Who I am, briefly.

I'm Yuna Choi. I studied cosmetic chemistry at Sungkyunkwan and spent four years at a small R&D lab in Seongnam before going independent in early 2023. I work from a tiny home office in Seongsu-dong, Seoul, and I write this blog because the US K-beauty discourse is mostly recommendation lists. The formulation context that explains why things work is missing.

I have combination skin, mild rosacea on my cheeks, eczema-prone tendencies, and strong opinions about surfactants. I've been on the same Beplain cleansing line since 2022 because the formulation is boring in the right way (it doesn't flare my skin). I rotate through everything else.

I don't take sponsored posts. Brands don't pay me. If a product ends up in a roundup, it's because I've actually used it long enough to have an opinion.

DMs are open. I always read them, even when I don't respond fast.

— Yuna