Masters of Scale How this first-time founder landed a $630 million exit
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May 8, 2025 
Ju Rhyu, co-founder of Hero Cosmetics, shares her journey from a corporate job in South Korea to launching her skincare line known for its popular acne patches. She discusses the moment she recognized a gap in the U.S. market for hydrocolloid pimple patches and how her immigrant background and father's entrepreneurial spirit influenced her. Rhyu also reflects on overcoming self-doubt, the significance of collaboration, and the emotional challenges of achieving a $630 million exit, emphasizing innovation and timing in her success.
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Korean Acne Patch Discovery
- Ju Rhyu discovered hydrocolloid acne patches widely used in Korea but unavailable in the U.S. This inspired her to build a new skincare brand around them.
- She used the patch herself and was amazed by its effectiveness, sparking her entrepreneurial idea.
Founding Hero Cosmetics Together
- Ju initially tried to launch her product alone but chickened out at the first major ordering step.
- She shelved the idea until she found co-founders who brought complementary skills, restarting the venture in 2017.
Set Clear Success Metrics
- Define clear success and failure metrics before your product launch to measure progress effectively.
- Set realistic goals like profitability and specific revenue targets to guide decision making early on.