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How I Built This with Guy Raz
Hero Cosmetics: Ju Rhyu and Dwight Lee
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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Quick takeaways
- Ju Rhyu's inspiration for Hero Cosmetics stemmed from her experiences with hydrocolloid bandages in Korea, leading her to innovate for the U.S. market.
- The success of Mighty Patch was fueled by effective online sales strategies and the strategic use of social media marketing to engage young consumers.
Deep dives
The Journey to Launching Hero Cosmetics
Ju Roo, born in Korea and raised in Seattle, was inspired by her experiences with hydrocolloid bandages common in Korea, which were used for treating acne. After years in corporate roles, including working at Samsung and Kraft, she got the courage to venture into entrepreneurship, eventually teaming up with Dwight and Andy Lee to establish Hero Cosmetics in 2017 with a modest investment of $50,000. Their focus was on creating Mighty Patch, a product aimed at healing acne effectively by utilizing existing technology creatively. By recognizing a gap in the U.S. market for effective acne patches, which were popular in Korea, they aimed to tap into the growing beauty market quickly and innovatively.
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