We sat down with our CEO & founder, Alicia Yoon, to talk all things AAPI Month.
May is Asian American Pacific Islander (AAPI) Heritage Month. As a proud AAPI-founded and led brand, this celebration is especially close to us. Who better to break down the roots, and continued influence, of Asian culture on Peach & Lily than our very own founder? Come for the origin story in Alicia’s own words, stay for the skincare tips straight from her—and Korea.
Q: Happy AAPI Month! Can you tell us what this month means to you?
A: I couldn’t be more proud to celebrate my heritage, home country, and culture while spotlighting the incredible skincare innovation coming from Asia. South Korea, where I grew up, is a global mecca for skincare innovation and research. My first language is Korean. I dream in Korean. My birth name, Jee Hae, is Korean. It will always be an integral part of who I am, and therefore, who Peach & Lily is. As we celebrate AAPI month, I am reminded of the importance of reflecting on how far Peach & Lily has come, never forgetting its roots.
Q: How did your younger years in Korea influence what would become Peach & Lily?
A: Growing up, I always thought beauty rituals were intriguing. I remember when I was a little girl, I was enthralled with the beauty rituals I saw in Korea’s bathhouses where women would gather and chit chat while applying their skincare. I loved watching my mom and my grandma in their beauty elements. This cultural approach to ritualistic skincare left this powerful image in my mind that it's a personalized and empowering thing. I grew up seeing it as a form of self-care and self-love.
Q: What would you say is the main difference between K-beauty, and the traditional way in which the western world approaches skincare?
A: One of the biggest ways that K-beauty is different is that it’s all about the philosophy. In Korea, people know that you don’t get beautiful skin overnight. It’s something you need to work on over time. So a lot of the products are about a gentle, long-term approach that seeks to improve the skin from the inside out.
Alicia on a visit to Seoul, practicing the Korean “half-bath method:” Sit in a tub up to your belly button and keep arms out of water. Relax for 20 minutes. The cool upper half of the vs. the warm bottom half boosts circulation and energy.
Q: When starting Peach & Lily, what parts of your Korean culture was important to bring into the brand?
A: Growing up, I suffered with severe eczema. It goes without saying, because of my eczema, my skin is also incredibly sensitive. Yet it was impossible to find products with the potent formulas and actives that would deliver all the benefits I craved, that were also suitable for my very sensitive skin. That’s how the powerful yet gentle Peach & Lily product line was born: by combining my Eastern and Western roots. We blended powerful concentrated active ingredients used in the West, such as AHAs and retinoids, with Eastern soothing and nourishing Korean botanicals and brought it altogether with incredible skincare technologies and R&D, so that finally, even the most sensitive skin, like mine, could enjoy them.
Q: How does your Korean heritage continue to influence the Peach & Lily’s product portfolio?
A: When I'm back home in Korea, I'm scouring for the latest innovations and trends. I interview top dermatologists, estheticians, beauty houses, makeup artists, store owners, celebrities, consumers, beauty brands, ingredient supplier and R&D labs to keep my finger on the pulse. I also try to check out new spas, treatments and techniques. What's amazing is that every time I go back, there’s always something new to see!
Q: Do you have a favorite K-beauty ingredient?
A: It’s so hard to choose, but if I had to pick one, perhaps Mugwort. Mugwort is an ingredient that I have a personal connection with. It's so soothing and has provided comfort and relief for my skin through the years. When I was young, my mom would make me mugwort soaks if I had an active eczema flare-up. It's a time-tested and celebrated herb in Korea, often used in medicine, because of its soothing and anti-inflammatory properties and because it's rich in antioxidants. You can find it in our Rescue Party Serum and Cream!
Q: How does Peach & Lily celebrate Asian culture and influence within the beauty industry?
A: Asian skincare innovation is a huge driver in the latest, trends, techniques and ingredients, yet due credit is not always given across the industry. At Peach & Lily, transparency is at our core. We always shine a light on where things come from and provide context on the Asian ingredients and innovations that we use. We also believe in thoughtful representation in our media campaigns and our work with content creators. As a beauty brand, we believe in doing our part to uplift and celebrate, and share these authentic and beautiful multi-dimensional stories.
Q: How do you think the beauty industry could do more to recognize the Asian influence on skincare, besides just this month alone?
A: The beauty industry has the power to give Asian brands, influencers, artists, and models more opportunities to represent the diversity, the achievements, and the unique stories within the AAPI community.
Q: Any closing thoughts?
A: Beauty is really a unifying thing, and I couldn’t be more happy that in blending my two unique cultural experiences, it could bring so many others together on their own skincare journeys.
Alicia embracing her culture and roots in all aspects of life from food, family, and self-care
