Kelley Liu of Song of Skin on Authenticity, Community Building, and Scaling a K-Beauty Brand Through Social Media

The entrepreneurial landscape is more vibrant and challenging than ever, with young entrepreneurs at the forefront, driving innovation and redefining the boundaries of success in the business world. These dynamic individuals are not only creating new products and services but also building sustainable business models that thrive in today’s fast-paced, technology-driven environment. Their journeys are filled with lessons of resilience, strategic innovation, and the relentless pursuit of growth. As part of this series, we had the pleasure of interviewing Kelley Liu.

Kelley Liu is the 23-year-old Co-Founder of Song of Skin, a rapidly growing K-beauty retailer transforming the U.S. skincare market. In just two years, Kelley’s leadership has propelled Song of Skin to amass over 2 million followers across Instagram (890K) and TikTok (1.2M), generate $15 million in revenue, and build an impressive lineup of over 70 top Korean beauty brands.

With a genuine passion for K-beauty, Kelley aims to make the Korean skincare experience more accessible and enjoyable for U.S. shoppers. Her influencer-style content, in which she personally tests products and shares transparent insights, has resonated with fans who trust her recommendations and appreciate the brand’s authentic approach. This hands-on connection has fostered a loyal audience, transforming followers into devoted customers.

Kelley’s customer-centric mindset extends beyond product curation; she includes exclusive Song of Skin-branded gifts with each purchase to create a memorable shopping experience. With her focus on authenticity, engagement, and growth, Kelley Liu continues to lead the Korean beauty industry via Song of Skin as a standout young entrepreneur, bridging cultures, building communities, and making Korean beauty innovations more attainable.

Thank you so much for joining us in this interview series. Before we dive into our discussion about cultural sensitivity, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

Hello! I am Kelley Liu, I founded Song of Skin two years ago as a passion project with my mom, driven by our shared love for Korean skincare. During the pandemic, we couldn’t travel back to Korea to restock our usual beauty purchases, and that’s when we realized a gap existed in the U.S. market. We wanted to create a fun, elevated shopping experience for Korean skincare in the USA, bringing the latest, hard-to-find products here faster so our customers can try them as they trend in Korea.

Can you share the most interesting story that happened to you since you started your career?

The most interesting experience I’ve had since starting this career has been merging social media with our Song of Skin shop. While some might view Song of Skin purely as a retailer, we’ve created an influencer-driven platform where I engage with our followers through videos and build meaningful relationships. My “pinch me” moment came when I finally had the chance to meet our followers, who are truly part of the Song of Skin family, face-to-face at our recent pop-up event. It was an unforgettable experience to connect with them in person.

You are a successful individual. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Resilience — Life will throw challenges your way from every direction, and there will be moments when it feels overwhelming. But how you bounce back will define your ability to handle obstacles.

Adaptability — Just when you think things are heading in one direction, be ready for them to take an unexpected turn. Flexibility is key to staying on course.

Empathy — Understanding both your customers and your team is essential. It’s this emotional insight that shapes the kind of leader you become.

I couldn’t help myself, so I added a fourth character trait!

Creativity — In my line of work, creativity is what sets me apart. The ability to think outside the box and approach challenges from new angles is what makes me unique.

Ok, thank you for that. Let’s now jump to the primary focus of our interview about young entrepreneurs’ secrets to rapid growth and success. To start, how would you define success?

I define success as a balance of personal fulfillment, meaningful impact, and sustainable growth. Especially for young entrepreneurs, success isn’t just about reaching financial milestones or achieving rapid expansion. It’s about creating something that reflects your values, addresses a real need, and can endure beyond the initial growth phase.

In my experience, success is built on three pillars:

1. Creating Value for Others — Success means knowing your product or service genuinely benefits people. If what you’re building solves a problem or brings value, you’re laying the foundation for long-term success.
2. Enjoying the Journey — Passion fuels progress. When you’re deeply connected to your work, every step forward feels rewarding. Success isn’t just the destination; it’s the joy of learning, growing, and evolving along the way.
3. Sustainability and Impact — While rapid growth is exciting, true success is found in sustainability. Building a foundation that can scale and endure, while making a positive impact, is what distinguishes a trend apart from a legacy.

For me, success isn’t a single achievement; it’s an ongoing commitment to growth, impact, and fulfillment.

What unconventional strategy did you employ that significantly contributed to your startup’s growth, and why do you think it was so effective?

Staying as the face of Song of Skin and building a strong social media community is a strategic choice — especially if authenticity and trust are central to your brand. In today’s market, consumers seek more than just products; they crave a connection with the people behind the brand. By personally connecting with your audience, you humanize your brand and create an environment where followers feel they’re receiving skincare recommendations from a trusted friend.

Here’s why this approach can be incredibly powerful:

1. Authenticity Drives Loyalty — When you’re visible and openly share your skincare journey, including both struggles and successes, customers develop a genuine connection. They know who’s behind the brand, which builds trust. Being authentic gives them a reason to believe in Song of Skin and see it as more than just a business.
2. Differentiation in a Crowded Market — The K-beauty space is highly competitive, with few brands featuring a relatable person as the “face” who actively engages with customers. By stepping into this role, you set Song of Skin apart from more corporate and impersonal brands. Your unique voice and passion make it easier for customers to remember and choose Song of Skin.
3. Agility in Marketing — Your personal involvement in social media allows you to respond swiftly to trends, address customer concerns directly, and share insights in real time. This direct interaction keeps the brand responsive and in tune with the community’s needs — something that’s harder to achieve with a distanced, faceless approach.

