Meet Tao Hyun | Founder at TAOSKIN.STORE (TAO)

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

Hi Tao, what was your thought process behind starting your own business?
Over seventeen years ago, I was navigating life with persistent acne, undiagnosed eczema, and multiple skin conditions that left me feeling frustrated and overlooked. Conventional drugstore products offered no real relief, and it became clear that the skincare industry wasn’t made with people like me in mind. That frustration sparked a deep curiosity—and what began as personal research soon became a lifelong pursuit.

Nearly eighteen years later, I’ve immersed myself in the world of skincare, studying formulations, raw materials, and the science behind effective products. Through my work in the cosmetics industry, I’ve had the privilege of helping over 30,000 clients find clarity in a space that often feels confusing and overwhelming.

Out of this journey, TAOSKIN.STORE was born—an esthetician-curated destination built to empower, not pressure. Here, skincare is about care, not perfection. Our carefully selected products reflect that philosophy, and our messages are always open for thoughtful, personalized advice. Because everyone deserves to feel seen, supported, and confident in their skin.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My journey truly began at The Face Shop in Sacramento—a dream job for someone who had already spent over seven years studying skincare. I showed up without an interview, handed the owner my resume, and confidently offered to help grow their business. She told me all positions were filled, but I asked her to reconsider and explained I knew the product line inside and out.

To my surprise, she said, “Follow me,” and took me to the back of the store. She handed me a collagen sleeping mask and asked me to sell it to her on the spot. I gave her a full demo. Moments later, she called out to the manager and said, “Train him too.” I was in.

I quickly became their top seller, and that opportunity led me to work for Ulta Beauty and represent brands like L’Oréal, Estée Lauder, and AMOREPACIFIC. It wasn’t always easy—jealousy and competition were real—but I never let it stop me. A decade later, I’m still here, still chasing the dream. And if there’s one thing I’ve learned, it’s this: believe in yourself, exceed your expectations because you’re more than capable of doing so.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We’re definitely starting the day at Yeems Coffee in Los Angeles—their drinks are top tier. Funny enough, I even saw a well-known celebrity there one morning (she was incredibly sweet, in case you’re wondering).

If they’re really hungry, AYCE sushi in Burbank would be perfect later in the evening. But for the afternoon, I’d suggest a relaxing stroll through Little Tokyo—grab some snacks, browse the shops, and maybe pick up a few essentials for making matcha at home.

From there, we’d head to Santa Anita Mall—a personal paradise. It’s the perfect place to grab a boba, shop for clothes or snacks, and just take in the vibe.

Then it’s sushi time—all you can eat until you decide to tap out. And to top it off, we’d hit up Round 1 for unlimited arcade games, claw machines, and prizes. By midnight, we’d still be going—because that’s just how I am. Of course, I’d always tailor the day to fit their vibe too—it’s all about good energy and good company.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Perhaps I’m aging myself here, but I have to give credit where it’s due—a heartfelt shoutout to the Singaporean bloggers who inspired me early on in my journey. Influencers like Yutakis James and Miyake left a lasting impression on me. I vividly remember seeing them on Instagram’s popular page, captivated by their vibrant content that blended lifestyle, skincare, and pure creativity. To me, they were the original influencers—pioneers who brought authenticity and aesthetic into the digital space before it became the norm.

Their dedication and passion lit a spark in me. They reminded me that there was room for someone to make a real difference in the skincare world. Call it dramatic, but I genuinely felt that someone needed to step in and be a voice of change in an industry that, at the time, often put profits over people.

I remember using a wildly popular acne system back in the day—marketed heavily, sold everywhere, and trusted by many. But the reality? It destroyed my skin barrier. Looking back now at the ingredient list, it’s painfully clear how irresponsibly it was formulated and promoted. Harsh actives, drying alcohols, and a complete lack of education around essential skincare steps—like wearing SPF—were the norm. And while that product still exists today, it’s thankfully lost the cultural grip it once had.

Those experiences, both inspiring and painful, fueled my mission. They’re a part of why I do what I do today.

Website: https://www.taoskin.store/

Instagram: https://www.instagram.com/tao.global?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr

Youtube: https://youtube.com/@tao_hyun?si=gcuuBPFrQiXbuO_3