury” by some people. Skinfluencers play an important role in breaking this stigma. What are your efforts in this regard, what role do you play here?

I try to use my content to help people feel like skincare is fun, relaxing, and not intimidating. I try to make my page feel like a space where there are no dumb questions – where someone who’s never used a product before in their life can find their way, and someone who’s a total skincare lover can also find new inspiration. This way, I can hopefully help make skincare feel less intimidating and more of a key part of overall self-care.

What is the skincare step that people often overlook but must take seriously?

I’ve been happy to see how many more people are talking about sunscreen. Wearing SPF every day is so important for everyone, and is key to keeping your skin healthy and in good condition. So many people overlooked it for so long, and I’m really happy to see it getting the attention it deserves.

What the viewers should expect coming to your Youtube or TikTok page?

I try to balance content that is fun and entertaining with content that is packed with a lot of information. My videos really aim to de-mystify skincare, and help people find their way whether they are just getting started or are long-time skincare lovers. On my YouTube channel I also love to share vlogs of my life in Seoul.

We see TikTok playing a huge role in breaking the “perfection” stigma. The progress of skin care from luxury to mainstream brought phrases like “it is easy to achieve perfect skin”along with it. Is it possible to have “perfect” skin?

For so long we have been surrounded by airbrushed, filtered images of skin that sets unrealistic expectations for people. I really hope that we continue to move in a direction where “perfect” skin is really more thought of as “healthy” skin. Real skin has pores, texture, breakouts, etc., and skincare is a deeply personal journey for everyone. I think what really matters is focusing on healthy skin, rather than some idea of “perfect” skin.

Your interest in skin care ingredients has taken you all the way to Korea, and you even got degree of communicative fluency—huge congrats on the accomplishment btw. What is the philosophy we should all learn from Korea regarding skin care?

What has always drawn me to K-Beauty is the emphasis on gentle, soothing, and healing skincare. I have really sensitive skin, so I personally saw so much better results with K-Beauty than with many western brands I had tried, thanks to the emphasis on hydrating, healing, and anti-inflammatory ingredients that are commonly found in so many products here. I think this focus on a gentler, more sensitive-skin friendly approach to skincare really resonates with me and with so many people around the world.

Your talent for marketing is impressive. At such a young age you’ve got many offers from world’s biggest corporations. How do you think skincare brands should update their marketing plans to exist in the new normal and in the future?

I really hope to see more transparency in the way brands work with creators and consumers. I think the key is for brands to be really open and honest with their consumers about the products they make, the creators they work with, and the values and ethics of the brand. Making sure that creators and consumers alike really feel involved in the conversation every step of the way matters so much.