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by Alexandra Nicole Nuralam

Lily Baek on Vegan K-Beauty & Launching Korea’s First Wellness-Focused Lifestyle Brand

From starting her career as a PR intern, Lily Baek is now the founder of boutique PR agency W/E Marketing Communications, which she founded in 2013. And if that’s not enough, she also launched the first wellness-focused lifestyle brand in Korea last July. The brand, aptly named Ready to Wellness, aims to encourage a culture of wellness with its range of curated products that are ethical, sustainable and conscious, from beauty picks to home supplies. The offline store based in Seoul also plans to host various wellness classes and community events.

“I started as an intern at a PR agency and slowly worked my way up. It influenced me to start a marketing communications agency, which I’m very proud to say has helped launch and execute marketing campaigns for several well-known brands like Lululemon and Pitti Uomo,” Lily tells BEAUBIT. “As for Ready to Wellness, it was my personal interest and hobbies in keeping healthy and wellness that made me launch the brand last year.”

Ahead, get to know this powerhouse entrepreneur as she shares more on how she starts her day, her wellness routine and her favourite vegan K-beauty brands.

What’s the first thing you read each morning? What time do you head to the office?

I check my emails first thing in the morning. I work out or go straight to the office around 9 to 10 am. My schedule isn’t fixed; sometimes I’ll head straight to a meeting.

Do you like to take your time in the mornings to get ready, or do you prefer to be efficient in the mornings?

As a morning person and an early bird, I like to get ready in the early morning. I work out, start my day with good coffee and a light meal, thinking and planning for the day ahead. Ideas usually come to me in the mornings rather than late nights! It also means I’m more productive in the daytime. At night, I’ll enjoy some drinks with friends—it’s all about work-life balance (laughs)!

Let’s talk about beauty. What is a typical skincare routine for you?

I’m more of an “inner beauty” kind of person. I believe in the power of working out, eating well and keeping a healthy state of mind rather than splurging on expensive beauty products or cosmetic procedures. My skincare routine is super simple: toner, essence, moisturiser and sunscreen. That’s it!

I do enjoy trying out new products. As everyone knows, Korean beauty is all the rage these days, and I love discovering new Korean brands and supporting these local businesses!

Currently, I’m very into a brand based on Korean oriental medicine, EATH Library. I’m using its active serum and brightening overnight mask. The products are free of irritants and the brand philosophy is to let the skin breathe comfortably, like a hangari, which is the Korean traditional ceramics used for ripening kimchi.

I’ve also been using products from these vegan Korean beauty brands—Sioris, Celloom, Aestura and Boutijour.

What is your signature beauty look?

I like a glowing complexion with matte eyes and lips. Usually, I’ll just finish up with sunscreen and go in with makeup only when I have business meetings and events.

The way I do makeup is simple and fast. My fashion and beauty style definitely reflects this personality trait of mine (laughs).

How has your perception of beauty changed through the years?

I always think that beauty goes hand in hand with self-confidence and your personal attitude. Think of it as a setting spray that makes any makeup look long-lasting!

After running my PR agency and meeting people from all over the world, I realised that no amount of makeup or expensive clothing can truly bring out a person’s grace and beauty without their own attitude.

How does self-care come into play in your beauty routine? Do you have any practices that help you cope with stress?

My self-care routine is drinking 2 litres of water and moving my body every day. This really helps me maintain my skin. Running, yoga and other outdoor activities help me cope with stress and maintain some balance in my life.

Most of us feel most confident when our skin is healthy. What else helps you feel your best?

I love the adrenaline when I run, the concentration and focus when I’m doing a yoga flow, being around nature when I hike, the sun’s warmth when I’m tanning. And of course, not forgetting good food and wine with friends!

What is most important to you: comfort, beauty, or innovation?

I’m going to go ahead and answer “balance.” Keeping the balance between comfort and innovation is most
important to me. I want to continue being innovative at work but come home to comfort.

What are your goals for the future? What are you working towards?

Personally, I want to maintain my physical and mental health, and to live a happy life. Career-wise, I hope to continue doing my job well, being inspired and inspiring others to live healthily and happily, as well as strive for continuous innovation. I want to be a light that guides people forward.

Lily’s Beauty Picks

Supergoop Glow Stick SPF 50, SGD34
NARS Air Matte Lip Color, SGD40
Boutijour Lotus Malight Eye Patch, SGD77
SIORIS Falling Into the Rose Mist, SGD26.80
Dear, Klairs Supple Preparation Unscented Facial Toner, SGD26.90
AESTURA Atobarrier 365 Cream, SGD39.95
EATH Library The Bright Recovery, USD38
EATH Library The Pure Wonder Active Serum, USD132
CELLOOM Easy Breezy Sun Serum, SGD45

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