OJOOK, Founder & CEO Premium Oral Care
OJOOK
Youn Founded OJOOK, a premium natural oral care products inspired by eastern wellness philosophy. Brand is distributed through national retailers and featured for disrupting the sustainable oral care category by prominent media.
— PR & Media Feature: Headlined for luxury and sustainable oracare in Vogue, Men’s Health, Women’s Health, Forbes, Marie Claire, Buzzfeed, Vanity Fair, Healthline and more
— Product development: Invented Eastern wellness inspired care formula utilizing Korean bamboo salt and successfully introduced a premium brand featuring 10+ SKUs. OJOOK products, are distinguished by their unique blend of minimalism, sustainability, and restorative qualities.
— Brand strategy: Crafted a brand identity, visual guide, and Go-To-Market strategy that resonated with customers, positioning the brand as innovative, sustainable, and elevated. Directed creative aspects including package design, photography, and a distinctive unboxing experience, emphasizing strong visual messaging.
— Sales & Distribution: Merchandised by Nordstrom and Urban Outfitters group within 3 months of launching. Through proactive outreach, expanded wholesale distribution to over 50 locations, including holistic dental clinics in the U.S., Canada, Europe and Singapore.
— Marketing: Devised and executed a highly successful content strategy, utilizing newsletters, social media marketing & advertisement, PR, influencer collaborations, affiliate marketing, and Search Engine Optimization (SEO).
End-to-End
U.S. Go-To-Market Strategy
ReSaltZ Wellness
Natural Derma Project
The scope of this project was to launch ReSaltZ and NDP (Natural Derma Project) in the U.S. market and support both pre- and post-launch activities, setting each brand up for success—from website development to warehouse setup and beyond. The engagement has since expanded to include ongoing wholesale and DTC support, with Kontinuum Collective providing essential on-the-ground operational assistance.
Main deliverables included:
— Shopify Website: Create seamless shopping experience from website design to custom building
— Copywriting & Branding: Rewrote the entire product and branding copy to be best delivered in the U.S. Market
— Inventory planning and U.S. 3PL set-up: Help SKU / UPC set-up, importing initial inventory and warehouse visit to set-up for the fulfillment process
— U.S. targeted email marketing set-up using Klaviyo platform
— Pop-up store support as a ground force
— Develop PR / local launch strategy
— Retailer contact list & outreach plan
— Ongoing support as U.S. operational representative
Digital Transformation
Tana Chung Fine Jewelry
Led the end-to-end digital transformation of Tana Chung, converting a fully manual jewelry business into a scalable, digital-first luxury brand. The engagement focused on building the foundational systems required for growth - ranging from product architecture and e-commerce infrastructure to creative strategy and operational optimization, enabling long-term scalability and brand consistency.
Main deliverables included:
— Brand Digitization & Product Architecture: Defined product naming, SKU structure, and collection organization to enable e-commerce and operational scale.
— E-commerce Website Build: Built and launched a luxury e-commerce site, converting a manual sales process into a seamless digital experience.
— Full Product Photography: Directed full-collection product photography for consistent, high-quality digital and marketing assets.
— Creative Direction & Marketing Strategy: Established brand storytelling, visual direction, and go-to-market strategy.
— Content Strategy: Developed a cohesive content framework across web, social, and campaigns.
— SKU Rationalization & Inventory Optimization: Streamlined SKUs and inventory for operational clarity and scalability.
— Operational Workflow Structuring: Rebuilt manual workflows into scalable digital and operational systems.
Brand Overhaul & Channel Strategy
Meebak Seoul
The scope of this project was to redefine the brand foundation of Meebak Seoul for the U.S. market for all physical goods. Y-CO also helped executing physical product updates and retail channel partnerships.
Main deliverables included:
— Brand Manifesto: The manifesto takes the brand strategy and communication strategy and works it into the brand’s new voice, explaining why it exists and what it intends to do.
— Mood board/ proposal to engage external partners
— Brand Guide: New logo design, logo, colors, typography, photography reference
— Package redesign incorporating new visual
— Retailer contact list & outreach plan
