K-beauty Trailblazer Olive Kim Educates Us On Pivoting to Wellness, Inner Beauty, and Bridging the East and West
When you think of Korean cosmetics (best known as K-beauty), what comes to mind? The viral overlip makeup, PDRN creams, and spicule skincare have taken over the market. If you tune out the buzz, the current trends serve as examples of the legacy of Korean cosmetic exportation. The country’s bali bali (quickly quickly) culture launched their products light years ahead of their competitors, resulting in it being a part of the Korean phenomena — the Hallyu wave.
According to the global data and business intelligence website Statista, the volume of beauty, make-up, and skin care preparations exported from South Korea grew 260% from 2014 to 2023. These soaring numbers wouldn’t have been possible without the hard work of the leaders of Korean cosmetics.
To celebrate Asian American Heritage Month, we spoke to a K-beauty veteran, Olive Kim. The Korean business woman has been a key player in bringing Korean cosmetics to the West. Now, she has two new ventures to show us, and it’s not a cushion foundation or sheet mask. As it’s AAPI month, Kim shared, “Being able to introduce innovation, values, and traditions behind Korean beauty and wellness to a global audience is something I’m deeply proud of. It’s a way to connect people, celebrate our culture, and show how it can positively impact lives beyond borders.”
Ahead, team EnVi chatted with Olive Kim over email about pivoting to the Wellness industry, inner beauty, and bridging the East and West.
Meet K-Beauty Trailblazer Olive Kim
The now brand founder was born in South Korea but moved to the United States as an infant. Her passion for Korean cosmetics grew strong years before the K-beauty wave in the West. In fact, her love for Korean cosmetics started from birth.The Peninsula’s distance didn’t stop Kim’s family from instilling Korean culture — which included Korean beauty traditions. The whimsical packaging and innovative formulas kickstarted a lifelong obsession and later career for Kim. “There was something special about unboxing and using them [Korean cosmetics] —it felt like an experience, not just a routine,” recalled Kim.
The brand founder’s parents worked in cosmetic manufacturing, so she spent her childhood in warehouses filled with brushes, facial powders, and creams. Kim’s interest in Korean cosmetics and exposure to the beauty industry allowed her to think deeper on why she was so fond of Korean cosmetics versus their Western counterparts. From a young age, she noticed Korean cosmetics brands featured innovative ingredients and price points not found in the West. Kim felt there was a gap in the market, but that didn’t mean it had to be permanent.
Bridging The East & The West
From 2013, she served as the co-founder and CEO of the cosmetics brand The Crème Shop. Kim pioneered the concept of Korean-inspired makeup and skincare products made for a Western audience. In Kim’s words, her brand was “K-beauty before K-beauty became a trend.” With their global influence, the company quickly found itself a spot in national retailers including Ulta beauty, CVS, and Urban Outfitters.
She fondly remembered when she knew the company made it big. “A definite moment was when my family and friends started reaching out to me asking, ‘Is this your brand?’ It was a clear sign that our reach was growing. Knowing that our products were available within a one-mile radius across major cities in North America was also a huge turning point,” said Kim.
The key to The Crème Shop’s success? Kim shared, “My mission was to bridge the gap between innovation and inclusivity, making K-Beauty accessible for a global audience.” The beauty brand disrupted the market with high-quality formulas, whimsical packaging, and competitive pricing. Their stand out collections include their collaborations with BT21, Miffy, and Hello Kitty 50th Anniversary.
The Pivot To Wellness
After ten years, Kim stepped away from cosmetics and pivoted to the wellness industry. She opted for the change because of her desire to formulate ingestible collagen supplements. In 2024, the brand founder became dedicated to finding the perfect collagen supplement and discovered the collagen candy boom in Asia. Kim recounted, “I was noticing a growing trend in Korea and Japan — women in their 20s to 50s were consuming collagen-infused candy. Intrigued, I ordered every brand I could find, testing them all.” Import regulations, efficacy, and taste revealed themselves to be the main pain points for Kim. She slowly realized she may have to solve the problem herself.
However, the business woman also developed over 20,000 products for her previous brand, so she knew collagen formulations required nuance. “I was shocked to learn that the skin only absorbs about 1% of collagen due to its large molecular structure. The most effective way to replenish collagen is through consumption (or injections, but that’s a topic for another day),” shared Kim.
