K-Beauty Superstar Alicia Yoon Fills Us In On What to ‘Add to Cart’ Now

When I say “Urban Decay,” you say “Naked Palette.” When I say “Yves Saint Laurent,” you say “Touche Eclat.” Not for nothing, it’s a game beauty junkies could easily play. But if you’ve just barely figured out the difference between an essence and an ampoule, then decoding the world of Korean skincare brands (there are estimated to be a cool 2,000) might seem a daunting task. Not to worry though, we’ve got curated picks from the coolest and most impressive K-beauty entrepreneurs. 

To say that Peach & Lily’s founder and CEO, Alicia Yoon, can do it all is practically an understatement. Before she was a Harvard Business School alum, Yoon spent a year studying skincare in aesthetician school after some impromptu party makeup she’d done herself got her noticed in the streets of Seoul. (And before that, she’d been a passionate competitive diver — but that’s another story). Yoon is also a patient wealth of knowledge (you may have seen her on QVC) who can help you achieve radiant skin via a series of expert questions and a few gentle taps at your skin. This knowledge is expertly funneled into Peach & Lily, where the product descriptions are incredibly informative.

Her brand (yes, brand ) Peach & Lily distributes to major U.S. retailers, and is setting the tone for American women shopping for Korean skincare — one Mizon All-In-One Snail Repair Cream at a time.

The site’s clean streamlined design makes it the “Vogue” of the group. Seriously, P&L has everything for your skin — plus your mom’s, your grandma’s, and grab something for your little sister from Peach Slices before you check out. Here, the must-buy products.