DTC Podcast Ep 262: Hero Cosmetics - Ju Rhyu: Reversing the DTC Playbook and the $630MM Hero CPG Needs
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Dec 12, 2022 
Ju Rhyu, the founder and CEO of Hero Cosmetics, shares her groundbreaking journey of turning her brand into a $630 million success story in just five years. She reveals her unconventional strategy of prioritizing Amazon over direct-to-consumer sales, emphasizing profitability and rapid growth. Ju discusses the importance of building a brand with saleability in mind and how her personal story has evolved since her financial milestone. She candidly explores the challenges of branding as a founder and the essence of authenticity in the beauty industry.
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Founder as Brand Risk
- Founder stories add soul and history to a brand but increase risk if the founder becomes the brand itself.
- Ju Rhyu prefers to share her story without being the brand face to ensure longevity and reduce business risk.
Amazon First Launch Strategy
- Hero Cosmetics launched exclusively on Amazon with one SKU to capitalize on existing search demand cheaply and quickly.
- Amazon's large marketplace and simplicity made it the fastest and most cost-effective launch channel for their product.
Category Creator Insight
- Hero Cosmetics created and dominated a new skincare category in the U.S. with hydrocolloid acne patches.
- The brand's success was built on marketing and educating customers on a superior acne treatment alternative.