[D-PeopleLounge] Nothing Veral CEO Choi Hee-jae: Global Push with 'Most Korean' Inner-Beauty Routine
Creatrip Team
6 months ago
Nothing Veral, an inner-beauty brand founded in 2015, is leveraging 12 years of experience and a recent M&A with The Future to accelerate global expansion with a ‘K-inner beauty routine’ strategy. CEO Choi Hee-jae says the market has shifted from ingredient-driven claims (e.g., collagen, vitamins) to sustainable everyday routines—so the brand focuses on taste, convenience, and product timing (TPO: time, place, occasion) to encourage regular use. New 2025 launches include pouch shakes, 48-hour cleanse juice, stick-jelly single-serve inner-beauty packets, and premium wellness shots under sub-brand TANGLEY. Distribution is widening from online and lifestyle stores (Market Kurly, Olive Young) to value and pharmacy channels (Daiso, nationwide pharmacies), and overseas entry is progressing via Japan (Qoo10, Don Quijote) and North America (Megamart), with plans to align with Olive Young’s U.S. moves. Choi emphasizes using Korean raw ingredients and maintaining original Korean packaging (many overseas buyers request the Korean design). Challenges include securing seasonal ingredients like pumpkin juice (호박즙) for steady supply. The company aims to become Asia’s No.1 inner-beauty brand by promoting Korean-origin routines globally.
