I’m so excited to introduce my readers to a new Korean skincare line that instantly stood out to me from the rest! Hyeja is a certified vegan, cruelty-free and natural skincare line rooted in Korean philosophies and powered by modern science. I love the ethos of this K-beauty brand, plus the ingredients are meticulously selected, ethically sourced and plant-based. Keep reading for my thoughts on their skincare aaand an special interview with Hyeja’s founder Richard Kim for a deeper look behind the brand!

I tried Hyeja Vegan Serums

The first thing I noticed was how jumbo sized Hyeja’s serums are! While most serums on the market are only 1 oz, these are over 3 oz each! Korean skincare wins again for value for money. I’ve used these for several months now and there’s still so much product left. The texture is just so silky, light and delicate. Both serums feel very light and juicy and my skin drinks it up immediately. The formula is gentle and ultra hydrating. I like to apply this a couple times throughout the day to keep my skin from drying out too much while the heaters are on blast.

Their Vegan Yuju Vitamin C + Niacinamide Brightening Serum has an intensely nourishing formula of 63.12% nature-derived vitamin C from Korean Yuja Fruit, 14.7% GreenTea Water, and 2% Niacinamide. It’s not sticky at all and works for sensitive, dry, acne prone, oily, and combo skin types. The Vegan Niacinamide Heartless Calming Serum also has a beautiful formula of over 60 Heartleaf extract, which fights irritation, sensitivity, and redness. It’s also got 2% Niacinamide to improve skin texture along with extracts of Ginseng and Sugarcane. It feels sooo soothing and gentle.

I tried Lotus Purifying PHA Mist

This gorgeous looking face mist is made with Lotus, which is a time-tested ingredient known for its purifying and restorative abilities. It also has the gentlest of gentle acids, Gluconolactone (PHA), for some subtle exfoliation. I don’t detect any noticeable scent to this mist. To me this doesn’t feel like the juiciest mist, but it is super duper gentle and calming. Once I run out, I will definitely be reusing this bottle because the shade of green is just so unique and calming.

I tried Rice Probiotics Cleansing Milk

I love how silky, light and hydrating their Rice Probiotics Cleansing Milk feels. It’s enriched with a blend of Rice Extract, Micellar Water, Sunflower Oil and Korean Herbs. I find that it gently cleanses my skin without leaving it feeling stripped or dry. It’s perfect during these winter months when I prefer to switch from using a stronger cleanser to something creamier.

I tried Vegan Ginseng HPR Retinoid Bakuchiol Face Oil

This feels more like a liquid than it does an oil! I love that it not only contains deeply nourishing botanical oils rooted in Korean heritage, but also advanced actives like HPR retinoid. This is one of the most effective ones out there in terms of retinol. Plus it contains a complex of five different ceramides! It’s so so hydrating and sinks in quickly without feeling heavy or greasy at all.

• 4% Panax Ginseng Seed Oil: Known for its skin-strengthening properties.
• HPR Retinoid & Bakuchiol: Gentle yet effective, these ingredients deliver the benefits of retinoids without irritation, promoting smoother, firmer skin.
• Squalane Kernel Oil
• Ceramide Complex (Ceramide NP, NS, AP, AS, EOP): Strengthens the skin barrier, improving hydration and resilience.

I tried Matcha Gentle Mud Cream Mask

Hyena’s Matcha Mud Mask was inspired by the philosophy of Wabi-Sabi, where beauty is found in imperfection. It’s meant to emulate the meditative ritual of drinking matcha but for your skin. I love that it contains 52.3% Green Tea Water, which is full of antioxidants and helps detoxify. Kaolin and Bentonite clays draw out impurities while Shea Butter moisturizes skin. This feels soothing and calming and my skin looks toned and supple after I wash off the mask. I like to use a very thick layer so that it doesn’t completely dry. I like that it feels like both a detoxifying and hydration mask in one. There’s also some excellent skin-improving ingreidients like 2% Niacinamide, Lotus Extract, Sugarcane Extract, Squalane, and Rice Extract.

I tried Rice Probiotics Gentle Ferment Cream

Hyena’s face cream feels like a gel cream and is not a thick moisturizer. If you’re looking for something very light, this might be up your alley. It’s got vegan squalane, Madecassoside, and probiotics like Rice Ferment Filtrate, Bifida Ferment Filtrate, Galactomyces Ferment Filtrate and Soybean derived Lactobacillus. It feels super light and absorbs immediately. I don’t detect any scent. Simple, straightforward, no complaints. I like that it comes in this tube to reduce waste and contamination. As a brand, Hyeja is committed to using responsibly sourced packaging materials and minimizing their carbon footprint.

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My Interview with Hyeja Founder Richard Kim

Can you tell us about yourself, your background and how you started Hyeja? What does the name Hyeja mean?

I grew up in New Zealand, far from Korea, but always felt a pull toward where I came from. Hyeja began as a way to explore that distance and return to it—through plants, rituals, and textures. The name 惠慈, Hyeja, means love and grace. To me, it’s also about imperfection, about the patience and care in things that take time.

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K-beauty is wildly popular. How does Hyeja set itself apart from the rest to cut through the noise? And are there any brands or people that you’re inspired by?

The world doesn’t need more noise. I wanted Hyeja to feel quiet—rooted in Korean heritage, but translated in a way that feels timeless. We work slowly, with a lot of intention, and place our products in spaces that invite reflection, not just consumption.

I’ve always admired people and brands that create worlds rather than products—where an object becomes a vessel for memory, culture, or philosophy. That’s the energy that inspires me. Eg.) Byredo, Visvim, Aesop 

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Which product has been the most difficult to formulate so far?

The Ginseng Nutrient Face Oil. Ginseng seed oil is rare, temperamental. It resists you. But in that resistance, it carries centuries of Korean tradition. The challenge was to let it remain itself, while weaving in modern actives like HPR retinoid and bakuchiol. It took patience to arrive at a balance that felt effortless on skin yet profound in what it delivers.

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Can you tell us about some of your favorite ingredients or technologies used in the line?

I return to ginseng again and again. It’s deeply Korean, yet somehow universal. I’m also fascinated by new technologies—EGF, advanced retinoids—that feel almost futuristic. The tension between the ancient and the modern is where Hyeja lives.

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Is there something you wish customers to know that they wouldn’t be able to tell from checking out the site? Also, what’s your personal holy grail product from the line?

I hope they understand how much restraint is behind every choice. Nothing is accidental— from the oil pressed in a small region of Korea to the way we consider pricing as part of accessibility.

For me, the Heartleaf Calming Serum is the most personal. It’s the ritual I return to, no matter what else I’m testing or developing. It represents that idea of gentleness I keep chasing.

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Lastly, is there anything you can tell us about what you have on the horizon for Hyeja?

We’re preparing an Omija EGF + Exosome product. It feels like an echo of tradition meeting the future. Beyond that, I don’t want Hyeja to only be about skincare—it’s about building a language around care, heritage, and beauty that can take many forms.