Bephor magazine
Behind the Brand: An Exclusive Interview with June Lim, the Founder of Bephor
10 Sep 2024
Q: As a Korean, what inspired you to launch a black hair care brand instead of a skincare line?
#Deep Insights into Diversity
I studied beauty and health management in Korea and moved to the US to pursue my dreams of working in the beauty industry. Despite having big ambitions, the reality was harsh. As an Asian, I’ve dealt with some kind of racism, don’t get me wrong, many Americans were very friendly, but it was those few. The experience taught me a lot actually and I learned what it is to be a minority and felt empathy towards other minority groups.
Thankfully I got hired at a black beauty company in Philadelphia in 2010. Working in the product development division allowed me to interact directly with diverse consumers. Through this experience, I researched the characteristics of different races' skin and hair, gaining deep insights into diversity. It opened my eyes to the unique needs and challenges faced by people with various skin and hair types, particularly the often-overlooked need for black hair care.
#Feeling the Limitations of Mainstream Cosmetics
After years of working in the US, Vietnam, Australia, and the UK, I returned to Korea. One day, I met Nick, an African American woman who worked at a US military base in Korea for six years. She shared her struggle to find suitable products for her skin and hair. I resonated deeply with her words and realized the significant gap in the market for products catering to diverse needs. This conversation planted a seed in my heart to create something truly inclusive.
#Building a Customized Cosmetics Brand
Driven by the belief that mainstream cosmetics couldn't meet the needs of diverse customers, I started developing products tailored to different racial and skin characteristics. This led to the start of Bephor, a brand committed to offering innovative beauty solutions that proactively address customer discomforts and dissatisfactions. We aim to celebrate diversity and provide everyone with the care they deserve.
Q: Do you have any memorable experiences from working at a US beauty brand? What did you learn from those experiences?
#Transition in the workplace
In 2013, while I was working as a product developer at a US cosmetics company, we launched a new beauty brand. Despite our efforts, the brand struggled due to low recognition and high market competition. The company then put me in a sales role so I moved from Philadelphia to New York.
#Not the best memories
My mission was to visit 400 partnered B2B across NY, NJ, MA, and CT. Despite my efforts, I was always turned down. Sales were hitting rock bottom, and as a representative of a struggling brand, my presence was unwelcome. It was a tough period, but I believed in our products and was determined to make a difference.
#Makeup Brushes and Cleaning Brushes
I realized that building relationships was more important than immediate sales. The store managers were struggling with product maintenance and promotion pressures. Soon later I bought makeup and cleaning brushes and a brush pouch to wear around my waist. During my visits, I would greet the managers, and then clean our products, and offer free makeup to customers, promoting our brand indirectly.
#Changing Client Attitudes
After two months of frequent visits, the store managers began to greet me warmly. Their attitudes shifted positively, and they started requesting new products from our brand, which ultimately led to increased sales. I learned the importance of customer obsession and empathy, which now defines Bephor.
Q: K-beauty is known for skincare. How does it help black hair?
#Dry Hair and Sensitive Scalp
Black hair is naturally fine, curly, slow-growing, and dry. It is prone to breakage due to its unique structure, which prevents the natural oils(sebum) from flowing throughout each hair particle. Frequently using chemical treatments also leads to a sensitive scalp with thicker keratin layers.
#Strengths of K-Beauty Products
K-beauty emphasizes gentle care, barrier protection, hydration, regeneration, and soothing. Our products, developed with K-beauty technology, provide essential moisture, protection, and soothing to enhance the natural resilience of the scalp and promote beautiful, healthy hair. At Bephor, we make high-performing products backed by K-beauty science to help black women take better care of their hair and express natural beauty.
Q: What values does Bephor uphold and what message do you want to convey to the world?
#Beauty is Recognizing and Respecting 'Self'
We believe that beauty is about acknowledging and respecting your unique self, rather than conforming to societal standards. We aim to create a world filled with individuals who embrace their true selves.
#Lifting the discomfort
Our mission is to help customers enhance their self-esteem by lifting the discomforts of conventional cosmetics, allowing them to focus solely on themselves. We strive to understand and empathize with our customers through research and innovative solutions.
#Advocating Global Citizenship
Bephor is anchored in diversity and global citizenship. We support international cooperation and advocacy through regular donations to NGOs, beauty school scholarships, and funding for cultural exchange programs, contributing to our unique social impact.
Q: Finally, can you introduce the upcoming products from Bephor?
#Development DNA
We develop products that our customers need and want by studying their skin characteristics and beauty routines. Continuous communication with our customers helps us understand, empathize, and gain insights into what our customers actually need.
#Natural and Traditional Ingredients
At Bephor, we aim to make hair care more convenient, safer, and effective. Inspired by traditional Korean medicine with a history of 5,000 years, we use natural ingredients to create optimal formulas for braid hair care. We offer the best solutions through our unique formulas and plan to expand into skincare and body care, providing diverse values to our customers.