Turning a Korean skincare trend into $630 million (Hero Cosmetics' Ju Rhyu) | Masters of Scale
About Ju
- Co-founded and led Hero Cosmetics to a $630M exit in 2022.
- Grew Hero Cosmetics to $100M+ in annual revenue, selling a Mighty Patch every 15 seconds (2025).
- Named to the Inc. Magazine 2019 Female Founders 100 list.
- Honored as a 2019 Yotpo Amazing Woman in Ecommerce.
- Instrumental in bringing the acne patch category to the U.S. market.
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When Ju Rhyu moved to South Korea for a corporate job, she noticed people unapologetically wearing hydrocolloid pimple patches on their faces — on the street, at the office, anywhere. She soon realized no one had cornered the U.S. market yet on this skincare secret, and Hero Cosmetics was born. Rhyu joins host Jeff Berman this week to reveal the lessons she learned as a first-time entrepreneur who built a brand that earned a $630 million exit.
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