Meet Our Founder: Lauren Lee

One of the most recognised authorities on Korean Beauty in the Asia-Pacific

From Courtrooms to Cosmetics

Lauren Lee didn’t start her career in beauty — she began in corporate law, working as a litigator in top-tier firms in both Seoul and Brisbane. But her passion for skincare and firsthand insight into Korea’s innovation-driven beauty scene sparked a bold pivot: from legal briefs to beauty briefs. In 2014, she launched STYLE STORY, Australia’s first dedicated Korean Beauty platform as a side hustle. Her legal career eventually led her back to Korea, where she was the 7th Australian to be registered as a Foreign Legal Consultant (외국법자문사). 

Building a Brand from Seoul to the World

After a decade immersed in Korea’s skincare labs, beauty counters, and ingredient breakthroughs, Lauren created her own skincare line: Jelly Ko. Launched in 2020 and made in Seoul, Jelly Ko combines sensorial textures, fun packaging, and formulas that truly work.

Jelly Ko has gone onto win numerous Best of Beauty awards and is stocked in the US, Australia and the Middle East. 

A Global Voice in Korean Beauty

Lauren is a regular guest K-Beauty expert on TBS eFM 101.3, Korea’s leading English-language radio station, and hosts The Korean Beauty Show Podcast, streamed in 142+ countries. Her no-fluff insights, trend forecasts, and deep dives into ingredient science make her a go-to for skincare enthusiasts around the world.

K-Beauty Consultancy

In addition to running STYLE STORY and Jelly Ko, Lauren advises brands, retailers, manufacturers and investors through her K-Beauty consultancy. From market entry strategy and trend forecasting to product development and brand positioning, she helps businesses navigate the dynamic Korean beauty industry with insider know-how and global context. 

Work With Lauren

Looking to tap into Korea’s world-leading beauty innovation or scale your business using K-Beauty products, practices or techniques? Partner with Lauren to gain access to her decade of cross-border experience and a tailored roadmap to success in K-Beauty.