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. For ATHOME founder and CEO Jeong-ho Yang, skincare should not be limited to dermatology clinics or exclusive aesthetic spas. That belief led him to create THOME, a home aesthetic brand designed to make professional-level skincare more accessible in everyday life. Built around a philosophy of “problem-solving,” ATHOME has grown alongside OLIVE YOUNG and expanded its reach beyond Korea. We spoke with Yang about the thinking behind the brand, its evolution, and the opportunities he sees in global markets. Finding the answer at ‘home’ ATHOME’s story began in 2018 with just a single computer in Yang's home. As he prepared to launch the company, one question guided every decision: “What problem can we solve?” His attention naturally turned to the home, where people spend most of their lives. Yet he saw countless everyday frustrations that had gone largely overlooked. This realization inspired the name “ATHOME” and cemented his resolve to create products that anyone could use easily and conveniently in their own living spaces. The inspiration for beauty devices came from watching his mother. She loved skincare, but professional treatments were simply too expensive to make part of her daily routine. “Seeing that made me realize that beauty is also a matter of accessibility,” Yang recalls. At the time, emerging LED mask technology showed the potential to bring professional skincare into the home. ATHOME introduced a product that maintained core technological benefits while making it affordable for a wider audience. That experience forged a belief that “good technology must reach more people,” a conviction that would later become the foundation for THOME. Lowering the barrier to skincare The turning point that led ATHOME to fully embrace beauty was deeply personal. "The pivotal moment came from my family," Yang shares. "My wife’s skin had become sensitized and damaged after childbirth and childcare, but she didn’t even have the luxury of time to visit a clinic. I realized the exact same struggle I watched my mother go through years ago was repeating itself." While professional skincare is highly effective, it comes with heavy constraints regarding time, cost, and location. For many people, those barriers make consistent skincare feel out of reach. "Professional skincare is highly effective, but the barriers of time, cost, and location are simply too high for most people," Yang explains. "That's when I asked myself: “Why can't we bring that professional clinic experience directly into the home?" That single question sparked the creation of THOME. Blending the words “aesthetic” and “home,” the brand was born from a desire to let anyone enjoy a professional skincare experience in their own living room. Yang defines THOME's core purpose as the “democratization of skincare.” The brand's very first release was a 4-step home skincare routine designed to replicate the exfoliation and soothing treatments found in aesthetic shops. The team broke down each step of the professional treatment and redesigned it for home use without compromising its core benefits. “Many people told us it was too risky or difficult," Yang reflects. "But our guiding compass has always been simple: does this product solve the consumer's problem? Focusing purely on that answer helped us achieve KRW 15 billion in sales in our first year.” The balance of efficacy, safety, and consistency Following the success of its skincare line, THOME introduced its beauty device: ‘THOME The Glow.’ The goal remained the same: allowing anyone to experience professional skincare without constraints. That search naturally led the team to home beauty devices. While searching for safe yet highly effective technology, Yang discovered water-drop ultrasound. “The absolute hardest part of any beauty device is getting people to use it consistently," Yang explains. “If it's powerful but hurts or irritates the skin, it sits on the shelf. If it's safe but does nothing, they lose interest. Meaningful change only happens when efficacy, safety, and daily habits converge.” Water-drop ultrasound achieved this delicate balance. It minimizes stress on the skin while delivering micro-ultrasound energy to help maintain a healthy natural condition. Because it carries a low risk of pain or redness, it can be used every day. "Instead of packing the device with dozens of unnecessary features, we focused strictly on what was essential," Yang notes. "Consumers don't want technology for technology's sake; they want a safe, reliable, and habit-forming experience that actually transforms their skin. We focused entirely on that core essence." Great technology for a wider audience Bringing advanced technology to market also raised an important question: affordability. However, Yang believed that if a great technology was rendered inaccessible due to cost, it would contradict THOME’s mission to democratize skincare. “Developing world-class technology is meaningless if no one can afford it,” says Yang. “That completely contradicts our mission to democratize skincare.” To solve this, THOME created options tailored to consumer lifestyles: a Signature model that maintains efficacy while lowering the price barrier, and a Pro model for those seeking more intensive care. More recently, the brand introduced ‘Twenty-Up,’ a device specifically targeting the skincare concerns of people in their 20s, such as blemishes and skin texture. By lowering the price and designing it to be compact and stylish, THOME ensured that younger consumers could also find a beauty device that fit naturally into their routines. Browse products (Global) Browse products (US) A global stage with OLIVE YOUNG From the beginning, THOME had its sights set on the global market, particularly the United States. "Skin concerns aren't limited to a specific country," Yang notes. "In fact, there are many markets where accessing professional skincare is even harder than in Korea. Because of the heavy constraints on time, cost, and distance abroad, we knew there would be a massive demand for home beauty." The US market quickly validated that belief. Consumers were actively seeking products that delivered both efficacy and safety, and THOME's reasonable pricing generated a response that exceeded expectations. During a recent visit to OLIVE YOUNG's Pasadena store, Yang witnessed that enthusiasm firsthand through a customer interaction that has stayed with him. “I'll never forget meeting a nurse who drove two hours from Palm Springs just for the opening of OLIVE YOUNG Pasadena,” Yang recalls. “She had heard about THOME from a colleague and even waited in line overnight to try our products. Hearing how much she had been looking forward to trying THOME was incredibly meaningful.” “That experience reminded me that we're creating more than skincare. We're developing products that become part of people's daily routines and make a real difference in their lives. Moments like that reinforce why we do what we do.” For THOME's global journey, OLIVE YOUNG serves as much more than a retail channel. “Great products alone aren't enough to build a global brand; you need a touchpoint to meet consumers,” Yang explains. “Just as many K-beauty brands grew through OLIVE YOUNG, it is becoming the trusted platform for experiencing K-beauty globally. In a new market like the US, discovering a new brand through a platform consumers already trust makes all the difference. OLIVE YOUNG is a crucial partner in our global expansion.” It’s never too late for beauty As THOME continues to reach new global customers through OLIVE YOUNG, Yang's message remains grounded in the brand's core values: sincerity and proven technology. “We believe that by consistently using the right technology and products, your skin will undeniably change, and that transformation ultimately leads to a daily routine of caring for yourself,” concludes Yang. In fact, the first sentence of every letter THOME sends to its customers is always the same: “It's never too late for beauty.” Everyone deserves access to effective skincare, and good technology should be within everyone's reach. Staying true to its founding vision, THOME continues to make professional skincare more accessible, empowering more people to discover their own beauty from the comfort of home.