Why CHUNGMIJUNG chooses to take the long way

impact behind the brand

Why CHUNGMIJUNG chooses to take the long way

2026.10.28

10min

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Founded in 2008, CHUNGMIJUNG has built its haircare and cleansing products around naturally derived ingredients, organic raw materials, and kelp, prioritizing substance over speed. Its signature shampoo asks users to wait one minute, reflecting the brand’s long-term commitment to scalp care, customer trust, and growth with OLIVE YOUNG in Korea and beyond.

A man in glasses and a white shirt stands beside skincare and haircare products. — 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.

Large black lettering reads CHUNGMIJUNG on a white background.

One minute. That’s all CHUNGMIJUNG asks its customers to wait while shampooing. In a world where everything moves faster, even waiting one minute can feel like a lot. We’re used to getting what we want almost instantly, yet CHUNGMIJUNG asks consumers to slow down. After working the shampoo into a lather, users are encouraged to leave it on the scalp for one minute before rinsing.

The reason is simple: CHUNGMIJUNG believes that minute is an important part of caring for the scalp.

Founded in 2008 as a small workshop, CHUNGMIJUNG has spent the past 18 years choosing principles over trends and substance over speed. Its commitment to naturally derived ingredients, organic raw materials, and kelp has remained at the heart of the brand, even when doing things the right way takes more time and costs more.

So why has CHUNGMIJUNG stayed committed to these principles for nearly two decades? We sat down with Executive Leader Management Lead Jung Su Eom to learn more about the values the brand has taken the time to protect.

Three pump bottles of cleansing oil, hair treatment, and shampoo sit on a wooden table.

Believing in the power of nature

CHUNGMIJUNG did not begin with an ambitious plan to build a large beauty brand. It started with a series of personal questions.

“With sensitive skin myself, I always wondered, ‘Are natural cosmetics really better for the skin?’ and ‘What makes organic cosmetics different?’ I wanted to find the answers for myself, so I started the brand almost like a small workshop.”

The path was not always easy. Using high concentrations of organic ingredients meant higher production costs and a different sensorial experience from conventional cosmetics. The brand often heard that its products were too expensive or unfamiliar to consumers.

Rather than compromising, CHUNGMIJUNG focused on finding ways to overcome those challenges.

Even the brand’s name reflects this philosophy. CHUNGMIJUNG combines three Korean characters representing clear, beautiful, and clean—a name that embodies its commitment to creating cosmetics that are clear, beautiful, and clean.

“At the end of the day, people are also part of nature,” Eom says. “If that’s the case, I thought ingredients that come from nature would naturally be the best fit for people.”

That belief has remained unchanged since the brand’s beginnings nearly two decades ago.

So, why kelp?

For CHUNGMIJUNG, few ingredients represent that philosophy better than kelp. Eom has always had a deep connection to the sea, having spent much of his childhood visiting the coast around Yeongdeok and Pohang, where he would catch abalone and sea snails.

“One day, I suddenly thought, ‘No one sprays pesticides into the ocean,’” he recalls with a laugh. For Eom, the ocean represented a form of nature untouched by the agricultural chemicals associated with conventional farming. Kelp, in particular, offered a way to capture that value in a beauty ingredient.

But CHUNGMIJUNG does more than simply add kelp to its formulas. The brand ferments and extracts the ingredient through a process that takes considerable time and adds to production costs. “If we want to properly capture the value of kelp, we can’t give up on that process,” Eom says.

That commitment to taking the time to do things properly also shaped CHUNGMIJUNG’s decision to enter haircare before skincare. The company had already built expertise in cleansing products through its experience developing household detergents, making haircare a natural starting point.

“We believed that reducing the burden on the scalp was more important than simply creating a shampoo with strong cleansing power,” Eom explains. “Rather than making hair look better temporarily, we wanted to focus on the health of the scalp itself. That was where we believed we could make the greatest difference.”

The one-minute wait

That philosophy is perhaps best reflected in CHUNGMIJUNG’s signature kelp shampoo and its unusual one-minute recommendation.

In a world of instant gratification, the product asks consumers to slow down. After creating a lather, users are encouraged to leave the shampoo on their scalp for approximately one minute before rinsing.

The extra time allows ingredients derived from kelp to help soothe the scalp, while giving the shampoo’s gentle cleansing agents time to work effectively.

At first, consumers questioned the idea. “People would ask, ‘How am I supposed to wait a whole minute while shampooing?’” Eom recalls.

Over time, however, the brand began hearing a different response: “Now I understand why you told me to wait.” For Eom, those customers represent the kind of relationship CHUNGMIJUNG hopes to build.

