Secret of Seoul is one of the most personal projects I’ve ever created — because it’s mine.
Born from my love of Korean beauty and my deep roots as a Filipina-American, this brand was created for Filipinas who want skincare that works in real heat and humidity, without compromising on elegance or efficacy. I’ve always loved the rituals and textures of Korean skincare, but I wanted to create something that felt like home — something made for our climate, our culture, and our skin.
Secret of Seoul is a skincare brand inspired by K-beauty rituals but formulated specifically for Filipina skin and the tropical climate of the Philippines. Every part of this brand — from the name, to the product feel, to the way it’s packaged — is built with intention.
The vibe is luxurious but modern, aspirational but grounded. The goal was to create an exclusive, high-quality beauty brand that still feels personal — a brand that invites you into a skincare ritual you look forward to every day.
As the founder and creative behind the brand, I led the full brand development from the ground up. This included:
✔ Brand Strategy & Naming
✔ Visual Identity & Logo Design
✔ Website Design (built on WordPress)
✔ Product & Packaging Design
✔ Photography & Launch Strategy (in progress)
✅ A brand that blends Seoul sophistication with Filipina identity: The name “Secret of Seoul” hints at both the beauty standards of Korea and the quiet power of a skincare routine that transforms. But more than that, it honors the deeper connection between where I am and where I’m from. The branding strikes a balance — minimal, editorial, and modern, with subtle nods to softness, glow, and femininity.
✅ Packaging that looks and feels premium: Every detail of the packaging was designed to feel high-end, from the crystal-like gold cap to the matte soft-touch tube. The goal was to create an elevated unboxing experience that aligns with our luxury positioning while remaining clean, functional, and elegant.
✅ A website that sets the tone: We designed a clean, scrollable WordPress website that showcases the product without distraction. The layout is aspirational but still rooted in clarity — just like the brand. We’re also building in elements to support future product drops, quizzes, and luxury hotel giveaway campaigns.
✅ Everything infused with story: Because this is a founder-led brand, I wanted every element to feel intentional — from the “Dear Muse” welcome letter to the quiz results based on your emotional glow archetype. Everything has a deeper layer, and everything is built to help you feel seen.
As a Filipina-American founder, creating a skincare brand like this is deeply personal. Secret of Seoul is a love letter to everything I’ve admired in Korean beauty, filtered through the lens of what I know to be true about skincare in the Philippines. It’s about representation, intention, and bringing luxury skincare closer to home — one beautiful ritual at a time.
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Over the years I've learned that pretty designs are great—but designs that convert? That’s where the real magic happens. I love creating brands and websites that not only look beautiful but actually bring in more clients. I love nerding out over the little details that turn a website into a lead-generating machine.
When I’m not designing, you’ll probably find me meal prepping in the kitchen (my love language), walking in nature for inspiration, or curled up with my Siamese cat Bandit, binge-watching reality TV (because balance, right?).
