Beauty Without Cruelty: Vera Oh Of VOESH New York On The Future of Ethical Cosmetics

An Interview With Wanda Malhotra

Maintain meticulous documentation for raw ingredients: Collect and file all necessary documents, including cruelty-free declarations, for every raw ingredient used in your products.

In an era where conscious consumerism is on the rise, the beauty industry is undergoing a significant transformation towards cruelty-free and ethical practices. This series aims to highlight and celebrate the brands and individuals who are at the forefront of this movement, showcasing their commitment to ethical sourcing, animal welfare, and sustainable production in the world of cosmetics. As a part of this series, I had the distinct pleasure of interviewing Vera Oh.

Vera Oh, CEO of Voesh New York, stands out in the beauty industry not only for her innovative approach but also for her unique journey from the tech sector to beauty care. Born in Seoul, Korea, Oh immigrated to the United States in 2006. Her career initially was not in cosmetics but in technology; she worked on electronic device design projects for prominent companies such as Samsung and Design Continuum. During this period, she developed a fondness for technical discussions on topics like Bluetooth chipsets and wireless charging.

Despite her success and engagement in the tech industry, Oh’s career took an unexpected turn following a routine visit to a salon. While there, she observed the lack of information and choices available to technicians regarding the products and chemicals they used. This experience sparked her resolve to improve the industry, leading her to pivot completely from tech to beauty. Her goal was clear: to create and provide more natural, ethical, and effective skincare products for both beauty professionals and consumers.

Under Oh’s leadership, Voesh New York has become known for prioritizing clean, vegan, and cruelty-free products. The company’s dedication to ethical practices in the beauty industry is evident in their product lines, which are designed not just to beautify but also to uphold standards of health and safety rarely emphasized in the industry.

Currently, Oh is spearheading an exciting new venture with the launch of Voesh’s first direct-to-consumer retail line. This line includes innovative skincare products that are both vegan and cruelty-free, coupled with tools for at-home lymphatic drainage massages. This method, traditionally performed by professionals, is acclaimed for its benefits like easing tension, reducing stress, and alleviating puffiness. By making these tools and techniques more accessible, Oh hopes to empower individuals to incorporate wellness and self-care into their daily routines effectively.

Oh’s transition from a tech-savvy professional to a beauty industry innovator is not just a career change but a bold move to redefine beauty standards and practices. Her journey reflects a deep-seated commitment to consumer health and ethical responsibility, setting a new benchmark for what leadership in the beauty industry can look like.

Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?

Thank you so much for having me! I’m Vera Oh, currently serving as the CEO of Voesh New York. Originally from Seoul, Korea, I immigrated to the US in 2006. Before delving into the beauty industry, I worked for Samsung and Design Continuum on various electronic device design projects. I truly loved industry and sometimes I found myself enjoying the conversations about Bluetooth chipsets and wireless charging methods. Some of my old friends still wonder why I ventured into the beauty business, given my lack of prior connection to the industry. However, my journey into beauty began with a simple decision. During a visit to a salon for a pedicure, I noticed a lack of information and product options among technicians regarding the beauty products and chemicals they were handling and applying to their clients. This moment ignited a passion within me to provide natural, cleaner, ethical, and yet effective skincare options for beauty professionals and consumers alike.

Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?

In the fall of 2013, my partner Joseph and I found ourselves at a crossroads. We had invested all our savings into developing innovative pedicure products only to face the reality of limited customers and the onset of chilly weather in New York, which dampened the demand for pedicures. One particularly cold morning, Joseph told me ‘Give me a week. I need to find a place where snow never falls.’ With that statement, Joseph made his way to Florida with a trunk full of samples and a head full of determination and he stopped by every state and every beauty supply store he possibly could. Along the way, he met people and made connections with respectful people who couldn’t be more excited about our products and believed us and were willing to help us. That’s how we could start distributing our products to all states, not just locally. We couldn’t agree more about the famous quote “when one door closes, another door opens”. The key takeaway from this story is not to give up too early. Instead, look for another door that may lead you to a larger world you never imagined.

You are a successful leader. Which three-character traits do you think were most instrumental to your success? Can you please share a story or example for each?

As for the three-character traits instrumental to our success, I would highlight communication, learning agility and an ever-evolving mindset which are crucial for the current business environment.

