Behind every K-beauty and K-wellness brand is a story of where it began, what it stands for, and the people who believed in an idea and saw it through. 'behind the brand,' an original series by 'Editorial by OLIVE YOUNG,' takes a closer look at the stories behind brands that have grown alongside OLIVE YOUNG and are now reaching customers around the world. From the idea that sparked a brand to the vision behind its products, the series explores the founders’ perspectives, challenges, and innovations that shaped each brand along the way. Behind every successful K-beauty brand is a clear philosophy. For MEDIHEAL CEO Kim Soon-won, that philosophy can be summed up in a single word: trust. Over the years, MEDIHEAL has grown from a sheet mask specialist into one of Korea's best-known skincare brands, expanding into categories such as toner pads, eye patches, and sun care. Through it all, Kim believes the company's success has been built not only on innovation, but on consistently delivering products that consumers can rely on. We met Kim during the opening of OLIVE YOUNG's first U.S. store in Pasadena, California, where she reflected on MEDIHEAL's journey, the importance of listening to consumers, and the opportunities ahead for K-beauty on the global stage. The masterclass in brand loyalty Before joining MEDIHEAL, Kim built her career across a range of consumer-facing industries, including design, branding, distribution, and retail. Those experiences shaped the way she thinks about products and consumer relationships today. "Throughout my career, I’ve been guided by one question," Kim says. "How does a great brand become a meaningful part of people's everyday lives?" For MEDIHEAL, the answer lies in balancing clinical, science-backed efficacy with a sense of approachable comfort. For Kim, skincare isn't merely a clinical routine to fix a flaw; it's a ritual designed to give people their confidence back. That philosophy is exactly why the brand has managed to cultivate a global community that transcends borders. From sheet masks to global skincare "The real superpower of K-beauty is its ability to innovate at lightning speed without ever losing its accessibility," Kim notes. MEDIHEAL essentially wrote the playbook on this balance. Their iconic sheet masks democratized high-performance skincare, offering an instant glow at an approachable price point. It allowed consumers to experiment without the high-stakes investment. And once people saw the results, the loyalty stuck. "I truly believe trust is a brand’s most valuable currency," Kim says. She points out that while the broader beauty market is notorious for its fickle, trend-hopping nature, MEDIHEAL’s flagship products have remained a constant on bathroom counters for years. That rock-solid foundation is precisely what allowed the brand to naturally expand into high-growth categories like their award-winning toner pads and targeted eye care. Browse products (Global) Browse products (US) Sweat the small stuff (the internet is watching) If you’ve scrolled through skincare TikTok or browsed a beauty forum recently, you’ve likely seen MEDIHEAL’s toner pads. They have quietly become a global phenomenon, tracking massive momentum from Seoul to New York and across Southeast Asia. Kim credits this cult status to the brand’s obsession with consumer feedback. They don't just look at clinical data; they look at user experience. Case in point: when consumers mentioned that separating individual, product-soaked pads was a bit clumsy, MEDIHEAL immediately redesigned the packaging to include a dedicated, seamless picker. "It might seem like a minor aesthetic tweak," Kim says, "but those tiny, thoughtful adjustments are exactly what elevates a routine from a chore to a luxury." The brand regularly synthesizes global consumer reviews to refine existing formulas and guide future labs. Right now, Kim has her sights set on the next frontiers: hyper-targeted under-eye care and next-generation sun care. "Lifestyles are becoming incredibly diverse, which means skincare needs are becoming deeply personalized," she observes. "The brands that genuinely solve those hyper-specific, everyday friction points are the ones that will own the future." K-beauty as a lifestyle movement MEDIHEAL’s trajectory has long been intertwined with OLIVE YOUNG. To Kim, the retailer is far more than a stockist; it’s a dynamic incubator and a real-time data mirror reflecting exactly how consumer behavior is shifting. That synergy felt particularly electric during her visit to OLIVE YOUNG's inaugural U.S. location in Pasadena. What struck Kim most wasn't just the foot traffic, but the sheer diversity of the crowd filling the aisles. "In the past, K-beauty was often driven by a highly specific, inside-baseball community of skincare devotees," Kim reflects. "Today, it’s beautiful to see a completely mainstream, global audience effortlessly weaving these products into their everyday lifestyle routines." The Pasadena flagship represents a major shift: K-beauty is no longer a sub-genre. It has evolved into a comprehensive lifestyle movement that seamlessly intersects with wellness, self-care, and lifestyle aesthetics—evident in how shoppers freely explore everything from advanced skincare to curated lifestyle goods all in one fluid, discovery-driven space. The next chapter As MEDIHEAL continues its global expansion, Kim is keeping her focus anchored to the same principle that started it all. The brand’s overarching ethos, "Our Solution For All," isn't just a marketing slogan; it's a mission statement to keep effective skincare accessible. Ultimately, Kim doesn't measure success by aggressive ad campaigns or fleeting viral spikes. "If a consumer thinks of MEDIHEAL the moment they have a skincare concern, and they truly trust us to solve it elegantly, that is our ultimate win," she says. For a brand built on a trifecta of science, innovation, and radical accessibility, trust remains the ultimate status symbol.