“Jean, What’s Your Skincare Routine?"

Founder & CEO of PURE'AM + Managing Director of Nurilounge US

May 03, 2025

Jean Kim is the iconic slow-aging queen who is redefining what skincare means in today’s world. I met Jean at a pastry making workshop hosted by Nurilounge and jaws literally dropped when she revealed her age (read below to find out — no spoilers).

As the Founder and CEO of PURE’AM Beauty and Managing Director of Nurilounge US, Jean brings decades of expertise, a deep passion for ingredient integrity, and a heartfelt mission to support the next generation.

In this conversation, we explore her journey through the Korean beauty industry, the philosophy behind slow-aging, and how she’s building brands rooted in purpose, self-acceptance, and emotional wellness. Enjoy!

Get to Know Jean

Toluwani: For those who may not know you yet, can you introduce yourself and share what led you into the skincare space?

Jean: Hi, I’m Jean Kim—Founder and CEO of PURE’AM Beauty and the Managing Director of Nurilounge US. I’ve spent most of my career immersed in the Korean beauty industry, working as a branding consultant for K-beauty brands for many years. That experience allowed me to dive deep into skincare development, formulation, and global marketing strategies. It also gave me an insider’s view of what worked—and what didn’t—in the rapidly growing K-beauty space.

As I worked with a range of brands, I began noticing a disconnect. While many products were trending for being affordable or cute, very few focused on true ingredient integrity, clinical efficacy, or long-term skin health. I saw an over saturation of low-cost, surface-level solutions, but not enough high-quality skincare that genuinely served people—especially those with sensitive skin or complex concerns.

At the same time, I’ve always been personally passionate about health, wellness, and being a conscious consumer. The more I learned about ingredient sourcing, formulation standards, and skin biology, the more I felt drawn to take a more active role—not just supporting other brands but shaping a new standard. That desire to elevate the skincare experience, combined with personal values around purpose and authenticity, is what ultimately led me into this space.

Toluwani: You wear multiple hats as the founder of PURE’AM and the managing director at Nurilounge—how did these two journeys come together?

Jean: What started as a skincare brand with a social mission naturally grew into a broader community. As I built PURE’AM, I began working closely with Millennials, Gen Z and young creators who resonated deeply with our brand message. That connection opened the door to Nurilounge—a platform dedicated to empowering creators who are passionate about Korean beauty, wellness and beyond.

Managing both PURE’AM and Nurilounge feels incredibly aligned. PURE’AM is about selfcare and authenticity, and Nurilounge is a space that nurtures young voices and helps them grow with purpose. In many ways, it feels like a beautiful extension of my role as a mother—not just to my daughter, but to her entire generation. I'm grateful to be on this dual journey that allows me to build meaningful brands while uplifting others.

Balancing Cultural Authenticity with Global Expansion

Toluwani: You are very involved with Nurilounge and its expansion into US markets. How do you and the team balance cultural authenticity with global expansion?

Jean: Nurilounge’s mission has always been rooted in authenticity and community. As we expand into the U.S. market, we’re staying true to those values by focusing on offline engagement and small-group connections. Whether through workshops, creator meetups, or cultural experiences, we aim to build an ecosystem that celebrates Korean beauty and wellness in its truest form—not just the trends.

We work closely with passionate creators who genuinely love Korean culture—not only K-beauty, but also fashion, food, and mindset. That cultural understanding helps us bridge the gap between Korean values and the global audience. Instead of diluting our message to fit mainstream expectations, we’re leaning into real education, expert guidance, and curated product discovery—offering something far deeper than what you see on social media.

Skincare Routine & Philosophy

Toluwani: What does your current skincare routine look like from morning to night?

Jean:

Morning Routine:

• I skip cleanser and start by rinsing with warm water to preserve the skin barrier that was restored from the sleep.

• PURE’AM pH Balance Calming Toner (applied in multiple layers for deep hydration)

• Dr. Rosa PDRN Ampoule

• PURE’AM Authentic Barrier Cream Balm

• Haruharu Wonder Sunscreen

Evening Routine:

• PURE’AM Amino Acid Mild Cleanser – I love this one because it’s ultra-gentle yet effective, made with amino acids derived from apple and coconut.

• Repeat the same layering with toner and ampoule

• PURE’AM Authentic Barrier Cream Balm

• Final step: PURE’AM Super Glow Dew Oil Serum for deep overnight nourishment

Toluwani: How has your skincare routine changed over time, especially as you’ve learned more about ingredients and skin biology?

Jean: When I was younger, I believed that price equaled performance, often using high-end luxury skincare while traveling globally for work. But once I started studying ingredient science and the skin’s biology more seriously, my perspective shifted completely.

I became a more conscious consumer—prioritizing formulation over brand name—and started sharing what I learned with friends and family. Now, I focus on ingredients that support the skin barrier, enhance hydration, and respect the skin’s natural rhythm.

Toluwani: What does “slow aging” mean to you, and how do you incorporate that philosophy into your routine or lifestyle?

Jean: At age 53, I embrace aging with gratitude. To me, “slow aging” means honoring the process of growing older while nurturing your body, mind, and skin with intention. Skincare has become my ritual—more than a routine—where I pause to care for myself and practice gratitude.

That’s also the heart of PURE’AM’s philosophy: “Be Your Purest Self” at every age. I see aging not as something to fear but as something to honor gracefully, and I hope to inspire others to do the same.

Toluwani: Any underrated tips or habits you swear by for maintaining healthy, radiant skin?

Jean: Absolutely—less is more. Your skin is a living organ that communicates with you. Rather than layering countless products, I recommend listening to what your skin actually needs. A minimalist, thoughtful routine can do far more than an overly complicated one. Also: consistent hydration, a balanced barrier, and never skipping sunscreen. Lastly, don’t underestimate the power of your mindset—skin health is connected to mental well-being too.

