Written by Beauty Brief founders, Bethany Paris Ramsay & Shiri Feldman
The body category has certainly experienced a boom over the last four years. Between the Pandemic’s forced pause, a newfound desire to prioritize self-care, and the skincare space exploding, it only makes sense that brands began to encourage consumers to reevaluate the ways in which they were taking care of all of themselves.
This convergence of beauty and wellness paired with the long overdue need to care for oneself more holistically, whether it be mental health, physical fitness, or developing a body care ritual beyond the spa, has made the body category an exciting one to watch.
But as consultants and beauty editors with access to a whole lot of different body products, more often than not, we’re left moisturized without any other real impact.
That is, until LILIS came along.
Immediately drawn in by the highly artistic yet minimal black and white aesthetic on the brand’s grid (our first introduction) we wanted to know more.
And if you know us, we got more and we’re ready to share that with you.
Launched in 2024, LILIS is founded by Helen Shin, a gifted ad exec turned equally gifted entrepreneur.
“The skin is our largest organ and our body makes the most of it. I want people to feel happy in their skin and also feel more luxurious while they’re taking care of it,” Shin explains.
Using the satisfying (and trademarked) tagline: “For Your Skin Below Your Chin,” the founder focuses on creating products that are not only luxe, but also incredibly efficacious.
LILIS has launched with its Korean Body Resurfacing duo, retailing at $180 for the bundle and available in both scented and fragrance-free options.
Korean Body Resurfacing™ is inspired by the traditional Korean bathing ritual, Seshin, combined with modern Korean skincare innovation.
The founder shares that “Seshin uses an exfoliating mitt, usually in green or pink, to vigorously remove dead skin cells and impurities, revealing fresh skin underneath. While this method provides instant gratification, modern Korean dermatologists warn that it can cause more harm than good by over-exfoliating and creating microtears ruining your skin barrier, which can accelerate skin aging.”
Shin’s goal with her LILIS product development process was to ultimately capture the highly sought after benefits of the tradition, while incorporating advanced skincare science. Her Korean Body Resurfacing pair is formulated with ingredients that help to promote cell turnover and stimulate our skin’s collagen synthesis.
Step 1 in the LILIS routine. Think of this product as an exfoliating mitt in a bottle. The Instant Peel is a gentle exfoliant, similar to what we’d use on our faces, that’s massaged onto the body as it (literally) rolls away dead skin cells. If you’re an instant gratification person, this one will definitely satisfy you.
Much of the brand is inspired by its founder’s mother, which we’ll share more about in a bit. It was essential for Shin to formulate a moisturizer for her line that she’d actually want to use. We get it. Moisturizers can be annoying, leaving a slick or sticky coating on our skin with what feels like excessive product that’s never fully absorbed.
“Firming Serum is formulated to absorb deeply into your skin and hydrate. Korean skincare is all about hydration and the maintenance of it. Our Firming Serum is like a Korean face serum for your body,” Shin says.
All products in the LILIS portfolio have been meticulously formulated to encourage cell turnover and stimulate collagen synthesis.
“We bring Korean ingredients to body care like Lactobacillus Ferment, Gojiberry Kombu, and Artemisia Princeps Extract to help you achieve your most soft, radiant body skin,” the founder adds.
Our Experience at Beauty Brief HQ
Highly positive. What’s most notable about using both of the products in the LILIS lineup is the combination of effectiveness with gentleness. We’ve been a bit conditioned to think that anything that actually works needs to be abrasive and rough, especially on our bodies, but this simply isn’t the case.
We got to try both the fragrance-free and beautifully scented Slow Blink versions of the duo and enjoyed both experiences. While it’s important and savvy to have scent-free options for any product that goes on skin, we really loved the Slow Blink profile and find that it added to the ritual of it all.
Our favorite part by far was how satisfying it was to be able to see the products working in real time. How often do we really get to say that?
The LILIS Inspiration
“LILIS was inspired by my best friend, the most luxurious woman in my life: my mom,” Shin says.
