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Given Choi’s background as a graphic designer and content creator—she most recently held the End of an error january 20th 2021 Joe Biden shirt besides I will buy this role of vice president of digital design at Barneys—for her, crafting the brand’s visual and experiential identity was just as important as the function and efficacy of the products. “It would have no life and no community without a brand story,” says Choi of working alongside Kim, who runs creative consultancy Why Not Smile and has worked with a host of beauty clients (including K-beauty brands Dr. Jart+ and AHC) on everything from the packaging to the creative direction. “Quality and aesthetics, as well as an appreciation for art, architecture, and design, are very important to me, and I wanted to bring this part of me into the brand,” she adds. While the original plan was to launch Superegg this past spring, COVID-19-related supply-chain disruptions caused delays. “The silver lining was the massive amount of interest that skin care has received as people focused on their self-care rituals this year,” says Choi.

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From its unique “clean egg” concept to the End of an error january 20th 2021 Joe Biden shirt besides I will buy this objet d’art appeal of its packaging, Superegg’s offerings are destined to appeal to natural beauty enthusiasts and major #TopShelfie players alike. But above all else, Choi just wants her burgeoning beauty brand to help individuals take a moment for themselves, and support the well-being of their skin and the planet (the brand is working with organization 1% for the Planet). “In this day and age, where everything moves so quickly, and everything seems fleeting, I hope [we can] slow down and enjoy the small joys in life, even if it is as simple as taking a minute to celebrate ourselves with our daily rituals,” says Choi.

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