THE FOUNDER’S NOTE

After testing, selecting, and comparing thousands of beauty products, the founder of SOOYA kept returning to one simple question.

'Why do certain scents stay in our memory for so long?'

Like the scent of flowers lingering after summer rain, or traces of evening primrose drifting through night air, fragrance often preserves the atmosphere of a moment long after it passes. SOOYA began with that thought.

Founder Yeongju Lee, a former beauty editor, spent years closely observing the evolution of K-beauty through product testing, campaigns, and editorial storytelling. With a major in Interior design & Art History, she began viewing beauty not simply as products, but as an experience shaped by color, texture, objects, space, and memory.

At the same time, her mother - a veteran hair designer of several decades - spent years creating beauty from the closest distance to everyday life. One documented trends and sensory culture. The other shaped beauty through touch, hair, and human routine. SOOYA was born where those two perspectives met.

The founder’s active lifestyle, from training to running and weightlifting, swimming,
also shaped the philosophy behind the brand. She wanted fragrance that could be worn effortlessly throughout movement and daily life - something softer, lighter, and closer to the skin.

Like air that quietly lingers after fragrance fades,
SOOYA creates scent that becomes part of the rhythm of your day.