Kim launched Clöud Café and Collagelée to ease the stress of daily collagen consumption in 2024. Clöud Café specializes in hydrolyzed collagen coffees and teas made for on-the-go convenience. Packaged in sachets, the products come in flavors such as Churro Latte, Matcha Latte, and Cold Brew. Made in South Korea, the powdered drinks mix into water for the perfect caffeine and beauty boost. Alongside Marine Collagen, Lion’s Mane and Vitamin E are featured in the formula to boost energy, cognition, and skin health.
Collagelée sells Marine Collagen-infused fruit gummies that deliver 2,000–3,000mg of collagen per bag. Currently, the candy comes in two flavors: Strawberry and Shine Muscat Grape. Featured ingredients — Marine Collagen, Vitamin C, and Hyaluronic Acid — enrich skin, hair, and nails. Each pack of gummies serves as an easy sweet treat but with a high dose of beauty benefits.
Developing Clöud Café and Collagelée
Kim debuted both wellness brands in the same year. She knew she wanted to take the highlights of the Asian wellness industry but modify them for the Western market. She decided to manufacture her products in South Korea because of the country’s focus on inner beauty.
Kim also decided on the country because of the pertinence of South Korean hydrolyzed coffee (also known as instant coffee). Introduced in 1976, instant coffee became an after dinner staple for Koreans. Its sweet, creamy taste and easy packaging made the style of coffee rapidly grow in popularity. Thus, South Korea reigns as one of the largest producers of hydrolyzed coffee still to this day.
Kim remembered the Korean manufacturer’s quick but welcoming response to her new innovation. “When I first approached Korean manufacturers with my vision of collagen-infused coffee, tea, and latte mixes — enhanced with ingredients like Chaga, L-Theanine, and multivitamins — they were initially surprised, as this concept had not been explored before. However, rather than hesitating, they embraced the challenge with enthusiasm,” she said
After hundreds of gummies and beverage samples, Kim and her team landed on the exact flavor and nutrition profile. She shared some of the hurdles saying, “The biggest challenges were developing flavors that were not necessarily available or popular in Korea but would be great for U.S. consumers, and educating the market on ingestible beauty.” As always, Kim tried to meet both consumer markets where it mattered. Nevertheless, the brand founder credited South Korea’s innovative approach, speed, and adaptability as key points to her companies’ conception.
The Future of Wellness
As the Hallyu wave still remains strong, the Western beauty market will be subject to its influence for a little while longer. Consumers have already grown familiar with sheet masks and ten-step skincare routines. But, Kim believes Korea’s inner health obsession will be the next trend to be revealed. “As the market matures, I think we’ll start to see more affordable, well-designed products that prioritize taste, functionality, and innovation — similar to what we’ve seen in K-beauty,” she said. However, we must recognize the high cost of manufacturing goods in the West. The lack of accessibility often dwindles Western companies budgets, resulting in less engaging products.
The brand founder also believes Korean beauty trends will be pivoting in 2025. Kim predicts Korean trends will focus on lightweight layers. She also forecasted advanced treatments won’t just focus on skin but will expand to the hair and body.
With that being said, how are Kim’s wellness companies going to stay ahead of the curve? Both of her brands plan to expand their flavor offerings. Influenced by South Korea’s zero-sugar craze, Kim hopes to incorporate more alternative sweeteners into her products. Lastly, Kim shared, “We’re also planning a pop-up coffee shop this summer in LA where people can taste and experience the brand firsthand. Follow us for updates — we’d love to see you there!”
Shop Olive Kim’s Wellness Favorites
Advice for Future Business Owners
After leading many brands, Kim shared advice for future business owners — especially those pivoting to wellness. She expounded, “When creating content or products, think about how you can contribute positivity to this environment. What are you offering that sets you apart from others? How does your work bring meaningful benefits to your audience and improve their lives?”
The wellness industry is on the rise, so brand founders need to be in touch with the communities they’re serving. The scene is constantly evolving and creating more space for innovative solutions to wellness concerns. Most importantly, brand founders have the opportunity to create actual change in consumers’ health journeys. The time is now to serve the communities closest to you.
No matter the industry, one can learn a lot from business woman Olive Kim. Her career exemplifies taking your passion and sharing it with others. But, her legacy didn’t come into fruition without hard work. The veteran’s next step starts now, so make sure to keep an eye out for Clöud Café and Collagelée. Whenever you fall into a slump, take a page from Kim’s rule book — outer beauty starts with inner beauty.
Keep up with Olive Kim on Instagram. In addition, don’t miss out on updates from Clöud Café (website and Instagram) and Collagelée (website and Instagram)!
Want more global beauty news? Check out Heart Evangelista’s favorite beauty products here!
