Charles Choi | Brand Director

Born in Korea〡Educated in Korea, Canada, & the USA. My first entry into the beauty industry was as a part-time sales associate in New York in 2019. I instantly fell in love with beauty. In 2022, I returned to Korea and have remained in the industry ever since.

I truly love everything about beauty. I've worked for a skincare brand, a haircare brand, and even a makeup brand. I believe that the K-Beauty industry has long been saturated with the same formulas, the same packaging, and the same viral marketing. This needs to change. I've made it my lifelong mission to bring back the true value of K-Beauty—through innovation and craftsmanship.

Beauty is not a commodity—it's an experience. It should serve a purpose, stand out, and be desirable. My dream is to leave my mark on this industry forever. I'm not a businessman—I'm a working industry expert. This industry has been flooded by moguls with no real passion for beauty, simply because it appears profitable. I believe the next generation of the industry will be led by people who truly love beauty—as it should be.

We strive to be a brand that makes a difference. It is true that the general objective of businesses is to make a profit—like catching a shooting star in the sky—but we believe it is also our responsibility to shed light on what often goes unnoticed.