Once a company that specialized in importing and distributing king crabs, RYUWON Trading is now venturing into the beauty industry with a new vision. During the COVID-19 pandemic, CEO Jiho Yu discovered new ways to connect with consumers through home shopping and realized that “there are countless ways to bring joy to people.” After three years of preparation, RYUWON has launched its first skincare brand, “Miareum.”
RYUWON’s brand philosophy is simple yet powerful:
“What is Korean is the most global.”
Inspired by this belief, CEO Jiho Yu set out to reinterpret Korean sentiment and aesthetics in a modern way — creating a natural skincare brand that can resonate with the global market. Miareum is not about simply recreating tradition; it’s about harmonizing nature and technology, emotion and practicality in one holistic skincare line.
At the heart of Miareum lies rice — an ingredient deeply rooted in Korean culture and beauty rituals. For centuries, Korean women used rice water to cleanse and brighten their skin, a timeless practice that embodies purity and simplicity. Miareum reimagines this traditional ingredient through advanced skincare science, transforming it into a modern formula that restores the skin’s natural health and balance.
While many skincare brands highlight rice as a key ingredient, CEO Jiho Yu believes that Miareum offers a clear point of differentiation. “We’re not following trends for the sake of tradition. Our goal is to capture the essence of Korean sentiment and reinterpret it with modern sophistication — expressing the full value of nature in the process.”
The cornerstone of Miareum’s product development is naturalism.
“No matter how advanced skincare technology becomes,” CEO Jiho Yu emphasizes, “the ultimate message should always be about skin health and safety. The harmony between technology and nature will define the future of our brand.”
Miareum products are designed with transparency and trust in mind — all ingredients are fully disclosed, and the formulations are safe even for sensitive skin. This commitment stems from CEO Jiho YU’s personal experience. “Back in college, a friend of mine developed a severe skin reaction after using an expensive foreign cosmetic product. That’s when I realized that even luxury doesn’t guarantee safety for sensitive skin. I wanted to create skincare that anyone could use comfortably and confidently.”
The name “Miareum” carries the meaning “I am beautiful” or “I am most beautiful when I am myself.” It represents more than just a slogan — it reflects the brand’s core message to consumers: to rediscover their own authentic beauty through Korean tradition. Rather than chasing fleeting trends, Miareum encourages a journey toward genuine self-appreciation and timeless beauty.
As CEO Jiho Yu puts it, “I hope that people who use our products will not only find good skincare but also rediscover the value of Korean beauty and learn to love themselves just as they are.”
With Miareum, RYUWON Trading introduces a new direction for Korean natural skincare — one that unites traditional aesthetics with modern innovation. Infused with the warmth and sincerity of rice, Miareum awakens the skin’s natural vitality. This is the essence of Korean beauty that Miareum seeks to share with the world.
▲ RYUWON
▲ MIAREUM
▲ CEO JIHO YU
▲ www.miareum.co.kr
▲ ryuwon8700@gmail.com
SALLY LEE
US ASIA JOURNAL
