Fernanda: Hello Jeeyeun. Thank you for doing this and joining us at UNiqO today; and also sharing your story with me.

Jeeyeun: Of course.

Fernanda: So I would like to start by asking you about your personal life story. And acknowledging that there is only one Jeeyeun in the world. So could you share with us which experiences, values, beliefs, role models [or anything else that you feel relevant] have shaped you into who you are today?

Jeeyeun: Okay, that's a very difficult question... But I think what made me today: are the different people, and different cultures I have met from various countries; the desire from myself to become a better person every day; [as well as the desire] to create value for society.

From so many different cultures, so many different countries, there are so many amazing people everywhere.

And I learned that those [that I admire] are those who have a very strong core belief in themselves. And that was something I was lacking. So I wanted to have a similar strong inner self; and [I realised] it was something I was pursuing all the time.

And at the same time, through that process, I wanted to become a better person. Better tomorrow than today, or better today, than yesterday. For me a better person, probably means, becoming a little more mature, a little more forgiving, and a member of society who contributes to the community, and creates value for the society.

Fernanda: And I've heard you've mentioned values and contribution to society a few times. So what does that actually mean for you?

Jeeyeun: So for me, it's very much related to who I am and what I have gone through as a kid.

So when I was a kid, I wasn't very...protected by adults.

So you know, Korea was a developing country when I was young. And everyone was focusing on supporting family financially, but not mentally. That meant that there was not a lot of room to take care of the kids, mentally. I mean, they took care of their kids, but didn't know how important the mental health is for children.

And I think that was something I missed all the time as a kid. And I wanted to provide those things to children. And that's something I want to contribute to the society.

So right now, I'm donating part of my profits and individually, to organisations, NGOs for children's rights. And before, I have also helped children to learn, and have a better education.

I felt like I didn't have a good education. I mean, I had an okay education, but I always felt like there was something missing.

I grew up in a not very rich area. It's more like little below average area. So my teachers didn't know how to teach, and in high school I felt like I knew better than my teachers.

So I'm trying to contribute to the society through these two different things: mental health and good education opportunity. 

Fernanda: Thank you for sharing this Jeeyeun. I was not aware we shared these values so strongly.

Jeeyeun: Yeah...I almost cried just now... I think it's still hurting.

Fernanda: [pause to honour this realisation]...You could have done so many things in between those different experiences, and living in different countries, so I'm curious what made you decide bring D'AEQ intro existence. What was it for you?

Jeeyeun: You know...in a textbook, the purpose of a corporation is to maximise profits. Right?

And I didn't learn that because I didn't learn economics, until college.

But I learned that at my first job, a chemical company. And maybe it's different now, but 10 years ago, it was all about profit, profit, profit.

And I didn't like that because a corporation is made out of people; and I felt like there was no human factor in it.

I saw so many people suffering from this corporate culture. They didn't really care about...mental health. Yeah...it goes back to mental health.

It was all about competition. It was all about profit... It didn't really matter if someone did something that was not honest to achieve something... And I felt like something was wrong there. I didn't like that.

So it was like this... my colleagues, who had kids, would say "I don't want my kids to live like me".

And this was really sad. It's really sad to think like this as a human.

So I want to make a company where employees or where members can be proud of themselves. And that's something I always think of.

And then after graduation from my MBA, I learned that there are so many cosmetics companies, but many are not sustainable.

I looked into their products and I realised that as a chemist, I could make products sustainable, that were also good. And that's how I started D'AEQ.

I always had the cultural structure of a company, but I never had a product to sell. And then after my MBA, I found that product. And then I was like, okay I'm ready to go! That's how it all started.

The meaning of D'AEQ is: Dignity, Authenticity, Ecla and uniQue. We share the "unique part".

Fernanda: Yes we do...that's wonderful. And, given that you have highlighted the word "unique", what's unique about D'AEQ?

Jeeyeun: I think D'AEQ is unique because we care about people. We care about people and also about the quality. We are a science backed company. So all of our products are scientifically proven to improve our "beauty" side of health. And I think that's something that makes us different.

Fernanda: And I bet you've come across many challenges and learnings in the process, that comes together with bringing a vision forward from your values, bringing your voice to the table, in a perhaps different ways that most companies or organisations are doing things in your context…

Could you share some of your challenges and learnings that you had so far, so that people either listening or reading to us, who are thinking of starting up a business or launching a product partnering with someone can have an idea of what it is really like to be a solopreneur, entrepreneur, founder of a company in skin and bones...?

Jeeyeun: One of the most challenging things I've come across is realising that you have to know that not all people out there are like you. And you also have to remember that people are not working for you. They are working for themselves. So, I mean, it's good to have trust in your partners, but ultimately you have to believe [or rely] on the contract, on what is written. Or in other words, in the agreement.

