Alice Sung Kim Of unplain: Five Things You Need To Know To Succeed In The Modern Beauty Industry
Brand Story: Your brand’s narrative should resonate with your audience on a deeper level. A compelling story can create emotional connections, turning customers into brand advocates. Positioning your brand around themes like self-empowerment and individuality, as unplain does, can help differentiate you from competitors.
As a part of our series about “Five Things You Need To Know To Succeed In The Modern Beauty Industry”, I had the pleasure of interviewing Alice Sung Kim.
Alice Sung is a Creative Director, Designer and Founder of unplain with over 11 years of experience specializing in helping brands, from startups to established names, create functional and impactful experiences across multiple touchpoints. She excels at weaving a brand’s story into its visual identity, ensuring a cohesive and memorable presence. As the Founder of unplain, a clean beauty skincare brand, Alice’s approach is rooted in firsthand experience, a deep understanding of diverse markets, and a commitment to crafting holistic, memorable brand experiences backed by solid insights.
Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?
Design has been a constant thread throughout my life, even before I realized it. Whether it was customizing my MySpace page or crafting company emails for my retail job, I was always drawn to the creative process. Initially, I pursued a major in fashion design, but a graphic design class in college became a turning point. It was in that class that I discovered the power of digital design. That class opened my eyes to the endless possibilities in the digital world and set me on the path to the career I have today.
Can you share the most interesting story that happened to you since you began your career?
Rebranding is vital, both for brands and individuals. After college, I felt confined by the portfolio I had built under the constraints of what was considered “marketable.” So, I decided to create projects for myself, doing things the way I envisioned. This approach generated attention on Behance and opened doors to the jobs and clients I had always aspired to work with. This experience taught me the importance of staying true to my creative instincts, a lesson that has shaped my career ever since.
Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Are there takeaways or lessons that others can learn from that?
The turning point in my career happened when I realized the importance of understanding and professionalism. Many of my clients came through a network of friends and founders I had worked with, and I quickly recognized that maintaining strong relationships was essential. Even when faced with challenging clients, while standing your ground, it’s important to focus on putting out the fire. This approach led to more referrals and long-term success. The lesson here is simple: treating others with respect and professionalism can open doors and build a solid foundation for your career.
None of us are able to achieve success without some help along the way. Is there a particular person to whom you are grateful who helped get you to where you are? Can you share a story about that?
I’m especially grateful to Jhoanna, a friend and colleague who has been a key influence in my journey. While working with her at Willa Agency, I had the opportunity to collaborate with amazing brands and broaden my expertise across different markets, especially in beauty. Her determination in securing high-profile projects and her commitment to the agency not only enriched my experience but also opened doors to private clients and expanded my professional network. Through these connections, I was able to meet people who ultimately helped me launch my own brand, unplain.
Ok super. Let’s now shift to the main part of our discussion. The global beauty industry today has grown to more than a half a trillion dollar business. Can you tell us about the innovations that you are bringing to the industry? How do you think that will help people?
At unplain, we’re introducing several key innovations to the skincare industry. Our products feature globally sourced, patented, and unique ingredients that are not typically found in U.S. skincare. These ingredients are highly effective in promoting skin health, making our formulations uniquely powerful. Additionally, our products are designed to work synergistically, with probiotics and prebiotics balancing the skin. The exfoliating pad prepares your skin, enhancing the absorption and effectiveness of the oil, delivering optimal skin health in a simple routine that ensures you get the best results.
Can you share 3 things that most excite you about the modern beauty industry?
Diversity and Choice: I’m excited by the diversity and abundance of choices available today. It’s empowering that people can find what truly works for them rather than being limited to a few options or told what’s best.
Innovation: With the wealth of knowledge we have now, we’re able to craft new, effective formulas that cater to the diverse needs of individuals. As we are unlike the others, we recognize that there’s no one-size-fits-all solution in beauty, and innovation allows us to create products that resonate with each unique person.
Sustainability: The industry’s growing focus on sustainability excites me. From eco-friendly packaging to clean, ethically sourced ingredients, we’re moving towards a more conscious approach that respects both our bodies and the planet.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to improve the industry, what would you suggest?
