Many skin care products claim to be natural, but none are as natural as those of Oxygen of The Day (OOTD), a Korean skincare company that offers top-of-the-line vegan skincare products. An instant success, OOTD Beauty hopes that its products will one day be like oxygen, “something we consume daily that is so natural to us but is also an essential element in our life.”
OOTD Beauty is the brainchild of Hyein “Hellen” Choo, a design expert who was born in Korea, raised in the UK, and attended the Rhode Island School of Design, earning a BA in industrial design, an MA in design management, and a PhD in design theory. Upon graduating 15 years ago at the age of 26, she began offering branding and packaging design for cosmetics companies and food businesses, but her company eventually decided to move into the cosmetics field.
“After seeing our clients successfully launch their brand and products into the market, we decided to pivot and start making our own brand of cosmetics.” The company was an instant success. She explains, “Now we have 3 in-house brands with more than 75 products distributing our goods to major retail channels in 25 countries.”
Product testing is a critical component of OOTD’s success. They go to great lengths and spend large sums of money testing all their products for functionality. Hence, they have garnered an outstanding reputation for their superior functionality.
But that is not all they are known for Hellen Choo explains, “Other than functionality, our brand is also known for its unique and gen-z style product design and branding that is fun and vibrant. Whereas other Derma brands can be quite simple and scientific looking, we have added young pastel themed colors for different functions to make it look more welcoming and approachable for the younger generation.”
This combination of proven functionality and superior design has been recognized across the globe. OOTD Beauty has received the IF Global Design Award and the National Design Contribution Award from the Ministry of Trade, Industry & Energy.
OOTD Beauty has also been named App Glow Pick’s no.1 eye cream winner, Korea’s no.1 cosmetics brand, App Glow Pick’s winner in the “Clean Beauty” category, Amazon’s choice for eye serums and sheet masks, and currently ranks in the top 10 on Amazon USA for face sheet masks.
All of this has translated into massive sales. OOTD has sold over 7 million products in a year. Their products are sold at Macy’s and nearly 2000 brick-and-mortar stores worldwide, including 120 Guardian stores in Vietnam. Recently, their products have moved into India. Additionally, the company is a top seller on Amazon and a viral sensation on TikTok.
With a December launch imminent, the company expects to reach new sales heights as its unique products continue to revolutionize the cosmetics industry with clean, sustainable, and vegan options.
Harper’s Bazaar Vietnam