It's not that they are bad people or they're not trustworthy, but it's what business is like. Because business is all about surviving. And when it's a sort of surviving mode, there's no humanity there. So that's something you should know also.

Fernanda: Um, if I heard you correctly, would you say that it's important to take care of yourself in the process rather than, or not letting things happen at the expense or at the cost of either your wellbeing, your time, your resources when you enter into relationships with others, is that what I'm hearing?

Jeeyeun: Oh, no, it's more like business setting is different from social setting. For example, there are two people with apurpose. We want to do something together. If it's friends, then it's fine. Like we're doing it together. We are all going to voluntarily do the job together and help each other out.

But it's, if it's a business, then if there's no contract or written document, then it means nothing. I think that's something that early stage entrepreneurs struggle because people are really nice to you. They say, oh yeah, of course, we're going to help you. If they're friends and if it's not a business setting, social setting, of course, they're going to help you. But they have other urgencies, they have other things to do.

So in a business setting, if there's no document, if there's no contract, their kindness means nothing. I really want people to know this because when you start a business, you need help from a lot of people. And if people are nice to you, you want to work with them. But without a contract or an agreement, it means nothing. You want to rely on people, but you can't rely on people.

Fernanda: So it sounds like having documentation, contracting, written agreements are critical for the success of the early stages in the context of business.

Jeeyeun: Yes.

Fernanda: Okay, thank you so much for this pointing this out.

Jeeyeun: And also, "not losing a dime". So at the beginning I didn't think about money. I thought money will follow me if I do the business correctly. But the challenge is to maintain your business for at least three, four years to make people aware of your brand. And it surely takes time, but you've got to hold your business until then. You cannot disappear before it happens.

And at the beginning, what I did wrong was if our partner made a mistake, we were like, okay, it's fine. We are going to take care of it. But that became our loss, a huge loss every single time.

When they did something wrong, we paid additional money to fix it. But what I should have done is make them fix it on their expense. That's how they don't make that mistake again. And they care about us too.

But I trained them that it's okay to mess up with us because we're going to fix it.

Fernanda: So you're talking about clear responsibilities and also being accountable for not being able to comply with certain agreements or commitments and being accountable for when that fails or when that doesn't happen.

Jeeyeun: In other words, maybe I can say this too. Being a nice person, doesn't mean that I cannot say no.

Nice people can also say no. And actually, that's how you become a nice person to your company by saying no.

Fernanda: So we're talking about strong boundaries and having the ability to say no when it's responsible to say no. And of course, say yes, when it's an actual yes.

To put it in others words, not misunderstanding “being kind” or “being nice” with always having to say yes, because part of kindness is also accepting and being responsible in the process; and being accountable for the clients’ learning and responsibilities, but also your long term success as D'AEQ.

Jeeyeun: Yes. I think that's really important, especially for female entrepreneurs. I think we're not very good at saying no to others in general.

Fernanda: I agree with you. So at least for me or the female clients that I have had the pleasure of coaching, conversations seem to come up around the notion that there are expectations in society for females to be a "nice girl"; or not placing enough importance to being assertive and being able to say what you really feel or put some boundaries at the right moment and time in fear of damaging the relationship, among other things.

Jeeyeun: Yeah. Or being seen as a bad person…or not good person.

Fernanda: Yeah... This is a really important reminder for those female women entrepreneurs, solopreneurs that are thinking of embarking on this kind of journey, not only in the entrepreneurial setting, but also life in general, corporate setting, any setting.

Jeeyeun: Probably there are a lot of managers who cannot say “no” inside a company and then get a lot of projects…

Fernanda: So managing the workload as well...

Jeeyeun: Mm-hmm. Yes.

Fernanda: And given your challenges and learnings, what are your hopes and dreams for D'AEQ in the next few months and years?

Jeeyeun: Oh, so this year we want to expand our business into a beauty cosmetics information platform so that people can consume cosmetics with more information, more scientific information. And in a few years, probably I want to have a strong presence in the US, China, Japan… in Southeast Asia.

…I hope people can have a healthier beauty lifestyle. Here, “beauty” means not just surface, but also the inner parts of us.

Fernanda: Perhaps you can expand on what the products and services are...

Jeeyeun: So currently we have four products: solid cleanser, solid shampoo, solid facial soap and cleansing balm. They are sustainable, they are biodegradable.

And we would like to extend our product portfolio into our skincare product. At the moment we are covering the cleaning part, and we want to move to skincare products that are sustainable that at the same time increase our skin barrier.

In terms of the platform, we would like to build a database where you can filter out skin products or cosmetics based on your needs. So for example, if you are concerned about  wrinkles, at the moment you have many products that say anti wrinkles but you have no idea if it really works.

And there are products that do clinical tests, over a certain period of time and then observe then observe how and if the wrinkle has changed. So with that type of data, you can find the products you really want based on your skin concerns.

Fernanda: So it sounds like you want to provide more transparency in terms of what the clients or the customers are purchasing in the domain of skin care.

