QUOCH: Built on Consumer Communication and Empathy
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.
My name is Chae-woo Lim, and I am a makeup artist and beauty creator based in South Korea. Throughout my career, I’ve had countless opportunities to communicate directly with consumers while testing a wide range of beauty products.
Whenever I recommended products, my followers shared very specific feedback—pointing out shortcomings and expressing their expectations regarding textures, performance, and functionality. As these comments accumulated over time, I began to feel that many brands were not fully addressing consumers’ real pain points.
This realization pushed me to think more deeply about what consumers genuinely need. Eventually, it motivated me to create products that I could confidently stand behind—products that consumers could trust and use without hesitation. That vision became the foundation of QUOCH.
What were the biggest challenges you faced before launching your brand?
The biggest challenge was the sheer responsibility of managing every aspect of the brand on my own.
From selecting manufacturers and packaging suppliers to defining formulation standards, controlling schedules and budgets, and making design decisions—everything had to move forward simultaneously. There were many moments when I felt overwhelmed and unsure of where to even begin.
As a solo founder, even the smallest decision could directly affect both product quality and the launch timeline. This constant pressure made the entire process extremely stressful and taught me how critical it is to have a well-structured development process and reliable guidance from a trusted partner.
How did you overcome the challenges?
As I moved forward with product development, finding a trustworthy development partner became my top priority. Through recommendations from fellow brand founders, I was introduced to PLANIT 147.
From the very first consultation, I felt reassured knowing that everything—from product planning to production and packaging—was integrated into a single, seamless system. For a solo founder, one of the greatest challenges is managing the sequence and alignment of multiple collaborators. Without a clear structure, this often leads to costly trial and error.
What impressed me most about PLANIT 147 was their ability to organize the entire development process into a cohesive framework. Product planning, formulation testing, packaging sourcing, design, content creation, and production management were all connected in one continuous flow.
Beyond that, during the planning stage, the team went far beyond simply selecting formulations or designs. They worked with me as if they were an internal team—discussing product direction in detail and exchanging thoughtful feedback. This collaborative approach significantly improved the overall quality of the products and allowed me to maintain a stable and predictable launch schedule.
Could you share a memorable moment from the brand launch process?
One moment I will never forget was the stability testing phase. While initial tests showed no issues, unexpected stability problems emerged when we moved into full-scale production. We had to closely examine factors such as texture changes and the risk of formula separation, which required several rounds of adjustments. Right before production, additional stability checkpoints raised concerns, forcing us to make a difficult decision: proceed as scheduled or take extra time to refine the formula. Ultimately, we chose to prioritize quality over speed.
After the launch, receiving consumer feedback such as “The formula feels incredibly fantastic” and “It maintains its quality from start to finish” felt deeply rewarding. It validated every challenge we faced during development. Throughout this process, PLANIT 147’s real-time support and collaborative problem-solving were invaluable in minimizing delays and preventing common early-stage issues.
What are your key goals for the future growth of your brand?
Moving forward, my goal is to develop even more stable and refined products in collaboration with PLANIT 147, while expanding QUOCH’s presence beyond Korea.
From the beginning, I have always considered the global market. Since each country has its own certification systems and regulations, I believe global expansion requires more than simple exporting—it calls for localized formulations, certifications, and distribution strategies.
I hope to continue working with PLANIT 147 to develop products that meet international standards and are optimized for global distribution. By doing so, I believe QUOCH can become a brand that earns long-term trust from consumers worldwide.
Chae-woo Lim’s journey highlights the real challenges faced by a new brand founder, the importance of trusted partnerships, and the value of consumer-centered product development.
Through its collaboration with PLANIT 147, QUOCH has established a solid foundation for sustainable growth—and now looks ahead to new product innovation and global expansion.