Evidence-Based Skincare: A Pharmacist’s Vision for HAEDAL’S
This interview series highlights real brand-launch journeys, from preparation to execution, with the aim of supporting aspiring beauty entrepreneurs. By sharing firsthand experiences, we hope to provide practical insights and actionable strategies for building a successful cosmetics brand.
Please introduce yourself and your brand.
As a pharmacist, I’ve had the opportunity to consult on a wide range of skin concerns. Through that experience, I realized that the safety and efficacy of formulations matter far more than packaging or marketing.
Recently, I’ve noticed more products being rushed to market without sufficient clinical preparation, often paired with exaggerated ingredient claims. I felt a strong responsibility to offer an alternative—products consumers can trust and use with confidence over time.
At HAEDAL’S, we select ingredients based on clear scientific evidence, minimize the risk of irritation, and build functionality on top of a solid foundation. We avoid ambiguous claims and focus on developing one reliable formula at a time rather than chasing speed.
Once this philosophy was clear, we wanted a brand identity that could represent it. “HAEDAL’S” is the Korean word for sea otter, an animal known for holding hands while sleeping so they don’t drift apart on open water. We believe skincare should be the same. In a world full of empty promises, we hold on to what matters most: honest ingredients, clearly defined, never misleading. That is why we chose HAEDAL’S as our brand name.
What were the biggest challenges you faced before launching your brand?
The most challenging part was establishing clear standards in an industry filled with conflicting and exaggerated information.
The market is flooded with ingredient data and functional claims, but much of it is oversimplified or overstated. Even when designing clinical trials, it was difficult to determine which metrics would genuinely benefit consumers.
Ultimately, the most time-consuming step was building my own principles for product development—relying only on scientifically supported data and choosing ingredients that could be explained honestly, without exaggeration. Setting these standards was daunting, but it became the foundation of the brand.
How did you overcome the challenges?
To truly implement the philosophy behind HAEDAL’S, I needed a partner who could clearly explain ingredient selection, formulation stability, and clinical feasibility.
During my search, PLANIT 147 stood out for its structured approach and transparent communication. Their system aligned closely with my evidence-based perspective.
What I appreciated most was their turnkey support, which integrated branding, product planning, formulation, packaging, design, production management, and clinical certification into one streamlined process.
As a solo founder, coordinating all of these areas independently would have been extremely difficult, but PLANIT 147 significantly reduced that burden and allowed me to focus on the product itself.
Within three months of launch, we began receiving recognition faster than expected. Positive feedback from influencers and models highlighted both the affordability and effectiveness of the products, leading to steady word-of-mouth growth. HAEDAL’S was also featured in the December 2025 issue of Harper’s Bazaar, reflecting the strong reception so far.
Could you share a memorable moment from the brand launch process?
What stayed with me most was realizing that consumers truly recognize well-made products, even if it takes time. Genuine responses from real usage are far more meaningful than attention created through heavy marketing.
Working with PLANIT 147 made the development process more stable, especially with the support of Kolmar Korea’s manufacturing expertise. Their guidance helped reduce the trial-and-error that many new brands experience.
Because of that, we were able to focus entirely on product quality. Without relying on excessive promotion, word-of-mouth spread naturally, and within just three months, we had already developed our fifth product. This experience reaffirmed that consistent focus on strong fundamentals leads consumers to respond on their own.
What are your key goals for the future growth of your brand?
As HAEDAL’S grows, our priority is to uphold the values we established from the beginning. In the long term, we hope to become a brand that demonstrates the importance of a responsible and transparent product development process—one that prioritizes safety, evidence, and integrity before performance claims or marketing.
We’ve also observed concerning practices in the industry, such as clinical trials conducted without sufficient protection for participants or unpaid labor disguised as “supporter programs.” Avoiding such practices is an essential value we intend to uphold.
With PLANIT 147, we believe we can continue developing products in a stable and value-driven way. Rather than chasing short-term trends, our goal is to grow into a brand that remains committed to its principles and earns lasting trust.
HAEDAL’S story highlights the importance of staying true to product essence and brand philosophy. It serves as a reminder that skincare built on strong fundamentals can earn consumer confidence and continue to be loved over time.
We look forward to HAEDAL’S continued growth and hope this journey inspires others preparing to launch their own beauty brands.