Sora Lee Takes Helm at JIYU to Scale Korean Skincare Brand

Lee arrives at a pivotal moment for the brand, which has seen triple-digit year-over-year growth fueled by high performance on Amazon and creator-led commerce via TikTok Shop. Having previously founded the Kurated Agency and advised JIYU on its strategic direction since its inception, Lee will now oversee global market expansion, product innovation, and retail partnerships. Her appointment signals an intent to bridge the gap between traditional Korean formulation expertise and the growing U.S. market interest in scientific, resilience-focused skincare.

With over 15 years of experience spanning technology and beauty, Lee brings a specialized understanding of digital consumer behavior to the role. Co-founder Jen Chierotti noted that the decision to bring Lee on board was cemented by her deep involvement in shaping the brand's early strategy. As the company continues to scale, Lee will focus on cementing its position as a primary innovator in the global healthy-aging sector, leveraging her background in scaling beauty brands to navigate the company's next phase of growth.