We had the good fortune of connecting with Susie Yoon and we’ve shared our conversation below.

Hi Susie, have there been any changes in how you think about work-life balance?
Work life balance is constantly evolving for me as an entrepreneur, wife, and mom of two depending on the stage of my business and age of my kids. Scheduling and planning beforehand has always been key for me, and it is the only way I can allocate enough time for work and still have quality time with my growing children and family. I cannot survive without my calendar! I had to figure out what was truly important for me at each stage of my business and learn to sacrifice certain things.

The reality is that I am constantly thinking about our business from morning until evening. I have to make a conscious effort to turn off when my kids are at home from school and during the weekends, which we allocate for family time. It is not so much about trying to balance everything, but prioritizing.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
From working as a corporate attorney to becoming a mom of two, I created Skinesque – a clean and approachable Korean skincare line, to meet a market I needed: a dependable and effective skincare line that is also clean, affordable, and easy to use. And over time, Skinesque became more than just a streamlined routine – it also became a chance for our users to decompress and sink into self-care with a relaxing and easy skincare routine.

I am very intentional about the products that we create and believe that less is more. That is why all of our products are multifunctional and focus on cleansing and hydration – the top two elements of any skincare routine.

Skinesque started with our best selling multi-functional cleanser, the Enzyme Cleansing Powder. This powder to foam cleanser is a gentle cleanser and exfoliant in one that can be used daily, AM and PM. It is made of papaya enzyme which naturally exfoliate dead skin cells without stripping the skin of its natural moisture. It’s been great to use on my kids at the end of the day to wash away environmental toxins and sunscreen, while being gentle on their sensitive skin.

Our Enzyme Cleansing Powder is followed with Skinesque’s Moisture Lock Cream, an AM to PM moisturizer which hydrates, soothes, protects and locks in moisture for 24 hours.

Skinesque has a mask collection which our audience can choose from. We have our Deep Sleep Overnight Mask for those who like to put on the refreshing mochi-like gel based mask on their face to do its magic overnight. We have our Wake Up and Makeup Prep Sheet Masks (30 sheet masks housed in 1 case) to be used daily after AM cleansing to act as a toner, serum and makeup primer in one. And we have our Brightening Charcoal Mask that can be used in the AM or PM to detoxify, brighten and hydrate the skin.

When developing products, we alway listen to the audience and the market. When we first launched, the trend revolved around the 10-15 Korean beauty regimen. As interesting as that sounded, it was also very intimidating for many. We decided to stick with the “skin minimalism” from day one of our launch. And this has been our mantra since.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
L.A. is filled with good eats, culture and energy. A few of my favorites are:

For brunch:
Coast at Shutters On the Beach, Santa Monica
I love a casual beachfront cafe where we can relax under the sun, breathing in the ocean air. Their lemon ricotta pancakes is a favorite!

For lunch:
Gjelina, Venice
I love their locally sourced fresh ingredients that elevate any dish, from their Mixed Mushroom pizza to their Saffron Spaghetti.

For dinner:
Park’s BBQ, Koreatown
There are so many Korean bbq restaurants, but I am loyal to my favorite Park’s BBQ for their signature beef short rib soup and quality meat.

For a weekend get away:
I love getting away for a short staycation to Ojai Valley inn for a weekend of tennis, golf, and relaxing poolside.

Who else deserves some credit and recognition?
I want to give a shout out and recognize the Tory Burch Foundation, which supports empowering women entrepreneurs through their fellows and capital programs, and useful online resources. I was able to network and meet fellow women entrepreneurs and share information about marketing, finance, management, which was extremely helpful when starting a business. Sharing ideas and receiving advice from seasoned mentors have been crucial for a strong start, and have prevented many costly mistakes.

The Foundation offers a Seed Box, which features products from women entrepreneurs and 100% of all net proceeds benefit the Foundation. I feel grateful that Skinesque was able to be a part of this, and support fellow women entrepreneurs to #EmbraceAmbition.

Website: www.skinesque.com

Instagram: @skinesque

Twitter: @skinesque

Facebook: @skinesque

Image Credits
Karen Rosalie

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