Joyce Lee knows a thing or two – and more – about beauty and fashion. The Korean-American entrepreneur is the founder of Talk to Her (@talk_to_her), a consultancy through which she uses her expertise in beauty and fashion to identity business opportunities for clients including the CFDA. She also serves as an Editor-at-Large for Cosmopolitan Korea and sits on the board of directors for the Makeup Museum, She had spent eight years prior at Opening Ceremony. We talked to Lee about fashion and beauty, projects, and her personal favorite talents.

How did you get into the beauty business, and what did you hope to bring to it?

I’ve always been a beauty junkie. My friends would often ask me about beauty trends and product recommendations – so when I successfully curated a K-beauty selection for Opening Ceremony, it confirmed that I had to enter the beauty industry. After working for 10 years in fashion, I was ready for a new start! What I aim to do is introduce great beauty brands through creative storytelling, strategy, and partnership to people and help the brands to grow.

How are beauty and fashion connected, and what are some of the ways you think the two industries can work more closely on?

Beauty and fashion coexist in different spaces, but both are about self-expression and visual aesthetic. They create demand by appealing to people who want to feel good about themselves.

Both can develop an enhanced experience with mutually beneficial partnerships that complement each other, filling in the gaps and sharing their communities. For example, fashion shows featuring gift bags from beauty brands, and beauty brands sponsoring models. Or beauty brands can partner with fashion brands to recreate beauty products, and vice versa for fashion merchandise.

What’s the most exciting project you worked on and why has it been especially meaningful to you?

I’ve been part of so many exciting projects recently—and some are still ongoing—it’s so hard to choose one! Right now, I’m working with several organizations that offer incredible cultural contributions in different ways. One is Bring Music Home (@bringmusichome), established by my friends Amber Mundinger, Tamara Deike and Kevin W Condo to raise funds for venues that have shut down due to COVID-19. We aim to capture iconic music venues and the personalities behind them, putting it all into a stunning photo book launching in January. What I do is help connect this initiative to brands and charity organizations in Korea, and serve as a producer to cover eight legendary venues throughout Seoul.

Another project is being on the board of directors for the Makeup Museum @makeupmusuemofficial, which opened in September of this year. Its goal is to put the history of beauty on display; the current exhibition is about makeup in 1950s America. The next project is called Beauty Stories from Around the World, a focused effort to make beauty history more inclusive. I’m especially proud of this one as I am also a diversity advisor and am very vocal about the need for diversity and intersectionality within the organization.

I am also Chief Marketing Officer at Sioris (@sioris_global),  a clean, organic skincare brand committed to using fresh ingredients from organic farms in Korea. The [brand is] dedicated to sustainability, giving back to the communities they work with, and promoting Korean ingredients. As a Korean American, I’m proud to work with a purpose-driven company that supports my homeland.

Finally, a project I recently wrapped up (to great national success!) a panel I helped organize as a member of the Korean Americans for Biden committee (@koreans4biden). Called the AAPIs in Fashion Panel (@aapisforbiden), it discussed topics within the fashion industry and how Asian talent and voices have risen to the top to fight for visibility, space, and recognition. Michelle Kwan and Naomi Biden made the introduction, and all designers on the panel were CFDA members as well as Asian American.

What are some of the ways the beauty industry can improve on itself?

Utilizing great ingredients, aiming for sustainability, delivering accessible/reasonable price points, having a positive message, being inclusive, and educating audiences.

Where do you see the future of the beauty industry?

Sustainability and inclusivity will no longer be an option, but a standard for all brands to meet;More DIY and high-tech home spa products; increased interest in body products, and more community-driven indie brands.

Who are your favorite American designers?

The Row, Proenza Schouler, Ralph Lauren, Calvin Klein, Marc Jacobs, and Rodarte.

What’s your personal beauty secret, and beauty routine?

 I always try to get enough sleep, eat a clean/healthy plant-based diet, drink a lot of water, meditate, get a monthly facial, use sunscreen daily, and a daily sheet mask! I also never touch my face and I would never ever pop my own pimple! I always keep my hands clean, keep my phone clean, regularly change out my pillowcases, and sleep with my face up to avoid my face touching the pillow.

As for my beauty routine, it’s very simple, less is better! I do not believe in 10 steps:

• • Morning – Vitamin C serum, moisturizer, and sunblock
  • Night – Double cleansing, night cream, and lip balm

I might also apply face mist and eye cream, depending how my skin feels that day.