“Healthy skin begins with inner health.” This single sentence encapsulates the lifelong philosophy and scientific perspective of Yunha Choi, CEO of YUNACOS and widely recognized as a pioneer in Korea’s natural and holistic cosmetic science field.
For more than 25 years, Yunha Choi has consistently practiced the belief that beauty is not something perfected through surface-level skincare techniques alone. Rather, it naturally emerges from inner balance, vitality, and harmony between the body and mind. To her, true beauty is not an artificial illusion, but the visible outcome of a healthy, well-balanced life.
Through years of research and hands-on industry experience, Yunha Choi clearly recognized the limitations of the conventional cosmetics industry. She questioned the overreliance on short-term results and aggressive functional claims, becoming convinced that a deeper, more integrated approach—one that understands the skin as part of the entire human system—was essential.
This awareness led to the founding of YUNACOS. The brand goes beyond conventional topical cosmetics, positioning itself as a holistic beauty brand that connects inner health with outer beauty. At its core is a perspective that views the skin not as an isolated organ, but as one intrinsically linked to overall physical and emotional well-being.
By harmonizing scientific evidence with a naturalistic philosophy, Yunha Choi presents a new skincare paradigm aligned with the realities of modern lifestyles—one that prioritizes long-term balance over instant but fleeting effects.
Yunha Choi’s work extends far beyond company management. As an expert deeply committed to the sustainable growth of the industry, she has actively engaged in education and talent development. Through years of lectures and training programs, she has shared professional knowledge and sound perspectives with aspiring beauty professionals, contributing to the expansion of the natural and holistic beauty sector.
Her teaching style is particularly well regarded for its clarity and accessibility. Rather than delivering complex theories in an academic manner, she draws from real-world experience to provide practical, easy-to-understand explanations—allowing even newcomers to the beauty industry to approach the field with confidence.
At the same time, Yunha Choi has made a deliberate effort to bridge the gap between expertise and the public. As both a researcher and business leader, she has actively engaged with media through interviews, public talks, and appearances, cultivating an image as an approachable beauty expert and a trusted mentor in natural wellness.
She emphasizes everyday, achievable practices over complicated theories, encouraging people to see beauty and health not as exclusive domains reserved for specialists, but as an integral and attainable part of daily life. This approachable communication style has become a key foundation of trust between YUNACOS and its consumers.
Under Yunha Choi’s leadership, YUNACOS prioritizes sustainable beauty over short-lived trends. By focusing on restoring inner balance and allowing improvements in skin health and overall quality of life to follow naturally, the brand offers a distinctly differentiated value in today’s fast-paced, consumption-driven beauty market.
As Yunha Choi often says, beauty is not completed by what we apply to the skin—it reveals itself when life as a whole becomes healthier.
A leader who embodies expertise, authenticity, and meaningful communication, YUNACOS and CEO Yunha Choi are steadily and thoughtfully shaping a new standard of beauty within Korea’s small and medium-sized cosmetics industry.
▲ YUNACOS
▲ YUNHA CHOI CIVET MUSK PILL
▲ CEO YUNHA CHOI
▲ www.manomani.co.kr
▲ puremade@daum.net
SALLY LEE
US ASIA JOURNAL
