Key takeaways
- Training-First Influencer Method: Peach & Lily prioritizes deep skincare workshops over generic model journeys, making certain influencers really perceive and might train the science behind merchandise.
- Founder as Face & Voice: Alicia Yoon’s hands-on position on QVC, Sephora, and in-store lent early credibility to Ok-beauty within the U.S. earlier than social media’s influencer increase.
- Real Influencer Partnerships: Creators are chosen based mostly on genuine affinity and viewers curiosity in skincare science, fostering long-term advocacy fairly than one-off endorsements.
- Immersive, Knowledge-Backed Activations: From subway advert takeovers to “glass bodega” pop-ups, each offline effort is structured for measurable on-line influence and conversions.
- Pattern Creation & Ongoing Assist: By pioneering the Glass Pores and skin pattern years earlier than it went viral—and staffing a real-time Q&A line—Peach & Lily cements itself as each innovator and educator within the crowded magnificence market.
By prioritizing grasp courses and science-driven content material over viral stunts, Alicia Yoon constructed belief and transformed skeptics into skincare loyalists.
When Alicia Yoon launched Peach & Lily in 2012, most American customers had by no means heard of Ok-beauty. Somewhat than dashing to courtroom fleeting developments or chasing the following viral challenge, Yoon anchored her model in two ideas: skilled training and genuine affect.
Over the previous decade, that method has elevated Peach & Lily from a distinct segment e-commerce platform to a family identify in skincare, demonstrating that within the crowded cosmetics market, depth beats flash each time.
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Founding with a Mission: Training because the North Star
From day one, Peach & Lily’s web site resembled extra of an internet journal than a storefront. Product pages overflowed with “above-the-fold” explainers on peptides, ceramides, and AHAs; FAQs delved into routines for delicate, dry, and acne-prone pores and skin alike.
Yoon remembers, “We needed to train the whole lot—from why pH issues to the right way to layer serums. Our clients had been encountering these elements for the primary time.”
This editorial heft served two functions. First, it positioned Peach & Lily as a trusted useful resource in an period when many magnificence websites offered on buzzwords fairly than proof. Second, it offered a pure pipeline for future influencer partnerships: as an alternative of sending generic PR kits, the workforce now had a library of content material constructed on skincare science, able to share with creators.
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The Founder as Knowledgeable: Bridging TV and Social
Lengthy earlier than “founder-CEO as model ambassador” grew to become an business mantra, Alicia Yoon embodied the position. She demonstrated exfoliation strategies on QVC, co-hosted stay tutorials for Sephora’s website, and appeared in daring print advertisements at Goal—all whereas sustaining her position as chief educator.
Sephora x Alicia Yoon AMA from 2015. Supply: Sephora
These tentpole moments not solely drove fast gross sales but in addition seeded a notion of Peach & Lily because the authority on Korean innovation.
But TV appearances alone weren’t sufficient in a social-first world. As TikTok and Instagram Tales took off, Yoon tailored, guiding content material technique for micro-tutorials and product deep dives. By the point “glass pores and skin” broke out on TikTok in 2023, Peach & Lily was already primed—its 2018 Glass Pores and skin Refining Serum had been the topic of years of how-to content material.
@melinda_melrose @Peach & Lily that is past superb!! As a result of wow!!🤯
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Grasp Courses over Model Journeys: A New Influencer Playbook
Somewhat than whisk influencers off on unique model journeys, Peach & Lily invited them to laboratory-style workshops. Tables lined with binders of scientific notes, researchers on standby, and hands-on demonstrations changed poolside photograph ops.
Amongst attendees: skincare YouTube educator Celesta Lavatory, shade-agnostic magnificence guru Nyma Tang, and rising TikTok star Brook Tiffany—every leaving the session prepared to show, not simply promote.
When launching the Glass Pores and skin Ginseng Collagen Masks, the model turned its workplace right into a “glass bodega,” full with curated pop-up shows and guided tutorials.
Influencers browsed the pop-up as if in a retailer, however each product got here with its personal mini-lecture on nutrient penetration and lipid-barrier help. The outcome? When these creators shared their unboxings, they didn’t merely showcase fairly packaging—they might clarify precisely why the masks labored.
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From Skepticism to Loyalty: The Lengthy Sport
At its core, Peach & Lily’s method acknowledges that skincare is private and science-driven. By arming influencers with real experience—as an alternative of handing off rote speaking factors—the model remodeled content material from hole promotion into invaluable training. Shoppers didn’t simply purchase merchandise; they embraced routines, shared tales, and returned for the following grasp class.
As Ok-beauty continues its international ascent, Peach & Lily stands as proof that in influencer marketing, authenticity reigns supreme. When a creator can reply “why does this ingredient matter?” as confidently as “how do I apply this?” audiences hear—and loyalty follows.
Concerning the Creator
Author
Dan Atkins is a famend search engine marketing specialist and digital advertising and marketing advisor, acknowledged for enhancing small enterprise visibility on-line. With experience in AdWords, ecommerce, and social media optimization, he has collaborated with quite a few businesses, enhancing B2B lead technology methods. His hands-on consulting expertise empowers him to impart superior insights and revolutionary techniques to his readers.