“The fact that more people recognize the value over time, rather than simply using a product quickly and moving on, gives us the greatest strength.”

A man in glasses holds a skincare product box beside two matching boxes on a table.

Browse products (Global) Browse products (US)

A brand willing to take the long way

After 18 years, what has remained most important to CHUNGMIJUNG? “Not betraying our customers.”

Eom acknowledges that changing ingredients could lower production costs and make marketing easier. But doing so would mean compromising the identity the brand has built.

“We don’t want to be a brand that sells one product and moves on. We want to become a brand that people use for a long time.” That means accepting a slower path when necessary.

“Even if it takes a little longer or requires taking the longer route, I want us to be remembered as a brand that keeps the standards we promised at the beginning.”

Joining OLIVE YOUNG was an important turning point for CHUNGMIJUNG. The brand initially had concerns about whether its cost structure and approach would translate to the retail environment. But OLIVE YOUNG’s merchandising team saw potential in the brand and encouraged it to take the next step.

“Honestly, we had a lot of concerns,” Eom says. “But the merchandisers at OLIVE YOUNG believed in us so much. They told us that CHUNGMIJUNG was a brand that OLIVE YOUNG needed, and they even reached out to us first. They spoke about us with even more confidence than we had ourselves.”

The experience also prompted CHUNGMIJUNG to take another look at its own strengths. The company became more focused on what it does best: haircare and cleansing.

The partnership also brought a new generation of consumers to the brand. While CHUNGMIJUNG had traditionally been popular among consumers in their 40s and 50s, it began reaching more consumers in their 20s and 30s through OLIVE YOUNG.

For the brand, the partnership’s impact went beyond customers.“What impressed me most was seeing how much the team wanted to grow the brand. When our employees came back from meetings with OLIVE YOUNG, even their eyes looked different. We were truly grateful for that.”

There’s still more ahead

Nearly two decades after launching CHUNGMIJUNG, Eom could understandably feel that the brand has accomplished enough. But for him, there is still more to discover, create, and build.

“It’s been almost 20 years since we launched. This might be a time when we could be satisfied with what we’ve achieved. But it would be no fun to stop here.”

For years, Eom has wanted to take CHUNGMIJUNG to the U.S. market. He believes that products with genuine value can resonate with consumers far beyond Korea. That is also why the brand has been preparing for global expansion alongside OLIVE YOUNG.

Looking ahead, CHUNGMIJUNG does not plan to reinvent itself simply to follow the latest trends. Instead, it intends to go deeper into the areas it knows best—haircare and cleansing—while introducing more consumers around the world to the value of naturally derived ingredients.

“Our goal is to keep the promise we made to our customers from the very beginning. Even after 20 years, that commitment will remain the same.”

