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Seven years ago, Peach & Lily was born as a K-beauty retailer. In 2018, the brand pivoted to creating its own Korean beauty products, and released its three latest offerings last month: two masks (one clay and one overnight) and an undereye stick that cools and depuffs. Within 24 hours, all three had sold out.
While successful on the surface, underneath, rolling them out was way more complicated than Peach & Lily founder and CEO Alicia Yoon had anticipated.
When she first decided to expand the brand and create a skincare line, Yoon visited several of the top labs in Korea to find chemists to work with.
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