Vera Oh, CEO and Co-founder of Voesh, has been a champion of clean beauty before it became the in-thing. Since co-founding the company with Joseph Choi, they revolutionized the hand and foot care industry with vegan, and cruelty-free products, including the innovative Pedi in a Box® spa system. Vera Oh shares her story and how Voesh continues to set new standards in the beauty industry.
Please tell us a little about yourself.
Originally from Seoul, Korea, I made the leap to the United States
about 18 years ago to join an electronics company in New York.
There, I spearheaded a new business unit, and fortunately, we racked
up numerous awards, turning our venture into one of the most
successful electronics brands. My passion for drawing fueled my
childhood dream of becoming a designer. To bring that dream to life,
I studied industrial design in college and launched my career at
Samsung, where I focused on machinery (think forklift trucks,
excavators, and even 50-ton cranes) and electronics design. Over
time, I expanded my skills, delving into design strategies at Design
Continuum and trying my hand at product design and marketing. It's
been quite the journey, filled with enriching experiences, and I'm
eager to share the lessons I've learned along the way.
How did the idea for Voesh come about?
Joseph [Choi] and I crossed paths at an electronics company and
quickly discovered our shared dream of launching a business in the
beauty industry, with a focus on clean and safe products. While
clean facial skincare was just starting out, we spotted a great
opportunity in professional hand and foot care. Being regulars at
salons, we noticed that salon technicians and clients were
unwittingly exposed to harmful chemicals. That's when VOESH was
born, with a commitment to being vegan, cruelty-free, and clean—no
animal by-products or suspicious chemicals. We observed that spa
owners often bought products in bulk, lacking clarity on
ingredients. Our solution? The Pedi in a Box® spa system, a
pre-packaged pedicure kit that tackles issues like sanitization,
cross-contamination, and portion control. It's a game-changer in the
professional beauty industry.
Your background is in consumer electronics, how did you make
the jump to skincare?
Looking back, the transition from consumer electronics to skincare
was a blend of bravery and naivety on my part. Regardless of the
industry, my approach remained consistent: identify unmet needs and
offer effective solutions, develop quality products, price them
right, and secure partnerships for successful launches. However, the
journey was far from easy, especially as a two-person team
comprising my partner Joseph and myself. Venturing into skincare
required delving into the complexities of ingredients, chemicals,
and regulations—a process that demanded extensive research and
learning. One unforgettable event occurred during our debut at a
trade show in Chicago before officially launching our products. I
distinctly remember a customer asking about our preservatives, and
my candid response was, "I do not know." At that moment, reality
struck, and I realized this was not right. Starting that day, I
slept and woke up with a pile of chemical research and had daily
meetings with our labs. The “I don’t know”s transformed into
knowledgeable answers, ensuring no question was left unanswered.
What has been the most challenging aspect of starting Voesh? The
most rewarding?
Given our background in a completely different industry, breaking
into the beauty industry posed challenges in finding the right
distribution channels and partners. Initially, we lacked connections
within the industry, but fortunately, we crossed paths with
receptive customers who embraced and were excited about our
innovative products. The most rewarding aspect of our journey is the
ability to expand our sales channels to cover all major states while
still fostering strong partnerships with our customers. Over time,
these relationships have evolved beyond mere business transactions;
we've become friends. Additionally, receiving thank-you notes from
professionals, expressing how our products have positively impacted
their businesses and brought happiness to their customers, is like
hitting gold for us. That, for us, is the most rewarding thing.
Voesh has always been
a clean beauty brand since you co-founded it in 2013. With all the
research you have put into your products, what has been the most
surprising thing you’ve learned?
What surprised me the most was discovering the lack of regulations
and the common use of unknown and possibly harmful chemicals in
skincare products, especially in the professional-grade category. It
was a bit shocking, to be honest. This realization hit me around the
time when the "clean eating" trend was making waves and starting to
impact the beauty industry. This shift toward clean beauty meant
getting rid of harmful or questionable ingredients from
formulations. It was a crucial moment that fueled our commitment to
keeping Voesh a clean beauty brand since we founded it in 2013.
Is there one mistake that women make when it comes to
skincare?
I wouldn't term it as a mistake, but a common oversight is not
paying enough attention to the importance of consistent skincare
routines and the ingredients in the products. Often, women may try
various products without giving them enough time to show results or
switch between different routines frequently. Establishing a
consistent and personalized skincare regimen tailored to one's skin
type and concerns is key for achieving long-term benefits. Equally
important is reading and understanding the ingredients in skincare
products. Opting for clean formulas and being mindful of what goes
into the products you use can contribute to healthier and more
sustainable skincare practices. It's crucial to be patient and give
products the time they need to work effectively, expecting long-term
positive effects on your skin
Have you found that being an Asian woman has helped or
hindered you in your business?
Being an Asian woman has brought a unique perspective to my business
journey. While there may have been occasional challenges, such as
navigating cultural differences or stereotypes, I've also found
strength in the diversity I bring to the table. It's essential to
recognize that diversity fosters creativity and innovation, which
has positively influenced our brand. Embracing my identity has
allowed me to connect with a broader audience and bring a fresh
approach to the beauty industry. Overall, I see it as an asset that
has enriched my professional experience.
What advice do you wish you had before starting your
business?
Over the last 10 years, I've always kept a list of five things I've
learned.
1. You will pay the tuition fee. Your mistakes are the tuition fee you will pay. It’s better to experiment earlier rather than later.
2. Competitors are not your enemies. Good competition is actually a blessing for your business.
3. Finding good people is hard. You should invest a lot of time and effort to find the right people that fit your company needs and culture.
4. It’s okay to make mistakes. But never leave them unfixed. Also, try to learn from every experience and don’t make the same mistakes twice.
5. Never assume people understand how your brand can change their lives. Tell them. This is something I learned from the book Building a StoryBrand by Donald Miller. Sometimes, we are busy making new products and assume people understand, but it doesn’t work that way