Communication: In today’s hybrid work environment, efficient communication is absolutely critical for team success. With team members spread across different locations and possibly working different schedules, ensuring effective communication becomes more challenging yet more essential than ever before. In addition to the communication tools such as project management platforms or messaging apps, leaders must set regular touchpoints with teams to provide information as much as possible to ensure everyone is on the same page. By prioritizing communication (including information sharing) in the hybrid work environment, organizations can enhance collaboration, boost productivity and achieve their goals more effectively.

Learning agility: This means having the courage to try new things and learn from both successes and failures. In today’s fast-paced world, adapting quickly to new technologies and trends is crucial. As a leader, I actively seek opportunities for continuous learning, whether it’s through online courses or industry events. But learning agility isn’t just about acquiring knowledge, it’s about applying it in real-world situations and being willing to fail in order to grow. By embracing a growth mindset and staying open to new ideas, I empower myself and my team to navigate change with confidence and resilience.

Ever-Evolving Mindset: In today’s dynamic business environment, success requires more than just staying ahead of the competition, it requires a willingness to challenge the status quo and embrace change. An ever-evolving mindset allows me to approach problems and opportunities with curiosity, creativity and flexibility. Rather than being bound by conventional thinking or past successes, I encourage my team to adopt a growth mindset, constantly seeking out new ways to innovate and improve.

Are you working on any exciting new projects now? How do you think that might help people?

Currently, we’re excited to announce the launch of our new retail line to consumers featuring two major vegan, clean and cruelty free skincare lines combined with lymphatic drainage massage at home. With proper education, people can give themselves lymphatic drainage massages to ease tension, release stress, debloat and depuff. Our aim is to make these benefits accessible to a wider audience.

Now let’s shift to the main focus of our interview. What inspired you to embrace cruelty-free and ethical practices in the cosmetics industry, and how has this commitment shaped your brand’s philosophy?

The inspiration behind embracing cruelty-free and ethical practices in the cosmetics industry stemmed from a deep dive into understanding cosmetic laws, ingredients, testing methods and their impacts on human health and animal rights. Delving further into the realms of medical and food industries, I was taken aback by the lax regulations governing cosmetics and ongoing tests on relatively new chemicals. My exploration extended to insights into the microbiome’s influence on skin and mental health which is also related to many food ingredients. While the direct correlation to skincare remains unproven, the ethos became clear: if there’s a way to avoid potentially harmful ingredients, we must.

Thus, our brand was born, committed to utilizing 100% vegan, cruelty-free and ethically sourced ingredients by removing more than 2000 potentially harmful ingredients.
Our definition of “cruelty-free” goes beyond mere absence of animal testing — it encompasses a broader spectrum, excluding any animal-derived ingredients. While navigating the regulatory landscape as a small company posed challenges in documenting cruelty-free practices, the enactment of EU Cosmetics Regulation (EC) No 1223/2009 provided a beacon of clarity. This regulation, banning animal testing for cosmetics in the EU since 2013, facilitated our journey towards cruelty-free formulations. Here, despite the absence of enacted legislation like the Humane Cosmetics Act yet, the landscape for cruelty-free cosmetics has become more navigable. Since our inception, we’ve remained steadfast in our commitment to being a vegan and cruelty-free brand advocating for ethical practices that prioritize human health and animal rights. In an era where animal testing is increasingly deemed unnecessary, my hope is for the entire beauty industry to embrace this commitment, recognizing the alternative safety testing methods available that do not harm animals.

How do you ensure that your products meet both ethical standards and consumer expectations for quality and performance?

Ensuring our products meet both ethical standards and consumer expectations for quality and performance is not compromised. Quality and performance are determined by the efficacy of our products which we rigorously assess during the development process. We meticulously analyze the raw ingredients, their sources and the treatment processes to ensure optimal efficacy and quality. Additionally, we rely on various human skin test reports to validate the safety and efficacy of our formulations. However, upholding ethical standards presents its own challenges. Ethical considerations, while integral to our brand identity, are often hidden from consumers and can result in higher production costs and additional workload to our development team. Despite these challenges, maintaining our ethical practices without compromise is essential to our brand’s integrity and long-term success. By prioritizing ethical sourcing, manufacturing and testing processes, we aim to not only meet but exceed consumer expectations for both quality and ethical standards.

