For years, the beauty industry has chased younger consumers with promises of flawless, wrinkle-free skin. But Korean beauty entrepreneur Sora Lee, the newly appointed co-founder and CEO of JIYU Skincare, believes it’s time for a different conversation—one centered on women over 35 who want healthier skin, not impossible beauty standards.
We had a chance to interview her over Zoom, and it was illuminating.
Lee, who previously held marketing leadership roles at TikTok, Meta, and Netflix before founding the K-beauty agency Kurated, recently joined JIYU to help lead the rapidly growing Korean skincare brand into its next chapter.
Skincare That Evolves With You
Rather than chasing the latest viral trend, Lee says JIYU was created with women aged 35 and older in mind—a stage of life when skin naturally begins to lose collagen, elasticity, and moisture.
Instead of marketing “anti-aging,” Lee prefers the term skin longevity.
“The future of skincare isn’t about looking younger,” she has said. “It’s about helping skin stay healthy, resilient, and strong for decades.”
That philosophy has become JIYU’s guiding principle. Every formula is developed and manufactured in South Korea, combining advanced Korean skincare technology with ingredients chosen to support the skin’s natural repair process over time.
Why 35+ Matters
As estrogen levels gradually decline and collagen production slows, many women notice that the products they loved in their 20s no longer deliver the same results.
Instead of simply masking wrinkles, JIYU focuses on maintaining the skin barrier, improving hydration, and supporting healthier-looking skin with consistent use. The brand believes resilience—not perfection—is the real beauty goal.
Korean Beauty Meets Longevity Science
Lee believes Korean skincare has long understood that healthy skin is built through daily care rather than quick fixes. JIYU combines that philosophy with emerging research into skin health and cellular repair to create products designed for long-term skin wellness.
It’s a refreshing departure from fear-based beauty marketing. Instead of telling women to wage war on every wrinkle, the brand encourages them to invest in skin that functions better as it ages.
The Bottom Line
For women 35 and beyond, JIYU represents a growing movement in beauty—one that celebrates healthy aging instead of fighting it. Under Sora Lee’s leadership, the Korean brand is betting that today’s consumers want more than miracle claims. They want clinically informed skincare, thoughtfully formulated products, and a philosophy that embraces every stage of life.
If Lee is right, the next big beauty trend won’t be anti-aging at all—it will be longevity, resilience, and skin that looks its healthiest at every age.