While some team members may feel that stepping back is more “scalable,” remember that the direct connection you’re building with followers creates long-term brand loyalty that’s hard to replicate. If your personal involvement needs to evolve, consider introducing team members while keeping your voice central to the brand’s story.

By choosing to stay engaged and visible, you’re not just selling products — you’re cultivating relationships with people who feel they truly know and trust you and your brand.

Can you share a critical pivot point in your startup’s journey and how you navigated the decision-making process?

A critical pivot point came when I realized that our original product lineup wasn’t resonating with our audience as strongly as I had hoped. Customers wanted more unique products. Initially, we offered a wide range of K-beauty items, thinking that a broad selection would attract more customers. However, we soon noticed that, while we had decent traffic, customer retention, and repeat purchases were lower than expected.

Decision-Making Process:

1. Listening to Customer Feedback: I took a step back and thoroughly examined our customer reviews, social media comments, and direct messages. A clear trend emerged: customers felt overwhelmed by the choices and unsure which products best suited their needs. They wanted simplicity and guidance, not endless options.
2. Analyzing the Data: I also reviewed our sales data and noticed that a small selection of products consistently outperformed the others. This revealed that our audience was gravitating toward specific items, which prompted me to reconsider our approach and simplify our offerings.
3. Refocusing the Brand’s Vision: With this feedback in mind, I decided to streamline our offerings and concentrate on curating a smaller selection of high-quality products. Additionally, I began personally testing and recommending products, sharing my own experiences and skincare journey more openly. This approach allowed us to build trust, showing our audience that I was genuinely invested in their skincare journey.

Outcome of the Pivot:

The results were immediate and impactful. Our community grew rapidly, engagement on our social channels increased, and customers returned more frequently because they trusted our recommendations. By shifting our focus to quality over quantity and positioning myself as a guide, we forged a deeper connection with our audience. This pivot to a curated, trusted selection was transformative, shaping Song of Skin into a brand that our community could connect with and rely on.

How do you balance the need for rapid growth with maintaining a sustainable and healthy company culture?

Balancing rapid growth with a sustainable, healthy culture in a fast-evolving company is essential, especially as I build a team passionate about skincare and K-beauty. Creating a culture that values growth, passion, and teamwork fuels sustainable expansion while keeping employees motivated and aligned with Song of Skin’s mission.

Here are some ways to achieve that balance:

Foster a Growth-Oriented Learning Culture

1. Approach: Encourage an environment where learning is celebrated — not just for acquiring skills but as a fundamental mindset. Since the company is in a phase of learning as we go, making continuous education a part of our culture helps us adapt and innovate. We provide opportunities for professional development in skincare knowledge, K-beauty trends, and industry-specific skills.
2. Example: Offer the team access to skincare training, certification programs, or industry events. Host regular knowledge-sharing sessions where team members discuss new products, trends, or insights, keeping everyone informed and passionate about the market. This shared knowledge strengthens our team’s expertise and enthusiasm, aligning us with Song of Skin’s goals and values.

In what ways has your personal definition of success evolved since the inception of your startup?

Since starting Song of Skin, my definition of success has evolved from a focus on revenue to a deeper appreciation for our impact on customers’ lives. Initially, I associated success with hitting sales targets and scaling quickly. However, as I connected more with our customers and witnessed how our products became a valued part of their daily routines, my perspective shifted entirely. Success became less about numbers and more about the positive, lasting influence we have on their self-care rituals, fostering a richer sense of purpose.

Based on your experience and research, can you please share “5 Things You Need to Succeed as a Young Person in Business?”

Adaptability and Resilience

Why It Matters: In a constantly evolving business landscape, the ability to adapt is essential for long-term success. Resilience empowers you to recover from setbacks and turn failures into learning opportunities.

Networking Skills

Why It Matters: Building relationships with mentors, peers, and industry professionals opens doors, provides critical insights, and creates a valuable support network.

Strong Work Ethic

Why It Matters: Hard work, dedication, and discipline are the foundation of any successful business, especially during the early stages when commitment is key.

A Supportive Community

Why It Matters: Surrounding yourself with a network of supportive friends, family, and colleagues can offer encouragement and resources when times get tough.

Passion and Purpose

Why It Matters: A strong passion for what you’re doing can help you navigate the inevitable challenges and setbacks. Understanding your purpose can also guide decision-making and keep you motivated.

What is one piece of advice you would give to an aspiring entrepreneur that you wish someone had given you at the start of your journey?

Failing is okay; taking on something you once thought impossible is always worth it. You can either sit back and wonder how difficult it is, or you can dive right in. In the end, when you finish, you’ll have the satisfaction of knowing you accomplished something that once felt like the hardest thing you could do.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could start a movement to bring the most good to the most people, it would be centered around mindful self-care and holistic wellness. This movement would emphasize the importance of mental, emotional, and physical well-being, especially in a world that often prioritizes productivity over personal health.

How can our readers further follow you online?

Song of Skin Instagram: https://www.instagram.com/songofskinofficial/

Song of Skin TikTok: https://www.tiktok.com/@songofskin

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About The Interviewer: Eden Gold, is a youth speaker, keynote speaker, founder of the online program Life After High School, and host of the Real Life Adulting Podcast. Being America’s rising force for positive change, Eden is a catalyst for change in shaping the future of education. With a lifelong mission of impacting the lives of 1 billion young adults, Eden serves as a practical guide, aiding young adults in honing their self-confidence, challenging societal conventions, and crafting a strategic roadmap towards the fulfilling lives they envision.

Do you need a dynamic speaker, or want to learn more about Eden’s programs? Click here: https://bit.ly/EdenGold