Jeeyeun: Yes. And it's not just for consumers, it's also for suppliers. For example, in the cosmetics industry, they're spending a lot of money on marketing.  It’s fairly common to see influencers making more money than the brand or the manufacturer or suppliers.

And I think, marketing is not a bad thing, but I think our focus should be more on R&D, like researching and developing products rather than marketing. In our current industry, we have to spend so much on marketing, [that little room if left] forR&D, because that's what people want.

By providing transparent data and information, consumers can filter out the products to focus on what the producto actually is. And at the same time, the providers, and suppliers,  can focus on developing better products, rather than spending more money on marketing and efforts on marketing.

Fernanda: Would you like to add anything else in terms of your dreams and hopes for a D'AEQ?

Jeeyeun: Through D'AEQ, I want people to have their own strong self. I want them to find themselves as unique and valuable,as what they are, not just becoming someone else or be like someone else. And maybe it sounds ironic, achieving that by through cosmetics, but I think it's also a good ritual to take care of oneself. And it's our journey to find oneself by taking care of oneself. Um, and I really want them to know they're, they're just unique and that's enough. And then I want to help them to find the journey throughout our product and platform.

Fernanda: I love what you just said in terms of that they're unique and that's enough.

Jeeyeun: Yeah, that's enough. Really.

Fernanda: Because so many of us and people out there are struggling with not feeling enough.

Jeeyeun: Yeah. When we were young, it was different, but now there are so many social media contents are floating and it's really hard to find oneself as unique and enough.

It's very difficult time to find themselves alone as, as what it is.

Fernanda: I have to agree with you. There is so much noise out there, on the news, on social media, everyday life, different kinds of pressure, and that it's so challenging sometimes to to just be. Be ourselves, go within, find what we want, what we like, what we aspire without conforming to different messages or things that are trying to persuade us otherwise.

We stand together in that mission, D'AEQ and UNiqO.

Jeeyeun: Yeah, probably you feel more than I do because you have kids.

Fernanda: And two!...But that journey with or without kids is challenging in itself. And a big responsibility either way. As long as we can believe that we can make a difference within our sphere of influence, I think at least personally… that we're in the right direction.

Okay, so we're nearing towards the end of our session today. And I would like to also open up the question of how can like-minded individuals support D'AEQ and your mission, so that we can continue to have the pleasure of using your your products, which I have had the pleasure of trying as well. And I do have my favorite!

Jeeyeun: You have your favourite?

Fernanda: Well, actually, I have two favorites. The Coco...

Jeeyeun: Coco Dulce?

Fernanda: Yes! And the purple one.

Jeeyeun: It's Prunus Nudiflora. That's a very difficult name for everybody. You know what that means?

Fernanda: No…

Jeeyeun: That's the academic name for Cherry Blossom. So I wanted to make it like latin so that it sounds so sophisticated.

Fernanda: It's wonderful.

Jeeyeun: Yeah, it is really sophisticated for everybody.

Fernanda: Yes, the name but also the product itself! The smell and how it connects you to something different. To something beautiful. At least for me…

Jeeyeun: So, Coco Dulce is something you are already familiar with, the scent. But Pune's Nutee Flora, that's something new because we tried to make Cherry Blossom scent. But then Cherry Blossom scent is very cheerful and light. But I wanted to make it a little bit woody and calm… something resembling the forest. So Cherry Blossom and the wood combined together became: Jeju Cherry Blossom. And then it made number one from the blind test!

Fernanda: Yeah, that's my personal favorite before Coco Dulce! But Coco Dulce I also like. So how can we continue to enjoy these products and support your mission?

Jeeyeun: So to support our mission, I think first find yourself. Be strong, like first find yourself and then be a have a strong inner mind and trust yourself.

Second, becoming an honest value creator, so whatever you do in society, create honestly.

Third, become a smart consumer. I think those three are something what I'm trying to do to achieve my mission and then that's something everybody can do, or try to do.

Fernanda: Oh, beautifully put. Is there anything else that you'd like to share or ask or put out there?

Jeeyeun: Thinking about those answers...I really like that phrase: "becoming an honest value creator". I've always thought about work ethics and I thought that's really important. But I think I can put that in that phrase and it describes things better. Work ethic sounds really big, too big… But I think "honest value creator" is something closer to what I feel.

Fernanda: Honest value creator.

Jeeyeun: I mean, I think that everybody is a value creator. Whatever you do, as a coach, as a person who's running the business or as an employee, or as a part-time job, whoever, whatever the job is, I think everybody's a value creator. And it's very important to be an honest one to create a value.

Fernanda: Thank you for this, for your wisdom in this journey.

Jeeyeun: It's all, it's based on your question. So it's from the wise questions.

Fernanda: It's a partnership. It's also about the answers! So we create it together in the process. Thank you!