There is no better way of presenting the brand than to ask its creator to talk about it. Happy Vegan is officially in our store and I am very proud to launch these sheet masks in the UK and expand the diversity of vegan cosmetics in Europe. Great cosmetics in a simplistic packaging, bringing skincare to a brand new level.

Here is our interview with Jaehak Choi, co-founder of Happy Vegan.

Beginning of Happy Vegan

K-beauty Happy Vegan

Happy Vegan

Karolina: How long has it been since you started Happy Vegan and launched the brand?

Jaehak Choi: Happy Vegan was founded in 2017 to share vegan cosmetics. After a long development time, we finally launched our very first vegan mask in March 2018

Karolina: What were your reasons for, approach to, and philosophy on launching the cosmetics?

Jaehak Choi: Through research, we found out that there are many vegans not just in Europe, Korea, but all around the world. And we have noticed those people are having difficulties finding vegan cosmetics due to lack of vegan beauty products.

We believed that cosmetics can be made without any animal related ingredients and also can be safely used even if the product does not go through animal testing.

This was enough for us to challenge the rules of the beauty industry and create our own vegan cosmetics.

K-beauty Happy Vegan

Happy Vegan

Brand features

Karolina: What is the most important feature of your cosmetics?

Jaehak Choi: Happy Vegan aims to develop and make a variety of vegan cosmetics for vegans to use with trust.

Karolina: How does your brand differ from Western brands?

Jaehak Choi: Happy Vegan’s identity as a Vegan and our creativity can be the differences from Western brands.

Our products are free of potentially harmful ingredients and allergens. Hence, they only contain 100% plant extract ingredients.

In addition, we do not just focus on one thing to make new products, but we do our best to create vegan cosmetics with better ingredients, better texture, and better design.

K-beauty Happy Vegan

Karolina: What is/ are the biggest skin concern/ s nowadays (eg. pollution, premature ageing, adult acne)?

Jaehak Choi: The biggest skin concern and skin troubles are in our opinion due to pollution. Therefore, calming and relaxing products are mostly wanted by customers.

Karolina: How do your cosmetics tackle this/ these issue/s?

Jaehak Choi: Madecassoside Vegan Mask contains 5,000ppm of an ingredient called ‘Madecassoside’ which is well-known for skin-soothing and healing wounds.

This ingredient extracted from Centella Asiatica performs effectively on redness due to UV rays and skin troubles.

Karolina: How long does it usually take to see the results and benefits of the cosmetics?

Jaehak Choi: In Korea, it is recommended to use one pack a day. By doing this, essence in the mask will be deeply absorbed into the skin and it can reduce redness, skin trouble, etc. Most suitable time for sheet mask is just before bedtime. Use the vegan mask before you sleep, and let essence do its thing. You will be able to notice a difference in your skin the next day.

K-beauty Happy Vegan

Happy Vegan

Future and vision of the brand

Karolina: In which direction is the company/ brand going? What are your plans for the next 3-5 years?

Jaehak Choi: We will be developing a variety of vegan beauty products such as serum and cream. Our main objective is to share HappyVegan with vegans all around the world.

Karolina: What are the new products we can expect? What will be their purpose?

Jaehak Choi: By the end of this year or early 2019, we will launch a new vegan product which we are developing now.

This new product can substitute vegan mask for those who are in a busy time but want to keep skin moisturized and clear.

Karolina: How do you want customers to remember your brand?

Jaehak Choi: We want Happy Vegan to be remembered as a professional vegan cosmetics brand that makes trusty cosmetics. We want vegans or even those who are not vegan to use our products comfortably without burden.

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