BeautyRival – “Inch wide, mile deep.” That’s how Alicia Yoon, founder of Peach & Lily, describes her formula for lasting success.
While many brands aim to be everywhere at once, Yoon believes in doing fewer things but doing them exceptionally well. Speaking after Peach & Lily , she explained the two ways to grow. “You can expand widely and try to be everywhere,” she said. “Or, you can stay narrow and go super deep. That’s the approach we believe in.”
This strategy has paid off. Just six months after its 2018 launch, Peach & Lily entered 250 Ulta Beauty stores. Today, the brand is stocked in every Ulta across the U.S. and is now expanding internationally with Ulta’s launch in Mexico.
Focused Growth and Smart Product Strategy
Instead of chasing shelf space, Yoon doubled down on making each product highly productive. “It’s not about releasing new SKUs constantly,” she said. “It’s about ensuring every single SKU performs and adds value.”
That focus helped Peach & Lily become Ulta’s second-largest prestige skincare brand. For Yoon, growth isn’t just about numbers it’s about building meaningful, sustainable relationships with consumers.
According to her, the brand’s loyal following comes from a clear promise: active skincare for sensitive skin that truly delivers results.
From Personal Struggles to Market Innovation
Yoon’s journey began with her own skin struggles. “I have eczema and very sensitive skin,” she said. “I wanted powerful active formulas that could transform my skin, but everything irritated it.”
This inspired her to create Peach & Lily, a brand offering potent yet gentle formulas that work without damaging the skin barrier. The brand’s products contain clinically tested actives like retinoids, glycolic acid (10%), and vitamin C, all formulated to avoid irritation.
Each product is tested to meet high dermatological standards and even carries the National Eczema Association’s seal a rare achievement in the beauty world.
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The Science Behind Gentle Power
Developing such formulas wasn’t easy. “There’s a reason these kinds of products didn’t exist,” Yoon explained. Retinoids, for example, often trigger inflammation as they activate skin receptors.
Peach & Lily’s Retinal for All Renewing Serum changes that. “We use a specific combination of ingredients that reduces inflammation by 82.6%,” she said. “It’s based on advanced biochemical research that targets the receptors responsible for irritation.”
Yoon’s method combines persistence, innovation, and cross-industry collaboration. She doesn’t just rely on cosmetic labs her team draws from medical, biotech, and dermatological research to develop solutions that didn’t previously exist.
Innovation, Persistence, and Partnership
Peach & Lily’s innovation culture requires both grit and collaboration. “We work closely with lab partners to push boundaries,” Yoon said. “It’s not just sending a request to make something. It’s about convincing partners that true innovation is possible.”
Her commitment to this process has earned Peach & Lily rapid, consistent growth. Since its launch, the company has remained self-assured in its philosophy: never compromise on formula quality or consumer trust.
This unwavering focus helped attract Sandbridge Capital, which made a minority investment in 2020, allowing Yoon to expand while keeping creative control.
Educating Consumers Beyond Products
Beyond developing effective skincare, Peach & Lily focuses on education and trust-building. Its Ask Lily program offers free, personalized skincare advice from licensed aestheticians.
“Anyone can email us,” Yoon said. “We’ll respond with tailored guidance. It’s about connecting with people and empowering them to understand their skin.”
This transparency builds credibility and nurtures long-term customer loyalty a crucial ingredient in Peach & Lily’s continued success.
The Product That Started It All: Glass Skin Refining Serum
Peach & Lily’s breakout hit came with the Glass Skin Refining Serum, priced at $39 for 40ml. The product popularized the “glass skin” trend in the U.S. a term describing clear, luminous, healthy-looking skin.
“When your skin is nourished and hydrated from within, it reflects light beautifully,” Yoon explained. “That’s what true glass skin means radiance born from health.”
The serum quickly became a cult favorite, praised for delivering visible transformation without irritation. It also set a new benchmark for gentle yet effective skincare.
Building a Beauty Ecosystem: Peach & Lily and Peach Slices
In addition to her flagship brand, Yoon also developed Peach Slices, a mass-market sister brand sold at CVS, Walmart, Amazon, and Ulta. Together, the two brands generate over $100 million in net sales, according to industry sources.
While Peach Slices reaches a wider audience with affordable products, Peach & Lily maintains a premium position focused on research, formulation, and results.
