The YB Story

Hi, thanks for dropping by & welcome to the YB family.

YB began in early 2017 as a blog exploring Korean beauty from the bottom up — investigating everything from the acne-fighting routine of a Korean humanitarian in Kenya to the latest anti-aging ingredient making waves in the industry.

After a year of interviewing women and skincare experts across Korea, Kelly Jin began to write articles for Vogue Australia and decided there was a need for a stronger focus on Kbeauty's true heroes — the smaller natural skincare lines and the everyday women and girls.

And that's how YB began to curate and sell organic, boutique skincare brands cherished in Korea while continuing to show people a little slice of Seoul.