By  on June 17, 2015

Escalating interest in Korean beauty doesn’t surprise Alicia Yoon, the chief executive officer and founder of Peach and Lily Inc., a company that curates and distributes Korean and Japanese beauty brands to North America.

“The question we get the most is ‘why is Korea so innovative?’ Having amazing skin is linked to the culture. Inner skin is a big concept,” explained Yoon, who grew up in both New York City and Seoul. “It is all about keeping your skin healthy.”

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