Trend-Driven: The beauty industry is heavily influenced by trends often created by the media, leading to practices or products that may lack scientific backing. I would encourage consumers to critically assess trends rather than blindly follow them by doing more in depth research.
Dupe Culture: The rise of dupe culture, where more affordable alternatives to pricier products are promoted, can be concerning. While it offers affordable alternatives to high-end products, it can also lead to the use of ingredients that may not be as safe or effective. It’s important for consumers to be well-informed about the ingredients in these alternatives, ensuring that they don’t compromise on quality or safety. Making educated choices helps avoid potential harm while still benefiting from cost-effective options.
Honesty: Flashy marketing can sometimes overshadow actual product efficacy. Transparency is crucial to ensure consumers make informed decisions.
You are an expert about beauty. Can you share a few ideas that anyone can use “to feel beautiful”?
If you’re not feeling great, try something simple to change your mood. It doesn’t have to be materialistic or vain — maybe put on your favorite earrings, a favorite outfit, or even learn a funny dance routine on YouTube. These small acts of self-care can help shift your mindset. Positive affirmations are powerful; the only person who truly defines your beauty is you, and sometimes the harshest critic is yourself, so be kind to yourself.
You’re the main character in your life. You write your own story, and life is all about growing and learning. If today sucked, you have tomorrow. The beauty lies in the journey, and you are in charge of that. Embrace that your story is special and you don’t need to compare yourself to anyone else.
Take ordinary moments to be present — enjoy a quiet morning, listen to birds chirping, or even the sound of a firetruck rushing by; all of it is special in its own way. Celebrate even the small achievements, making your bed, doing laundry, people sending you laughing emoji on slack, even order delivered email notifications. It’s not that deep!
Based on your experience and success, Can you please share “Five Things You Need To Know To Succeed In The Modern Beauty Industry”?
Unique Selling Point (USP): To stand out in a competitive market, continuously strive to stand out. This could be through unique formulations, ingredients, brand story or sustainable practices. unplain uses globally sourced, patented ingredients rarely found in U.S. skincare, ensuring our products resonate with modern consumers. Our commitment to value is also reflected in the larger product sizes, with 50ml oil and 60 pads, providing a greater return on investment. unplain’s approach combines efficacy, sustainability, and consumer-focused benefits, making it a standout in the skincare industry.
Brand Story: Your brand’s narrative should resonate with your audience on a deeper level. A compelling story can create emotional connections, turning customers into brand advocates. Positioning your brand around themes like self-empowerment and individuality, as unplain does, can help differentiate you from competitors.
Authenticity: In a crowded market, staying real and transparent is crucial. We avoid overly photoshopped images and high-profile models, focusing instead on genuine experiences. At Unplain, we aim to use models who have genuinely used our products over time, not just for a photoshoot. We back our products with real data and create a brand story that people can relate to, rather than presenting an unattainable ideal. Our goal is for customers to see themselves in our brand, not as something to aspire to.
Education: In today’s beauty industry, access to information is abundant, making it essential to educate yourself and your audience. At Unplain, we are currently working to prioritize initiatives like collaborating with dermatologists to share valuable skin health knowledge. This approach empowers our customers to make informed decisions that align with their unique needs, ensuring they have the confidence to choose products that truly benefit their skin.
Data-Driven Decisions: Back up your claims with data. Provide consumers with the knowledge they need to make informed choices.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
If I could inspire a movement, it would align closely with unplain’s belief in embracing individuality and fostering understanding. This movement would encourage people to look beyond surface-level differences and appreciate the unique stories and journeys that each person brings. In a world full of diverse perspectives, it’s easy to fall into seeing things as black and white. By valuing diversity of thought and being compassionate, we can help people feel confident in their own skin.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
You reap what you sow.
This quote resonates deeply with me because it emphasizes the importance of actions and their consequences. I’ve learned that the commitment and effort you invest in your life, whether in relationships, work, or personal growth, directly influence the outcomes you experience. It has taught me that if you want something to happen, you need to put in the effort to make it a reality. This principle has guided me to be mindful and intention in everything I do, understanding that all actions are interconnected.
How can our readers follow you online? You can follow us on Instagram at @unplainofficial
Thank you so much for joining us. This was very inspirational.
