Hi Juyeon, it's great to meet you! Congratulations on the launch of your skincare brand. Before we jump in, I'd love to learn more about your background. What were you doing prior to launching Xuyoni?

I was a violinist who received a Doctor of Music Arts in Korea, and I played at Seoul Chamber Orchestra while teaching violin/music majors at a university. I wrote a self-teaching violin book for beginners. I am also a mother of three boys, so I was busy raising them.

Did you always dream of having your own company/brand?

Not always; however, I approached this as a creative project encompassing product formulation, packaging, design, copy, brand story, etc. Now, this brand has become an essential part of me, coloring the brand with my creativity and personality.

Did that look like other things before entering into skincare?

They are not the same, but they share some similarities when you view them as art. For customers, skincare is an act of self-care and self-expression, and for brand owners, it's an act of providing a tool for beautifying and uplifting oneself. I consider this interaction as a broad yet practical art. It took me some time to come to this chapter of my life after my music career.

You had a soft launch of your brand in 2020, what a year that was, challenging on every front. How did you navigate that time period and what did you learn about yourself in doing so?

The challenge was not only for me but also for everyone else. There was much chatter about a surge of sales on e-commerce, but it was extremely challenging for a newborn indie brand with no brand awareness. Nevertheless, this period gave us meaningful time to turn a misfortune into a blessing by revamping our website, developing refillable skincare cartridges, product testing, etc.

What are the key pillars to the brand?

I would say the harmony between eco-tradition and futuristic technology. In other words, our focus is converging long-tested natural plants and herbs that have been clinically proven to show results with modern skincare innovation. South Korea is very well known for its state-of-the-art skincare technology, hence K-beauty’s popularity all over the world.

Sustainability is one aspect that is so important to focus on especially in the beauty industry, not just with ingredients but also packaging. I love how the brand is refillable—thank you! Why was that so important to you?

Out of all the environmental problems we face, the waste issue is one of the most critical ones. I feel heavily responsible as an entrepreneur who produces consumer goods, and the refill cartridge is one of the easiest ways to reduce the use of single-use plastic. Our next step is to partner with a recycling company to recycle the plastic body properly.

Speaking of packaging, it's amazing, truly! What inspired it?

Thank you. To me, the packaging is my art project. The quality and efficacy of formulation are essential, but the packaging should also represent unique brand personalities and intentions. So it took about three years to develop the packaging from my initial idea. The inspiration came from the universe. I believe in cosmic connection, meaning we humans are aligned with the universe. Our triangular shape represents the geometric harmony of the universe, trinity, and many more regarding mindfulness and awareness.

I love the idea of the cream oil. How did you come up with this idea combining the best of both worlds when it comes to moisture and hydration?

I have an extremely dry skin condition, so I've always preferred facial oil over a moisturizer. However, facial oils have a downside of leaving a heavy and sticky residue. I was looking for a solution and developed the hybrid cream-oils. Although this cream-oil is formulated with only botanical oils, it effectively softens and locks in hydration without leaving a heavy, oily film on top of the skin. Plus, the texture is not runny, unlike other liquid facial oils, and the application is mess-free and easy.

What are you most proud of from the line?

If I have to choose one, the product I am most proud of is the Synergy Booster toner + serum formulated with 84% organic moringa leaf extract. Moringa leaf is a powerful antioxidant, potent immunity booster, rich in iron and vitamin A. Its regenerative power repairs and strengthens compromised skin barriers for healthy and resilient skin.

What advice do you have for other entrepreneurs who are looking to accomplish their dreams?

Although it feels premature for me to speak on giving any advice (still talking baby steps), I can share a few words of encouragement. It took me a very long time to study and research this new market I was entering into, and I believe this applies to all other entrepreneurs. However, I faced many unanticipated challenges and had to be resilient. When you are in these situations, do not be discouraged. These challenges are valuable learning experiences and part of a long business journey.

Xuyoni in three words…

Minimal. Genderless. Natural. These three keywords imply a great deal of what the brand pursues, and here are some practical explanations of what they are:

Minimal

In the 21st century, it's essential to provide time-efficient and high-functioning products. For the environment, it's imperative for brands to offer products that are less environmentally damaging. Thus, our main objective is to provide minimal yet effective skincare solutions while trying our best to minimize our impact on the earth.

Genderless

All Xuyoni products are unisex, and our products are for everyone regardless of gender. Skincare as self-care exists in all genders, and our packaging also illustrates what we pursue.

Natural

In skincare, the ingredient is a priority. At Xuyoni, we use clinically-proven ingredients that have been used for hundreds of years. Our ingredients were grown organically and harvested sustainably, and we only offer 100% all natural formulas.

To learn more about xuyoni

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Product was gifted; images courtesy of the brand.

Behind the Brand | Juyeon Pae of Xuyoni Skincare