EYURS Journey in Korean Skincare — Interview with Annie Yu

EYURS stands as a testament to the evolving landscape of the Korean beauty and skincare industry, where innovation and quality converge. Co-founded by Annie Yu, the company has quickly established itself as a significant player, navigating the intricacies of this competitive market with a unique flair. In this interview, we have the opportunity to explore the inner workings of EYURS, gaining a deeper understanding of its foundations, ambitions, and strategic moves that have positioned it as a leader in the realm of Korean beauty.

Background and Motivation

SBS – What inspired you to start EYURS and enter the Korean beauty and skincare market? 

EYURS – EYURS began similarly to many companies: We identified a problem in our market and wanted to find a solution. High prices and long delivery times inflated the K-beauty orders, as most companies are located outside of the US. This all started when my wife, who had suffered from acne for years, tried many skincare treatments and brands. Eventually, she turned to Korean skincare products and noticed gradual improvements in her skin.

Living in Los Angeles, which is one of the busiest cities in the country, we experienced long delays in receiving overseas orders, which were greatly exacerbated by the pandemic. These delays became unreasonably long. Consequently, after extensive online research, my wife and I decided to launch our own Korean beauty company in 2023. Our mission was to make Korean beauty products more accessible and affordable for everyone in the United States. 

Research and Product Selection

SBS – How do you conduct your extensive product research, and what criteria do you use to select the products you offer?

EYURS – We consider ourselves a very different K-beauty company compared to others in our industry. We carefully select the products we sell; I think it is our responsibility to bring the most effective and best-value products to our customers. So, initially, before considering selling a product, we conduct deep research online. We review the ingredients of each product and review product reviews from multiple sources to ensure it is a great product for our customers.

Once we approve of the product, we personally buy it and ask our friends and family to try it. Each product might target different concerns, so we find someone with similar concerns to test the product. After we receive feedback on the product, we will decide if we want to feature the product in our shop.

Brand Development

SBS – How did you develop the EYURS brand identity, and what makes it stand out in the competitive skincare market? 

EYURS – We continue to do extensive research and handpick each of our products to ensure our customers have access to the best and most trendiest K-beauty products in the US. Unlike many K-beauty companies, we offer same-day or next-business-day shipping for customers in the States, so customers do not have to wait weeks to receive and try the products.

Customer Focus

SBS – In what ways do you ensure that your product information is detailed and helpful for customers making purchasing decisions? 

EYURS – We provide a detailed introduction to the product, the benefits of the product, how to use it, and the full list of ingredients. Not only do we provide a detailed description of the product, but we also provide multiple pictures of the product.

Supply Chain Management

SBS – How do you manage your supply chain to ensure same-day or next-business-day shipping? 

EYURS – We prioritize our orders for same-day or next-business-day shipping. Not only do we use a third-party app, Shipstation, to fulfill our orders seamlessly, but we also have created an efficient SOP to process our orders, pick out the items and fulfill the orders.

Pricing Strategy

SBS – How do you balance offering high-quality products at affordable prices, and what challenges have you faced in this regard?

EYURS – I think in the Western beauty industry, high-quality products always imply high prices. However, in the K-beauty market, it’s slightly different. A good and effective product doesn’t necessarily correlate with high prices. We offer products with the best ingredients at the most affordable price.

Marketing Strategies

SBS – What marketing strategies have been most effective in attracting and retaining customers? 

EYURS – For attracting customers, we believe the best way to attract and retain customers is to offer appealing prices and quick delivery times. Social media and creating content are our #1 marketing strategy. There are many ways to retain customers. The most important way is to ensure customer satisfaction. We hand-wrap each of the products in bubble wrap to help protect the packaging of the product. We want customers to have a good impression of our shop, as this will lead to another order.

Customer Trust and Loyalty

SBS – What practices or policies have you implemented at EYURS to build trust and loyalty among your customers?

Annie – We do not advertise this anywhere in our shop, but we ensure we respond to customers’ inquiries within 24 hours. This is not optional but mandatory. Taking customers’ feedback and acknowledging it is crucial to building trust and a relationship with our customers. Another important factor in gaining trust and loyalty from our customers is transparency. We provide detailed product information and honest pricing.

Challenges and Solutions

SBS – What are some of the biggest challenges you have faced since starting EYURS, and how did you overcome them?

EYURS – For a start-up business, I think the most challenging aspect is allocating your initial capital. There are numerous ways to spend the capital we have, such as expanding our product lines, PPC, SEO, and marketing. Identifying and prioritizing what is most important and most cost-efficient in the current situation has helped us through many challenges.

Industry Trends

SBS – How do you stay informed about the latest trends in Korean skincare, and how do these influence your product offerings?

EYURS – After starting our business less than a year ago, we have personally traveled to Korea twice to closely observe the K-beauty industry and learn about the newest trends. However, we have also noticed that something trending in Korea may not necessarily be trending in the States. Therefore, when featuring a product on our website or other platforms, we carefully select it. We also maintain a good relationship with our vendors, as they also keep us updated on new products and trends.

Sustainable Practices

SBS – Are there any sustainable practices you incorporate into your business, considering the growing environmental concerns?

EYURS – Although we are a small business, we do think every company or even individual should be accountable for environmental concerns. We try to promote more vegan or cruelty-free products. Product packaging is also another factor when selecting our products. We also try to promote products with recyclable or biodegradable packaging.

Advice for Entrepreneurs

SBS – What advice would you give to someone looking to start a business in the beauty and skincare industry?

EYURS – I think starting a beauty and skincare business has many challenges, but you must be determined to find solutions. In the beginning, when allocating your initial capital for your products, you must selectively purchase products in limited quantities to have a variety. Never be afraid to buy new products to diversify your shop, as one of the products may end up being the trendiest and best-selling product.