Korean Beauty & the Western World

Toluwani: What do you think sets Korean skincare apart from other skincare philosophies around the world?

Jean: Korean skincare is deeply rooted in prevention and ritual. While Western skincare often focuses on treating visible issues, K-beauty is about nourishing the skin consistently to avoid those issues in the first place. It also incorporates traditional natural ingredients passed down through generations, making it a beautiful blend of science and heritage.

There’s a strong emphasis on self care, wellness, and taking time for yourself—something the world could use more of.

Toluwani: Are there any Korean beauty trends you’re currently excited about or think the world should pay more attention to?

Jean: Trends like PDRN and stem cell skincare are getting a lot of buzz—and they’re certainly powerful—but I still believe in mastering the basics first. Hydration and moisture retention are the foundation of healthy skin.

I’m personally excited by the trend of going back to basics—simple yet high-performing skincare that strengthens the barrier and supports long-term skin health. That’s where I believe true beauty lies.

Toluwani: How do you see K-beauty evolving in the next few years—especially in Western markets?

Jean: So far, many Korean brands have been grouped under the umbrella term “K-beauty,” without a lot of space to express their unique brand identities. But I believe we’re entering a new chapter where individual Korean skincare brands will begin to stand out for their missions, philosophies, and formulation values.

As the Western market becomes more educated, consumers are asking deeper questions—not just about what’s trending, but why it works. This shift will allow purposeful brands to shine, and I believe those with integrity, transparency, and real performance will thrive even in a saturated space.

Toluwani: What kinds of Korean brands or products are resonating most with your American audience?

Jean: Vegan and cruelty-free products resonate most with our American audience. Consumers are becoming more intentional and conscious about the products they use—not just in terms of ingredients but also brand ethics and sustainability.

Interestingly, there's a growing excitement around indie K-beauty brands—those that offer something fresh, personal, and purpose-driven beyond the mainstream names. Our audience appreciates when brands go beyond hype and really focus on clean formulations, barrier care, and real skin solutions. They're looking for transparency, effectiveness, and brands with a story—and K-beauty is uniquely positioned to deliver all three.

How PURE’AM Was Created

Toluwani: What inspired you to create PURE’AM, and what gap were you hoping to fill in the skincare space?

Jean: PURE’AM was born out of both a professional realization and a deeply personal mission. After years of working as a branding consultant in the K-beauty space, I became increasingly aware of the lack of clean, high-performance skincare options—especially for people with sensitive, reactive, or compromised skin. Many products looked great on the outside but didn’t deliver long-term results. I knew there had to be a way to create something that was both safe and truly effective—using the highest quality, plant-based ingredients without compromise.

But the heart of PURE’AM was inspired by what I was seeing in the younger generation—especially as a mother to a Gen Z daughter. Social media has created so much pressure to look flawless, to fit into unrealistic beauty standards, and to tie self-worth to skin appearance. I saw how breakouts, sensitivity, or “imperfect” skin were triggering real anxiety, identity struggles, and even mental health crises. Some were even losing themselves—and in tragic cases, their lives—because of how they were judged or how they judged themselves. I didn’t just want to create a skincare brand.

I wanted to create a movement. PURE’AM stands for “pure I am” —a reflection of how we want skin and the self to feel. Our message, "Be Your Purest Self," is a call for authenticity, healing, and self-acceptance in a world that often filters everything.

We developed 100% plant-powered, COSMOS Organic-certified products that go beyond trends—formulated especially for sensitive skin, but beneficial for anyone seeking balance and real results. We also launched the “Self-Care with Gratitude” campaign—a community effort to promote emotional wellness through skincare. The idea is simple but powerful: when you slow down, care for your skin intentionally, and express gratitude, you're not just improving your skin—you’re nurturing your whole self. That’s the kind of self-care we stand for.

Ultimately, PURE’AM is here to support Gen Z and Gen Alpha in building a healthy, positive personal identity, starting with their skin—but reaching far beyond that. I truly believe that when people feel safe and confident in their own skin, they can show up more powerfully in the world.

Toluwani: How did you approach formulation—were there any non-negotiables or guiding principles in product development?

Jean: Formulation took us much longer than industry standards because my expectations were very high from the beginning. Working closely with the R&D team, I made it clear that every ingredient must be 100% plant-powered of the highest grade, and still highly effective. There were absolutely no shortcuts—we were building a conscious beauty brand with a purpose.

One of our non-negotiables was ethical sourcing. Every raw ingredient had to meet our standards for safety, sustainability, and skin compatibility. We even extended that philosophy to the production level—working only with manufacturers aligned with our clean beauty ethos and using eco-conscious packaging.

Rather than compromising on quality to increase profit margins, we chose to pour the best possible ingredients into every product. We backed it up with clinical testing from Dermatest® in Germany and earned certifications like COSMOS Organic to validate our claims. For me, PURE’AM had to reflect more than good skincare—it had to reflect care in every step, from lab to shelf.

Closing Thoughts

Toluwani: What’s one skincare lesson you’ve learned that you wish more people knew?

Jean: “Less is better.” That’s the golden rule I’ve learned after years of experimenting and studying skincare. So many people overload their skin with product after product, hoping for quicker results—but more isn’t always more. In fact, it often stresses the skin, disrupts the barrier, and creates new issues. Skincare is not a race—it’s a relationship. I also believe skincare should be part of your selfcare, not just your beauty routine. When you approach it with intention, it becomes a moment to check in with yourself—to slow down, breathe, and care for your skin and mind together. That’s why we say “Be Your Purest Self”—because skincare is personal, and the most beautiful skin is the one that’s cared for with love, not pressure.

MySkin.Journal

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