Alicia Yoon

Alicia Yoon can remember accompanying her mother and grandmother to the family facialist in Korea when she was 3 years old (Yoon was born in Korea, moved to the United States at age 1, and returned to Korea when she was 12). She wasn’t there to receive a treatment, of course, but—not wanting to miss out on the action—she tried to emulate the process by playing with dollops of moisturizer while lying on one of the facial beds. Little did Yoon know that this experience would become part of the fabric of her love affair with Korean beauty.

As a high school student in Seoul, 17-year-old Yoon also attended a separate beauty school and received her aesthetician license. “In school I learned what really worked for my eczema-prone skin,” she explains. “It gave me the knowledge to feel more empowered in my own skincare routine.” By the time she went off to New York City to attend Columbia University, she was somewhat of a beauty guru and became the skincare adviser to her friends and confidantes. Yoon went on to Harvard Business School, and then worked for the Boston Consulting Group, where she had a career-changing conversation.

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