I am Hyunjung Lee, founder of Seroum Skin.

I was born and raised in South Korea, where skincare is not an act of vanity, but one of self-respect. It is not something you "have to do"; it is part of who you are, as natural as breathing or eating. It is in our blood.

In 2017, I landed in Madrid. What began as a new personal chapter quickly turned into a deep love for Spanish culture. I was captivated by its light, its vitality, and that unique way of enjoying life, so different from the frenetic pace of Seoul.

The revelation in Europe

Living in Spain opened my eyes. I met wonderful, passionate, and curious women who would always ask me with admiration: "How do you manage to have skin like that?"

I noticed a fascinating pattern: there was a genuine interest in K-Beauty, but also a huge barrier. For the European woman, the traditional Korean routine felt strict, complicated, and often unfeasible due to a lack of time or the "laziness" of following ten steps every night.

I understood that the problem was not a lack of desire, but a lack of adaptation.

Seroum Skin is born

At the end of 2025, I decided it was time to unite my two worlds.

Seroum Skin was born with a purpose that goes beyond selling cosmetics. I want to be the bridge between the high standards of Korea and the lifestyle of Europe.

I have created this space to demystify the Asian routine. I want to show you that you don't need to suffer or spend hours to have healthy skin. My mission is to share my culture with you in a simple way, eliminating the complexity so that your skincare routine stops being an obligation and becomes your moment of calm and confidence.

I want you, when looking in the mirror, not only to see younger or brighter skin, but to feel the security of doing the right thing for yourself.

Welcome to authentic, honest Korean cosmetics that are, at last, designed for you.