Korea-side advisory • founder-led expertise
Meet the Founder: Lauren Lee
STYLE STORY exists because most people trying to “do K-Beauty” are forced to piece together advice from TikTok, forums, brand marketing and outdated assumptions. My job is to make it clear, commercial and actionable, whether you’re a consumer, industry professional, retailer, brand or investor.
15 years in Korea’s beauty ecosystem Brand founder + operator Cross-border legal & commercial background Practical, realistic advice built for decision-making
Founder • Korea-side advisor
I help people and businesses engage with Korea's beauty ecosystem in a way that’s grounded in how the industry actually works.
Why people work with me
Korean beauty moves fast and most advice is either trend-driven or generic, created by people who neither speak Korean nor have lived experience in the industry. My consultancy is designed for people who need the facts based on data, analysis and first hand experience. I help you decide what matters, what doesn’t, what to do next and what risks to avoid.
You get a roadmap
- Clear priorities and sequence
- Support grounded in the reality of the K-Beauty industry
- Practical next steps you can execute immediately
Operator-led
I’ve spent 15 years building inside Korea’s beauty ecosystem, including a manufacturing and consultancy business. That means I understand the trade-offs between what’s ideal and what’s actually feasible.
You get risk awareness
I started in corporate law as a litigator (working in Seoul & Brisbane) and later became registered in Korea as a Foreign Legal Consultant (외국법자문사). That lens shows up in my work: fewer assumptions, fewer “surprises” and clearer boundaries around claims, compliance, and commercial terms.
My track record
STYLE STORY
Founded in 2014, we were Australia’s first dedicated online Korean beauty platform. I built my business to translate what’s happening in Korea for a global audience, without the hype.
Jelly Ko
Launched in 2020, our K-Beauty products are formulated by Korean chemists for our community with dull, dry, dehydrated, peri and menopausal skin. We build for consistency and results over hype and trends. As of 2026, we have 4 x Best of Beauty awards under our belts and are stocked across the US, Australia and the Middle East.
Media & education
I am the host of the #1 globally rated K-Beauty podcast, The Korean Beauty Show, where I cover the latest trends, news and insights from Korea. I also spent years as the regular K-Beauty expert on TBS eFM 101.3 in Seoul.
Work with Me
If you want to engage with Korea's beauty ecosystem in a way that’s commercially realistic and not driven by hype, our consultancy is the fastest way to get clarity.