Founder-led expertise
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most people trying to “do K-Beauty” are forced to piece together advice from TikTok, forums, brand marketing and outdated assumptions.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.
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. I value logic in decision making, accuracy and a systematic approach to building businesses.
I’ve spent 15 years building inside Korea’s beauty ecosystem, including manufacturing, distributing, retailing and consulting. I understand the trade-offs between what’s ideal and what’s actually feasible, and will make sure you do too when it comes to your business.
My previous career as a corporate litigator (working in Korea and Australia), included years as a registered Foreign Legal Consultant (외국법자문사). That lens shows up in my work: fewer assumptions, fewer “surprises”, and decisions designed to strengthen your business and protect it. When you work with me you'll get clear guidance around claims, compliance and commercial terms.
Experience across retail, product development, brand building, manufacturing, media and education keeps the advice grounded in real decisions and trade-offs.
In 2014, I pioneered Australia's first dedicated online Korean beauty platform, translating what was happening in Korea for a global audience. That experience landed me a job on Korean radio, in podcasting and now, in consulting.
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 on one of the world's largest Korean beauty platforms, YesStyle.
03 · 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, taking on an appropriate level of risk with clear steps forward for you and your business, our consultancy is the fastest way to get clarity with independent experts on your side.
