My Story
How did I come up with the idea of creating this brand, and what personal experience inspired me?
When I decided to create Seoul Grace, it wasn’t a business idea that came first; it was a feeling I’d carried since childhood. I’ve always believed that taking care of yourself and helping others do the same is a quiet form of kindness. Seoul Grace is the grown-up version of those early moments spent giving women a break from their day: a brand created by someone who still believes a good routine can help a woman feel seen, calm, and beautiful in her own skin.
What is my approach to skincare? Which products have you looked for, and for what concerns?
Looking back, I realize my problem was never a lack of products but a lack of understanding. I was searching for a miracle in a jar to soften the visible signs of aging, when my skin really needed consistency: thorough cleansing, layered hydration, and daily sun protection. Living in Dubai, where sun, heat, and air conditioning constantly stress the skin, made that even clearer.
What makes me qualified to create this brand?
I do not claim legitimacy from a laboratory or a title. I claim it as a woman who cares about what goes onto her skin, where it comes from, who makes it, and whether she is being told the truth. I care about transparency, health, respect for the environment, and the freedom to age on our own terms instead of simply accepting it. I read labels, ask questions, and test these products with friends I trust. Seoul Grace is built on a simple promise: to offer only what I would be proud to use myself and recommend to the women I love, while being honest about what a product can and cannot do.
Why choose Korea rather than France or another country?
I admire France's and Switzerland's beauty heritage. But what drew me to Korea was its mindset: treating skincare as a daily ritual, not a rescue mission, with careful attention to cleansing, hydration, and sun protection. It’s an industry that experiments, listens to its customers, and refines its formulations at remarkable speed. Korea doesn’t promise a miracle; it offers a method.
How does this relate to women in the Gulf?
Women in the Gulf face the same stressors Korean skincare is designed to address: intense heat and UV exposure, humidity, frequent shifts between outdoor heat and strong air conditioning, and airborne dust. Korean routines based on gentle cleansing, layered hydration, and daily sun protection suit these needs well. As a woman who calls Dubai home, I wanted to bring these routines to women here with the care and respect they deserve.
Why Seoul Grace rather than a shop?
Because I want to reach as many women as possible, as easily as I can. A boutique serves only those who happen to walk by; Seoul Grace is open to everyone across the UAE, at any hour, without a trip through traffic or a shopping mall. Being online also lets me do what a counter never could: explain each product, how it fits into your routine, and why I chose it in words you can revisit whenever you need. Skincare is a daily practice, not a one-time purchase, and I want Seoul Grace to be there for every step, wherever you are.
What I check when choosing a brand
Choosing a brand is a responsibility I take seriously. I start with the formulas: I want complete, easy-to-read ingredient lists and thoughtful, skin-friendly choices, nothing I’d hesitate to put on my own face. I look for recognized certifications and regulatory compliance, such as ISO 22716 for good manufacturing practice in cosmetics, because they show that a brand is willing to be held accountable. I need tangible proof: demonstrable results, not promises of miracles. I also pay attention to a company's values: transparency, honesty, respect for people and the customs of the region where I live, and a willingness to answer every question I ask.