1. Tell us about Tobeweird.

Tobeweird presents an eco-friendly cosmetics brand embodying supreme Korean beauty with 100% vegan products. We incorporate traditional Korean elements into each of our products to reflect our national identity. Our target audience includes vegan lifestyle enthusiasts, ethical/value consumers, international tourists, etc.

2. What motivated you to create the Joseon Cheoma Lip & Cheek Balm?

When looking at K-BEAUTY, we found that it was mainly focused on specific products such as mask packs and cushion foundations, or targeting cost-effectiveness. It was hard to find a brand that sold products with an impressive Korean cultural feel. We strived to be a brand that fills the ethical gap with cultural values, continuously combining Korean ways and beauty.

3. Your “containerless” refillable cosmetics concept is unique.

Most beauty brands use the vegan and clean slogan. However, there was a tendency to focus only on cosmetic ingredients and functionality, and to be reluctant to apply eco-friendly methods from product development to packaging and shipping. Tobeweird’s products go beyond just healthy ingredients to include permanent containers, recyclable packaging, and other eco-friendly materials.

4. What sets your brand apart and what standards do you uphold?

In the business realm, we often get asked, “Why do business like art?,” and from the culture/arts side, we heard feedback that we’re “too commercial.” We hope that experiencing Tobeweird’s products will evoke more than just using beauty products, but also the cultural values and image Korea holds.

5. Were there any challenges in planning the award-winning product?

Despite incorporating many traditional craft elements such as pottery, eaves, and mother-of-pearl, we often faced rejection from museum goods and cultural heritage-related contests and projects due to being categorized as consumer goods. We hope that the design/craft/cultural heritage organizations in Korea will adopt an open-minded approach to select a broader range of products so that people can feel cultural value in a broader sense.

6. What are your plans for the future?

We want to convey that we are a meaningful and valuable brand creating eco-friendly cosmetics that incorporate Korean traditional culture.