I grew up watching my grandfather build a business from the ground up. Every evening, I would run to him shouting "Harabeoji!”- grandpa, in Korean. My entire youth was spent watching him, learning from him, being with him. I call that time "when Love Was In The Air" — possible only because he stood there like a giant tree.

He was one of the first-generation entrepreneurs in the Korean cosmetics industry. I was proud of him as a child, and it has developed into solid respect and admiration as I grew up. 

I worked in media industry for some years as a news anchor. After getting married I welcomed three children and fully devoted myself for over a decade into raising them. Somewhere along the way, I realized I had given all my energy to the people I love most — everyone but never enough for myself.

I sat down and asked: "What am I actually pursuing in life? As a mother, as a woman — what do I want to become from now on?”

Then Kei, my husband and co-founder, asked me: "What has been your most precious memory? And whom do you respect the most? If you have clear answers, it is where we can start moving forth to.”

I already had a clear answer.

LIITA, is my answer — a daily act of care from a woman and a mother, and the deepest form of respect for my grandfather and his legacy.

My wish is simple: that everyone who meets LIITA lives life full of loving air, learns to love themselves a little more. To take a moment, care for themselves, and walk through life within tranquil confidence. A wish, every drop of LIITA formula stands, and supports for.

I personally believe that our life is all about whether and how we bring our dream, imagination, legacy in us into life, into reality. Of course our life is to be lived and dreams are to be dreamt, but they are not necessarily a separate concept. We can still walk the reality with a hint of dream, and still dream what may be tomorrow’s reality. 

We deeply cherish and dedicate ourselves to building profound family values - the maternal and paternal instincts of caring, protecting, embracing, understanding, enduring, sharing, nurturing, and above all, loving. 

LIITA is not just a brand or a business for us. LIITA is literally our fifth child, after our puppy who passed 3 years ago, and three kids we raised with all our hearts. We believe we know what it takes to breathe life into something, and what it takes to make it grow and mature. 

Our LIITA stands for ‘Love Is In The Air’, a world full of love which we dream to bring into life.

While it also stands for the direction of our life dedication and effort; ‘Life Inspired In True Aesthetics.’