LEPS: Pioneering the Beauty Consumer Journey in the Age of AI
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 company
My name is Hyejin Son, and I run a brand called LEPS. The most distinctive feature of LEPS is that it is a creator-friendly brand. From the planning stage, we considered key elements such as viral potential, visualizing product efficacy, and incorporating creators' content stories, and we reflected these in our products. Rather than relying solely on the efforts and determination of planners, we utilized a global creator infrastructure of over 400,000 creators, built through extensive collaboration with various brands, to develop our brand and products.
In the long term, LEPS aims to go beyond being a simple skincare brand and become a sensory care brand encompassing body care, fragrance, and wellness. Rather than merely solving skin concerns, we aim to enrich and enhance daily routines, making them more enjoyable. This aligns with our creator-friendly approach and establishes strong connections with creators through collaborative structures.
What was the most challenging part of preparing for the cosmetics business?
The most challenging part was the technical aspects of product development. Given our organizational structure, which is heavily focused on marketing and sales personnel, we had strengths in setting brand direction and establishing and executing go-to-market strategies. However, we realized that product design, quality, and regulatory expertise required for product development were beyond our internal capabilities.
In particular, LEPS needed products that were not just functionally focused but also incorporated marketing perspectives that appealed to consumers through creators and their content. Balancing technology and marketing was crucial. Therefore, instead of trying to solve this internally, we decided it would be more efficient to collaborate with external partners with expertise in these areas, which naturally led us to consider working with PLANIT 147.
What aspect of PLANIT 147's services was most helpful to you?
The most helpful aspect was receiving professional judgment and quick feedback during the process of turning our brand's ideas into actual products. While we primarily focused on product ideas that would resonate with general consumers and creators, PLANIT 147 provided rapid responses and advice from experts on whether these ideas were feasible in terms of product structure, formulation, and production processes. This was a great help in setting the direction for development.
Additionally, they went beyond merely providing technical support and proposed new ideas based on their understanding of the brand. By fully understanding the brand's intended concept and its potential applications in the market, they offered insights that broadened our thinking during the product planning stage. This created meaningful opportunities to enhance the competitiveness of our products.
Most importantly, PLANIT 147 leveraged the extensive manufacturing experience of Kolmar Korea to preemptively address aspects of product quality that new brands often overlook. This support was invaluable not only for product development but also for ensuring stable preparation for subsequent production and operations.
Could you share any memorable episodes or critical moments during the brand launch process?
Our product's visual formulation was of utmost importance, but we faced an unexpected issue during the process of using color ingredients. We wanted to use the brand's signature color as part of the product concept, but during stability testing, the color began to change, requiring immediate action.
Fortunately, we quickly adjusted the formulation and conducted stability tests to resolve the issue while maintaining the desired color direction and brand intent. This experience reinforced the importance of controlling the development process to maintain product quality while addressing challenges.
What are your future plans for the brand?
The global market has already recognized K-beauty for its innovation and reliability. LEPS aims to expand and grow beyond the beauty category in this market. Rather than limiting itself to being a skincare brand, LEPS seeks to create new categories as a sensory care brand that enriches daily routines with body care, fragrance, and wellness.
Another critical factor is the future commerce environment. Until now, the flow has centered on discovering products through creator content and transitioning to purchases. However, we believe the market where AI facilitates information exploration and purchasing journeys will grow rapidly. In such an environment, it is crucial to become a brand that does not rely solely on exposure but instead empowers customers to make their own choices and drive purchases by offering clear value and appeal.
Ultimately, LEPS aims to grow into a brand that is naturally chosen by global consumers by connecting K-beauty's technological foundation with content, creators, and the evolving commerce environment.
The importance of creators and the content they produce in the beauty industry cannot be overstated. However, behind the glamorous success stories lie countless efforts and failures that often go unmentioned. Success is not about avoiding failure but about finding the formula to increase the likelihood of success through effort and perseverance.
LEPS has already achieved half of its success by leveraging a creator infrastructure of over 400,000 creators and developing a creator-friendly brand. However, LEPS' true goal does not stop here. By combining AI technology with creator content, LEPS aims to redefine the consumer journey and further expand K-beauty's innovation in the global market.
The new success equation of creators, brands, and content that LEPS is pioneering is not limited to the beauty industry. It represents a significant case of redefining consumer experiences in the AI era. The future that LEPS envisions is one we eagerly anticipate.