ONEOHOH: The Journey of K-Beauty Heritage Skincare for the Global Market
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.
In 2019, Better Lab Co., Ltd. launched the unique skincare brand ‘Baeknyeonyakbang,’ inspired by the century-old traditions of Korean herbal medicine. In May 2026, we reinterpreted the concept of ‘Baeknyeonyakbang’ to align with global trends and launched the K-bio Heritage skincare brand ‘ONEOHOH.’
I started my career as a beauty journalist for a magazine, where I created the hit keyword ‘V-line.’ I am also the author of a beauty bestseller and have spent over 20 years consulting for major domestic and international cosmetic brands, including LG Household & Health Care (The History of Whoo, Sooryehan, OHUI, su:m37, belif), Amorepacific (HERA, Laneige, Sulwhasoo), and Clarins.
As a beauty expert who has been at the heart of K-Beauty’s explosive growth since the 2000s, I have always been deeply fascinated by Korean herbal cosmetics. I wanted to change the perception of herbal cosmetics as being outdated and difficult to understand, and instead, convey their authenticity and efficacy for healthy and beautiful skin to global consumers. This desire led me to launch ‘Baeknyeonyakbang’ and subsequently ‘ONEOHOH'.
What challenges did you face when starting your cosmetics business?
Beyond creating ‘good products,’ the most challenging part was defining the ‘soul’ of the brand. While Korea’s cosmetics manufacturing technology and product quality are already world-class, I believe that K-Beauty must break free from the perception of being simply affordable and instead evolve into a true ‘brand’ with a unique philosophy and story to achieve sustainable growth.
The biggest question I grappled with was, ‘What is the story that only our brand can tell?’ K-Beauty is now at a point where it must prove its value beyond product quality. I wanted to create a brand that consumers could resonate with, a brand that could grow alongside them as a trusted companion.
In the global market, the challenge was to reinterpret Korean sensibilities, ingredients, and heritage in a modern way and communicate them in a language that global consumers could understand and relate to.
Ultimately, what I focused on was creating ‘contextual products.’ These are products that naturally emerge from the brand’s philosophy and worldview, forming a meaningful connection with consumers. Building such a brand requires careful thought about what to say and how to approach product development, which was both the most difficult and the most important task.
What aspect of PLANIT 147's services was most helpful to you?
PLANIT 147 is an exceptional partner with two powerful strengths: ‘close-knit partnerships’ and ‘expertise.’ They operate like an extension of our team, providing invaluable support.
What stood out the most was how they helped me translate my brand’s philosophy and worldview into the language of product development. They didn’t just stop at conceptualizing ideas but collaborated with me to refine the formulations, ingredients, textures, packaging, and product lineup to bring my vision to life. Thanks to their support, my ideas were transformed into ‘contextual products’ that effectively communicate the brand’s story to consumers.
The process of developing cosmetics is not just about ideas; it involves marketability, formula stability, production feasibility, timelines, and quality control. PLANIT 147 guided us through this complex process systematically, helping us balance our brand direction with the realities of product development.
For me, PLANIT 147 is more than just a service provider; they are a partner who translates a brand’s philosophy into tangible products. Their ability to seamlessly integrate my brand’s identity and philosophy into the products was the most valuable aspect of our collaboration.
Could you share any memorable episodes or critical moments during the brand launch process?
In the first three months, we focused on renewing the existing ‘Baeknyeonyakbang’ brand. During this process, we clearly recognized its limitations from a global perspective. Additionally, we encountered issues with securing global trademarks for the brand, which forced us to make a critical decision.
We decided to halt all ongoing work and develop an entirely new brand from scratch, which was not an easy decision. The timeline for sample development was extremely tight, but thanks to the quick and efficient support of the PLANIT 147 team, we were able to move forward swiftly. Without their help, the launch would not have been possible.
What are your key goals for the future growth of your brand?
ONEOHOH is a K-Beauty export-oriented brand designed from the ground up by Better Lab Co., Ltd. with the global market in mind. At launch, we produced 14 product categories simultaneously.
ONEOHOH combines Korea’s traditional skincare philosophy with modern biotechnology and AI-based formula design. By reinterpreting Korea’s skincare philosophy—focused on hydration, barrier care, soothing, and balance—through the lens of modern skin science, we aim to offer skincare values that global consumers can understand and appreciate.
Additionally, ONEOHOH is not centered around a single product but offers a comprehensive skincare routine. With 14 products, including ampoules, serums, creams, cleansers, and sun care, each product is designed with a clear role and sequence in mind. This provides consumers with a structured routine experience and gives distributors and buyers a competitive edge with a ready-to-market brand.
Through AI-based formula design, we meticulously craft each product’s purpose and ingredient combinations. Instead of focusing on individual ingredients, we emphasize ingredient synergy and skin response data to create explainable formulas. This approach aligns with global skincare trends that prioritize ingredient transparency, scientific evidence, and low-irritation formulations.
ONEOHOH aims to set a new standard for K-Beauty by offering premium-quality skincare at accessible K-premium price points, paving the way for new possibilities in the global market.
The story of ONEOHOH shows how K-Beauty blends tradition with modern innovation to build meaningful connections with global consumers. By embedding its philosophy and worldview into its products, ONEOHOH strives to be a trusted companion for consumers, growing alongside them with a shared commitment to healthy and timeless beauty.
We look forward to seeing ONEOHOH continue to highlight the value of K-Beauty on the global stage and become a beloved brand among consumers worldwide.