The brand founder was born in Korea, but grew up in a variety of places including Seoul, California, Toronto, and New Delhi.
“As a Korean my mom taught me about skincare early on. Toner, lotion, cream, and SPF was a given, but I also was taught [about] body care. My mom was born with a rare atopic dermatitis on her body, so in every country we went to, she would buy all kinds of body care as she wanted a solution that isn’t steroid based,” she shares.
Shin’s world came to an abrupt stop when her mother was diagnosed with non-smokers lung cancer and in 2022, she had to undergo major surgery.
“Before heading to the hospital at 8am, she woke up at around 4am to exfoliate her body with a traditional Korean exfoliating mitt for hours… in a steamy hot shower, as she was embarrassed to show her skin to the surgeons. The sound of her exfoliating her body was nothing new, but this felt different… I couldn’t imagine how she was feeling and even breathing in a steamy shower, laboriously exfoliating,” the founder explains.
It was in the waiting room during the surgery that followed that Shin decided she would create a body care line so that her mother would never have to go through this again.
Brand Aesthetic & Development
Shin's vision for LILIS is deeply rooted in Korean art and culture, while also embracing a global perspective. "I am inspired by works of art from the Joseon Dynasty (1392-1910), especially the Moon Jar," Shin explains. "There is a form of simplicity in its line and color but such elegance. The color is white, but you can experience the pure delicateness when you look closely."
This aesthetic inspiration is beautifully translated into LILIS's packaging and overall brand presentation. Shin aimed to capture the essence of Korean elegance while creating products that appeal to a diverse, global audience.
The development of LILIS took approximately 2-3 years from concept to launch. Shin's process involved extensive market research, including bringing traditional Korean exfoliating mitts and pre-exfoliating soap to America. She visited college campuses and the streets of New York City to learn about people's body care routines and preferences, incorporating these insights into the creation of LILIS.
Balancing Luxury & Efficacy
One of the main challenges Shin faced was creating body care products that were both luxurious and effective. She noticed a gap in the market where luxurious products often lacked efficacy, while effective products were often associated with skin issues.
To achieve this balance, LILIS focuses on three key areas:
Formulation: The products blend high-performance ingredients like Arbutus, Bakuchiol, Lactobacillus Ferment, Gojiberry Kombu, and Artemisia Princeps Extract. These ingredients promote cell turnover, stimulate collagen synthesis, and enhance overall skin health.
Experience: LILIS aims to redefine body exfoliation. The Instant Peel, for example, features a gel texture that glides smoothly onto the body, providing a gentle massage experience. The products are scented with Slow Blink, a light amber, sandalwood, and musk vanilla-based fragrance, enhancing the sensorial aspect of the routine.
Design and Presentation: The packaging draws inspiration from the Korean Baekja Moon Jar, embodying simplicity, purity, and delicate formation. Shin wanted to bring luxury to body care products both in and out of the shower.
Early Success & Future Plans
Despite being a new brand, LILIS has already garnered significant interest from retailers and consumers. Shin has participated in pop-up events, giving her the opportunity to connect directly with customers and share her story. These interactions have led to meaningful connections, with many consumers relating to Shin's personal narrative.
In response to interest from estheticians, Shin launched The LILIS Treatment, partnering with skincare professionals nationwide to incorporate LILIS products into their services. This collaboration has helped educate clients about body care and expand the brand's reach.
Shin's background in advertising has proved invaluable in founding LILIS. Her experience in creative direction and brand strategy has informed her approach to marketing and product development. She even collaborated with renowned photographer Matthew Chaves to bring her visual vision to life.
As LILIS continues to grow, Shin remains focused on her original inspiration: her mother. She shares a touching anecdote about her mother's newfound confidence in wearing t-shirts and showing her elbows, a testament to the effectiveness of LILIS products! For Shin, these personal success stories are the most fulfilling aspect of launching her brand.
With its unique blend of Korean skincare innovation, luxury, and efficacy, LILIS is poised to make a significant impact in the body care market, offering consumers a new way to care for and celebrate their skin.
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