Born in Seoul but raised in California, Judy Kim returned to her homeland and noticed a huge gap between how Korean Beauty was being portrayed outside of Korea and how it really was. As a result, her and a team of multinational contributors created an online magazine called Soak Lifestyle to deliver up-to-date, fresh, and most importantly, honest and accurate reviews and information on various Korean products and trends. In 2021, Soak launched Soak Beauty, to share carefully curated premium Korean skincare sets at affordable prices for all. Our mission and values are the following: Authentic to Korea - Representing Korea’s best of the best in beauty to the rest of the world. Narratives of Korean Beauty have been narrow - Soak aims to present a true perspective and insider’s look on what is trending in the Korean market. Honesty & Fairness - As a prominent leader in the beauty industry, Korea’s superior technology, formulation, and innovation in skincare is constantly advancing with proven products worthy of recognition. We seek to inform, curate, and provide the best products for the best prices. Female Empowerment - With double standards still gaining momentum in the seemingly liberal society, women are in need of a safe space facilitating important conversations that would help shift the narrative of gender-induced bias in the long term. Soak aims to become that zero-judgement platform with female empowerment at its core.