Behind the Brand | Erica Choi Founder of Superegg
Portrait courtesy of brand; Product photography and interview by Alison Engstrom
What inspired you to start your skincare brand, Superegg?
When I reflect on my journey, I realize that my corporate career was an important stepping stone toward my ultimate goal of creating a brand that reflects my passion for beauty and empowerment. However, I always knew deep down that there was something more I wanted to pursue, and my entrepreneurial spirit has been a driving force in my life. Through my parallel careers as a design director and content creator, I have had the privilege of collaborating with top brands in the fashion, lifestyle, and beauty industries. These experiences have inspired me to develop a brand that is not only unique and thoughtful but also centers around balance and well-being.
In creating Superegg, my goal was to offer sophisticated, high-performance, and sensorial formulations that promote skin health and radiance. While external beauty is important, our products also aim to promote self-care and nourish the inner self. Each time someone uses our products, we want them to feel like they are engaging in a ritual of self-love and care. Above all, my journey has taught me that pursuing my passion and taking risks has been the key to my success. Through Superegg, I hope to inspire others to prioritize their own self-care and well-being, follow their dreams, and feel beautiful both inside and out.
The brand is centered around the egg, but a vegan version. Can you share more about the ingredient and its benefits?
Throughout Asian culture, eggs have long been renowned for their nutritional value and use in traditional beauty rituals. My own family has passed down the practice of incorporating different parts of the egg into our skincare routines for generations. Whether at home, at family gatherings, or visits to the jjimjilbang, a Korean sauna, I have witnessed the use of the yolk as a moisturizing mask, the whites as a firming mask, and the eggshell membrane as a rejuvenating mask to address dark spots, fine lines, and stimulate collagen production.
As we developed Superegg, we were inspired by these age-old practices and aimed to create a brand that honors tradition while evolving to meet the needs of modern-day consumers. Through our exploration of the egg's different components, we discovered that each part contains unique, essential vitamins, minerals, and proteins that are beneficial for the skin. This led us to develop Duplex® technology, an egg-duplicated complex expertly used in all of our advanced formulas.
Duplex® technology, which includes Yolk Duplex®, White Duplex®, and Shell Duplex®, is engineered through innovative technology to match the nutrient-rich properties of an egg with uncompromising high-quality plant-based ingredients like Tremella Mushroom, Adenosine, and Rice Ceramides, among others. Our formulations harness the nutrients of the egg through 100% vegan ingredients, resulting in deep hydration and replenishment of elasticity for the skin. We are proud to carry on the legacy of using eggs in skincare and excited to offer a modern, sustainable twist on these beloved traditions with Superegg.
Sustainability is a key pillar to the brand. I'd love for you to share more!
Although I have a fondness for eggs and their benefits, I strongly believe in offering vegan products due to concerns about animal welfare, allergens, diseases, preservatives, and the negative impact of the animal agriculture industry on the environment. This conviction has reinforced our commitment to creating products that honor the properties of eggs in a more eco-conscious and animal-friendly way.
At Superegg, sustainability is at the forefront of our values, and we are constantly striving to make a positive environmental impact. We have both long-term and short-term goals for the brand that prioritize making conscious choices in our production process, ingredient sourcing, and fair trade practices. Our ultimate aim is to offer clean, sustainable products that are not only healthy for your skin but also for the planet. We view sustainability as a source of innovation and creativity that drives us toward our goal of creating environmentally responsible beauty rituals.
Our commitment to sustainability extends to our packaging. We have made significant efforts to use almost entirely recyclable and/or made from recycled materials. This also includes FSC (Forest Stewardship Council) certified paper for our boxes that are sourced in an environmentally-friendly and socially responsible manner. As a brand, we are dedicated to exploring even more sustainable packaging options to further reduce our environmental footprint.
What is your current skincare routine?
A proper skincare routine is something so personal because everyone’s skin is different. I see my skincare routine as a daily ritual of self-care that helps strengthen my physical, mental, and emotional sense of wellness, which then, in time, affects my skin's health.
I’ve recently been starting my morning skincare routine with our Superegg Gentle Elements Cleansing Foam to remove excess oil, sweat, and other microbes that have accumulated overnight. It’s great because it’s very gentle on my skin. Then I tap the Sulwhasoo First Care Activating Serum into my skin as my first step of hydration under our Superegg Vitamin Collective Vitality Elixir, our newest antioxidant-rich brightening treatment serum. Next, I love using our Superegg Phyto Bounce Eye Contour Solution in the morning – its light texture sinks in quickly before I massage our Superegg Sound Renewal Serum Cream, my dream moisturizer, into my skin. Lastly, all daytime skincare routines should end with sunscreen, and my current favorite is the Round Lab’s Birch Juice Moisturizing Sunscreen. And if I’m going outside, I never leave the house without spritzing on perfume. My go-to right now is the ELOREA Gentle Shower Eau de Parfum.
In the evenings, I always use a separate eye makeup remover like the Illiyoon Fresh Moisture Lip & Eye Remover to remove my budge-proof eyeliner as gently as possible before double cleansing with the Then I Met You Living Cleansing Balm and our Superegg Gentle Elements Cleansing Foam. Some nights I’ll use the Sisley Paris Black Rose Cream Mask or immediately spray our Superegg Kind Atmosphere Biome Mist to instantly hydrate and support my skin barrier. Our Superegg Tonal Scenery Reparative Serum is my nightly all-in-one serum, but I’ve also been incorporating retinol into my routine – I’ve been using the Innisfree Retinol Cica Moisture Recovery Serum. Then I nourish my under eyes with the Chanel Le Lift Crème Yeux Eye Cream before I lock in all the layers with our Superegg Sound Renewal Serum Cream and the Augustinus Bader The Face Oil. Just before I get into bed, I’ll use our Superegg This Moment Hand Care to keep my hands soft and hydrated throughout the night.
What is your ultimate dream for the brand?
My ultimate vision for the brand is to build a portfolio of exquisite and effective products that are infused with meaningful intentions to help you achieve healthy, glowing skin. Through this, we aim to enhance your overall well-being and uplift your spirits. I am grateful for our strong community, and I aspire to further empower and inspire people through Superegg. Our goal is to help individuals feel beautiful both inside and out and bring joy to their daily lives.
What are you most proud of from the line?
Each of our products holds a special place in my heart as they serve a unique purpose, and I have full confidence in their ability to deliver remarkable results without causing any skin sensitivities. I often refer to them as nutrient-packed blankets for the skin. The most rewarding aspect of creating Superegg has been the positive impact our products have had on our customers' lives and skin. It brings me immense pride to hear the amazing feedback from our customers, and that's precisely why we started this venture.