K-Beauty Table | Building & Scaling Brands in the US
BayJoyce is excited to launch its first K-Beauty Table, featuring founders and marketing leaders who are actively shaping the Korean beauty and lifestyle landscape in the US.
In this event, we’ll dive into the journey of building a brand from scratch and scaling it in the U.S. market.
From identifying market opportunities to creating viral content and scaling through e-commerce, hear firsthand stories and practical insights from leaders at the forefront of the industry.
Registration
There is a $15 event fee for this event.
Your RSVP will be confirmed after Venmo payment is received.
Venmo: @Insuk-Song-2
Please include your name in the Venmo note so we can match your payment with your RSVP.
Full refunds are available up to 2 days prior to the event (8/19).
🎁 $60+ K-Beauty Goodie Bag: The first 20 attendees to check in at the venue will receive an exclusive K-Beauty Goodie Bag!
Speakers
Sora Lee (Co-Founder & CEO of JIYU Founder of Kurated Founder of Hustle & Heart Wellness): Co-Founder & CEO of JIYU, a Korean skincare brand combining Korean formulation innovation with longevity science. Previously, she held marketing leadership roles at TikTok, Meta, and Netflix. She is also the founder of Kurated, where she has advised and helped scale leading K-beauty brands in the U.S., and Hustle & Heart Wellness, a functional wellness brand built around plant-based collagen jelly for busy, wellness-minded women. As a creator, she has built a community of more than 700,000 followers around K-beauty, wellness, and entrepreneurship.
Sungbin An (Founder & CEO of Skyne Beauty / Ex-Meta): Founder & CEO of Skyne Beauty, a San Francisco–based K-beauty brand focused on early skin longevity. Previously at Meta, she advised some of Korea's largest beauty and consumer brands, using data-driven growth strategies and marketing analytics to scale multi-million-dollar businesses. Earlier in her career at Coupang, she led go-to-market strategy and product launch initiatives.
Kipeum Lee (Co-founder & COO of Saelo / Ex-Airbnb): Informed by firsthand experience at Seoul's leading hospitals and aesthetic clinics, Kipeum Lee co-founded Saelo, a multi-location skincare clinic bringing Korean aesthetic standards to the San Francisco Bay Area. She spent over a decade in tech, recruiting and building engineering and product teams at Airbnb and scaling operations across hundreds of markets at Postmates. A first-generation Korean American, she channels her operational expertise and people-first approach into building a medspa experience that resonates with the U.S. market.
Jenny Seo (Marketing Strategist at Yami / Ex-Samyang Foods): A data-driven marketer at Yami, the largest Asian e-commerce platform in the U.S., driving Yami's growth among Korean and Korean American consumers through social media strategy, and performance marketing across diverse categories, including K-beauty and K-food. Previously at Samyang Foods, she led global sales and go-to-market strategy for the Buldak brand, helping expand into new international markets.
What we’ll discuss
Fireside Chat: Reinvention & Serial Entrepreneurship (Sora): Building and evolving multiple ventures across K-Beauty and wellness, navigating pivots and setbacks, and turning founder insights into the next chapter with JIYU.
Panel Talk: Building the Brand (0 to 1) (Sungbin & Kipeum): Transitioning from corporate or Big Tech to founding a business, identifying market gaps, and creating a distinct K-Beauty brand tailored for US consumers.
Fireside Chat: Selling & Scaling (Go-to-Market & Viral Conversion) (Jenny): Navigating US consumer trends, executing viral content and influencer strategies, and translating customer engagement into e-commerce sales.
🗣️ Please note that all sessions will be in English.
Who should come
Korean and Korean American women in the Bay Area who are interested in K-beauty and brand building, and looking to exchange ideas, expand their professional networks, and connect with like-minded people.
Timetable
18:00 - 18:15: Registration & Networking
18:15 - 18:20: BayJoyce intro
18:20 - 20:00: Speaker Sessions
20:00 - 21:00: Networking & Wrap-up
Goodie Bag Partners
A special thank you to SOOO, 비누보, Yami, Skyne Beauty and Meebak for generously supporting our first K-Beauty Table and contributing products to our exclusive goodie bags. We truly appreciate your support in making this event even more special for our community.
About BayJoyce
BayJoyce is a Bay Area community for Korean and Korean American women professionals to meet peers and leaders, engage in thoughtful career conversations, and find inspiration for their own career journeys through curated events, fireside chats, and community gatherings.
Follow us on Luma: https://luma.com/bayjoyce