Alicia Yoon is the founder of Peach & Lily—the pioneering brand that brought Korean skincare to the U.S. before “K-Beauty” was a buzzword.

In this episode, she shares how her personal skin struggles turned into a lifelong mission, how she went from finance to esthetician school, and why she took the slow, principled path to build a category-defining brand.

What you’ll learn:

• How Peach & Lily built trust in a crowded industry

• Why Alicia avoided shortcuts, even when growth was slow

• The viral moment that changed everything—and how they prepared for it

• Her approach to formulation, transparency, and community

• Lessons from burnout and building with integrity

• Why "glass skin" wasn’t a trend—it was education

If you want to build a product people love and trust for years—not months—this episode is for you.

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