At HYEJA, the brand's philosophy is rooted in the belief that beauty lies in embracing imperfections. Guided by the values of love and grace, HYEJA expresses a unique skincare perspective that combines the power of Korean Herbal Formula with modern science. The brand prioritizes clean, non-toxic formulas utilizing gentle, yet effective, vegan ingredients. Striving for true beauty, HYEJA believes in the perfect harmony between natural and synthetic formulations. HYEJA is more than a skincare brand; it represents a philosophy of love for oneself, others, and the environment.

The founder of HYEJA Skincare, Richie, brings a wealth of knowledge and experience to the brand. Growing up in a family deeply involved in the Korean beauty industry, Richie developed a passion for skincare. Inspired by personal struggles with chronic cystic acne, Richie embarked on a journey to create a unique skincare philosophy that combines Korean herbal formula with a modern approach. With a deep understanding of the importance of balance and gentle ingredients, Richie's vision for HYEJA is to offer skincare solutions that are effective, inclusive, and rooted in love for oneself and the environment.