How I Built This with Guy Raz Hero Cosmetics: Ju Rhyu and Dwight Lee
33 snips
Dec 30, 2024 
Ju Rhyu, co-founder of Hero Cosmetics, created the Mighty Patch acne treatment, inspired by similar products from her time in Korea. Alongside Dwight Lee, she shares how they identified a unique market opportunity and successfully launched their product on Amazon. Their journey highlights cultural contrasts in business, innovative marketing strategies like a college ambassador program, and how social media propelled their brand's growth. They reflect on the blend of hard work and timing that led them to a $630 million acquisition in just five years.
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Parental Discouragement
- Ju Rhyu's father, a log broker, discouraged her from pursuing medicine.
- He believed there were easier paths to financial success.
Discovering Pimple Patches
- While working in Korea, Ju Rhyu noticed people using pimple patches.
- Intrigued, she tried them, was impressed, and saw a U.S. market opportunity.
First Launch Attempt
- Ju Rhyu initially tried launching the patches solo but hesitated due to the financial risk.
- She had even designed packaging and contacted manufacturers.