Can you share a challenge you faced while transitioning to or maintaining cruelty-free practices and how you overcame it?

Maintaining cruelty-free practices posed a significant challenge for us. Our commitment to cruelty-free extended beyond simply avoiding animal testing to encompass using vegan formulas and ensuring that all raw materials and manufacturing methods upheld ethical standards. However, this led to higher manufacturing costs, as some inexpensive manufacturers couldn’t provide the necessary proof of ethical practices for every step of the manufacturing process. Despite the increased costs, we were determined to remain accessible to a wider audience. To achieve this balance, we streamlined our internal expenses and reduced extravagant marketing budgets. By prioritizing our commitment to cruelty-free practices while also maintaining affordability, we overcame this challenge and stayed true to our brand’s values.

In your opinion, what are the biggest misconceptions about cruelty-free and ethical cosmetics, and how do you address these in your marketing and education efforts?

When it comes to cruelty-free and ethical cosmetics, there are several common misconceptions that need addressing. First, there’s a misunderstanding regarding the legal definition set by the European Cosmetic law. While this legislation prohibits animal testing for cosmetics, some companies, including ours, take additional steps by ensuring vegan formulations. However, it’s important to note that the true essence of “cruelty-free” lies in the prohibition of animal testing. Another misconception is that cruelty-free applies only to the final product. In reality, it extends to all levels of the formula, including raw ingredients. Additionally, there’s a misconception surrounding China’s stance on cruelty-free cosmetics. While there have been updates to their animal testing laws since 2021, it’s important to note that not all cosmetics are exempt. Animal testing may still be required for products marketed in China with claims of new efficacy, new cosmetic ingredients or those targeted at children.

Based on your research or experience, can you please share your “5 Things You Need to Create a Successful Cruelty-Free Brand”?

To establish a successful cruelty-free brand, it’s essential to prioritize certain key elements. Here are five crucial factors based on our experience:

1. Collaborate with reputable labs and manufacturers: Partner with CGMP certified or ISO 22716 certified manufacturers known for their ability to provide proof of ethical practices, including cruelty-free production.
2. Maintain meticulous documentation for raw ingredients: Collect and file all necessary documents, including cruelty-free declarations, for every raw ingredient used in your products.
3. Once you develop your formula, test on humans not on animals: Instead of animal testing, opt for alternative methods such as in vitro testing, dermatologist assessments and more clinical tests to ensure product safety and efficacy. At our company, we conduct dermatologist tests for all our products, followed by thorough testing by 35–50 volunteers.
4. Seek certification from trustworthy organizations: Seek certification from reputable organizations such as PETA or Leaping Bunny to verify cruelty-free status. We have obtained PETA certification for both vegan and cruelty-free products. Additionally, PETA is actively involved in animal rescue and raising awareness for animal welfare.
5. Prioritize consumer education: Develop educational initiatives to raise awareness about the environmental impact of animal testing and the availability of alternative methods. Transparently disclose ingredient lists on product labels and educate consumers about the sourcing and production processes behind your products.

Looking ahead, how do you see the future of the beauty industry in terms of sustainability and ethical practices, and what role do you hope your brand will play in this evolution?

In envisioning the future of the beauty industry, I see a delightful shift towards sustainability and ethical practices on the horizon. The pandemic has taught us that Mother Nature and our well-being are inseparable dance partners. As a brand committed to ethical values, we are poised to pirouette into this evolving landscape, leading with grace and purpose. Our aim? To be the ethical beacon that lights the way for others in the industry.

You are a person of enormous influence. If you could start 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 spark a movement to maximize positive impact, it would center around the concept of cleanliness in every aspect of life. Picture a world where clean water flows freely for drinking, bathing and nourishing our plants. Imagine food untainted by harmful chemicals, offering genuine nourishment without compromising health. My vision is a clean Earth where even our furry companions can enjoy pure water and wholesome food. By championing cleanliness in all its forms, we pave the way for a healthier, more sustainable future for all.

What is the best way for our readers to continue to follow your work online?

For those interested in keeping up with my work, please connect with me on LinkedIn. Additionally, you can find updates and insights on our brand’s Instagram page. Feel free to follow these links to stay in the loop.

Vera Oh on LinkedIn — https://www.linkedin.com/in/vera-oh/

VOESH on Instagram — https://www.instagram.com/voeshny/

This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.

About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.