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. One minute. That’s all CHUNGMIJUNG asks its customers to wait while shampooing. In a world where everything moves faster, even waiting one minute can feel like a lot. We’re used to getting what we want almost instantly, yet CHUNGMIJUNG asks consumers to slow down. After working the shampoo into a lather, users are encouraged to leave it on the scalp for one minute before rinsing. The reason is simple: CHUNGMIJUNG believes that minute is an important part of caring for the scalp. Founded in 2008 as a small workshop, CHUNGMIJUNG has spent the past 18 years choosing principles over trends and substance over speed. Its commitment to naturally derived ingredients, organic raw materials, and kelp has remained at the heart of the brand, even when doing things the right way takes more time and costs more. So why has CHUNGMIJUNG stayed committed to these principles for nearly two decades? We sat down with Executive Leader Management Lead Jung Su Eom to learn more about the values the brand has taken the time to protect. Believing in the power of nature CHUNGMIJUNG did not begin with an ambitious plan to build a large beauty brand. It started with a series of personal questions. “With sensitive skin myself, I always wondered, ‘Are natural cosmetics really better for the skin?’ and ‘What makes organic cosmetics different?’ I wanted to find the answers for myself, so I started the brand almost like a small workshop.” The path was not always easy. Using high concentrations of organic ingredients meant higher production costs and a different sensorial experience from conventional cosmetics. The brand often heard that its products were too expensive or unfamiliar to consumers. Rather than compromising, CHUNGMIJUNG focused on finding ways to overcome those challenges. Even the brand’s name reflects this philosophy. CHUNGMIJUNG combines three Korean characters representing clear, beautiful, and clean—a name that embodies its commitment to creating cosmetics that are clear, beautiful, and clean. “At the end of the day, people are also part of nature,” Eom says. “If that’s the case, I thought ingredients that come from nature would naturally be the best fit for people.” That belief has remained unchanged since the brand’s beginnings nearly two decades ago. So, why kelp? For CHUNGMIJUNG, few ingredients represent that philosophy better than kelp. Eom has always had a deep connection to the sea, having spent much of his childhood visiting the coast around Yeongdeok and Pohang, where he would catch abalone and sea snails. “One day, I suddenly thought, ‘No one sprays pesticides into the ocean,’” he recalls with a laugh. For Eom, the ocean represented a form of nature untouched by the agricultural chemicals associated with conventional farming. Kelp, in particular, offered a way to capture that value in a beauty ingredient. But CHUNGMIJUNG does more than simply add kelp to its formulas. The brand ferments and extracts the ingredient through a process that takes considerable time and adds to production costs. “If we want to properly capture the value of kelp, we can’t give up on that process,” Eom says. That commitment to taking the time to do things properly also shaped CHUNGMIJUNG’s decision to enter haircare before skincare. The company had already built expertise in cleansing products through its experience developing household detergents, making haircare a natural starting point. “We believed that reducing the burden on the scalp was more important than simply creating a shampoo with strong cleansing power,” Eom explains. “Rather than making hair look better temporarily, we wanted to focus on the health of the scalp itself. That was where we believed we could make the greatest difference.” The one-minute wait That philosophy is perhaps best reflected in CHUNGMIJUNG’s signature kelp shampoo and its unusual one-minute recommendation. In a world of instant gratification, the product asks consumers to slow down. After creating a lather, users are encouraged to leave the shampoo on their scalp for approximately one minute before rinsing. The extra time allows ingredients derived from kelp to help soothe the scalp, while giving the shampoo’s gentle cleansing agents time to work effectively. At first, consumers questioned the idea. “People would ask, ‘How am I supposed to wait a whole minute while shampooing?’” Eom recalls. Over time, however, the brand began hearing a different response: “Now I understand why you told me to wait.” For Eom, those customers represent the kind of relationship CHUNGMIJUNG hopes to build. “The fact that more people recognize the value over time, rather than simply using a product quickly and moving on, gives us the greatest strength.” Browse products (Global) Browse products (US) A brand willing to take the long way After 18 years, what has remained most important to CHUNGMIJUNG? “Not betraying our customers.” Eom acknowledges that changing ingredients could lower production costs and make marketing easier. But doing so would mean compromising the identity the brand has built. “We don’t want to be a brand that sells one product and moves on. We want to become a brand that people use for a long time.” That means accepting a slower path when necessary. “Even if it takes a little longer or requires taking the longer route, I want us to be remembered as a brand that keeps the standards we promised at the beginning.” Joining OLIVE YOUNG was an important turning point for CHUNGMIJUNG. The brand initially had concerns about whether its cost structure and approach would translate to the retail environment. But OLIVE YOUNG’s merchandising team saw potential in the brand and encouraged it to take the next step. “Honestly, we had a lot of concerns,” Eom says. “But the merchandisers at OLIVE YOUNG believed in us so much. They told us that CHUNGMIJUNG was a brand that OLIVE YOUNG needed, and they even reached out to us first. They spoke about us with even more confidence than we had ourselves.” The experience also prompted CHUNGMIJUNG to take another look at its own strengths. The company became more focused on what it does best: haircare and cleansing. The partnership also brought a new generation of consumers to the brand. While CHUNGMIJUNG had traditionally been popular among consumers in their 40s and 50s, it began reaching more consumers in their 20s and 30s through OLIVE YOUNG. For the brand, the partnership’s impact went beyond customers.“What impressed me most was seeing how much the team wanted to grow the brand. When our employees came back from meetings with OLIVE YOUNG, even their eyes looked different. We were truly grateful for that.” There’s still more ahead Nearly two decades after launching CHUNGMIJUNG, Eom could understandably feel that the brand has accomplished enough. But for him, there is still more to discover, create, and build. “It’s been almost 20 years since we launched. This might be a time when we could be satisfied with what we’ve achieved. But it would be no fun to stop here.” For years, Eom has wanted to take CHUNGMIJUNG to the U.S. market. He believes that products with genuine value can resonate with consumers far beyond Korea. That is also why the brand has been preparing for global expansion alongside OLIVE YOUNG. Looking ahead, CHUNGMIJUNG does not plan to reinvent itself simply to follow the latest trends. Instead, it intends to go deeper into the areas it knows best—haircare and cleansing—while introducing more consumers around the world to the value of naturally derived ingredients. “Our goal is to keep the promise we made to our customers from the very beginning. Even after 20 years, that commitment will remain the same.”