Jinmin Lee’s journey began with a simple yet powerful question: “Why isn’t there effective skincare for sensitive skin?” Struggling with reactive and easily irritated skin, she was determined to create a solution where none existed.
The Discovery of Bulgarian Rose Oil
Her search for the perfect ingredient led her to Bulgaria, where she discovered the unparalleled purity of Bulgarian rose oil. Its soothing and restorative properties became the cornerstone of her vision.
Building ISOI
In 2009, Jinmin founded ISOI with a clear mission: to deliver safe, clean botanical skincare solutions for sensitive skin. Each product is crafted with premium botanicals to support skin’s natural resilience.
A Market Leader in Korea
ISOI quickly became a leader in the Korean skincare market. Its flagship product, the Blemish Care Serum, held the #1 spot in Olive Young for 9 consecutive years, solidifying ISOI as a trusted name in clean beauty.
Expanding the Vision to the U.S.
After achieving significant success in Korea, Jinmin set her sights on the U.S. market, determined to bring ISOI’s transformative products to a global audience. Her vision was simple yet ambitious: to help people everywhere feel confident in their skin.
The Future of Clean Beauty
Today, ISOI continues to innovate while staying true to its founding philosophy. Every product is crafted with care, sustainability, and ethics in mind. Experience the future of clean beauty with ISOI.
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