From the Inside Out: Sora Lee’s Journey to Creating Returnu

Here at Ohlolly, we love discovering the stories behind the brands we carry. In this interview, we chat with Sora Lee, founder of RETURNU—a skincare brand focused on real results, transparency, and meaningful care. With over a decade of experience at some of Korea’s top beauty companies, Sora shares what inspired her to step away from trend-driven marketing and build a brand grounded in authenticity and clinical efficacy.

1. Would you please tell us three quick facts about yourself?

Hi, I'm Sora Lee and I run the skincare brand RETURNU. I’ve worked in the Korean beauty industry for about 14 years, primarily as a brand manager. I’ve had the opportunity to work at some of Korea’s top beauty companies, including Nature Republic, Banila Co, and CJ. I’m someone who truly loves cosmetics.

2. How old is the brand RETURNU? What is the significance of the name?

RETURNU was founded in 2022 by two beauty industry professionals. The name embodies our core mission: to bring a positive turning point to your skin. "Re" stands for renewal, "Turn" for transformation, and "U" for you, the customer at the heart of everything we do. Together, it forms our brand philosophy: a Real Turning Point for Your Skin.

3. What led you to start RETURNU? Was there a turning point for you personally?

Working at large corporations and major beauty brands, I became tired of the industry’s tendency to chase trends, launching products filled with flashy buzzwords or hero ingredients that, in reality, delivered little to no real results. As I gained more experience, I became increasingly disillusioned with how rarely those products truly helped the consumer. I wanted to build a brand rooted in authenticity and transparency, something based on real principles and proven efficacy, that could genuinely make a difference for people’s skin. That’s why at RETURNU, we only launch products that have undergone clinical trials and demonstrated real, measurable results.

4. Seoul is central to RETURNU's identity. What aspects of the city most influenced your product development or brand philosophy?

Seoul is an incredibly fast-moving and trend-driven city, but it’s also rich in heritage and tradition. We reflect both aspects in RETURNU, using time-honored Korean plant-based ingredients grounded in history, combined with cutting-edge textures and formulations. Our goal is for our products to be a true turning point in your skincare journey.

5. What were some of the biggest lessons you learned in the early days of building RETURNU?

We put a lot of focus on our global customers, and one of the key challenges was understanding how different their preferences are when it comes to product texture. It definitely pushed us to be more adaptable and thoughtful in our formulations. We also realized that unlike in Korea, where multi-step skincare routines are the norm, many global consumers prefer a simpler, more streamlined approach. That insight led us to focus on products that deliver clear, visible results without requiring a complicated regimen. As someone who was used to 7-step routines myself, it was a big shift but we chose to simplify and focus on high-efficacy essences because we believed it aligned more closely with our brand’s true purpose.

6. What are your personal go-to RETURNU products?

It changes by season, but my all-time staples are the Pore Shooter Gommage Cleansing Balm and the Deep Comfort Cream. The cleansing balm is an all-in-one, transformative texture that’s incredibly gentle on the skin yet removes makeup effortlessly. I even use it on no-makeup days. I just add a bit of water to activate the gommage function and gently exfoliate. While over-exfoliation isn’t ideal, soft exfoliation like this doesn’t harm the skin barrier and actually helps smooth the surface. The Deep Comfort Cream is exactly what its name suggests, pure comfort. I always reach for it when my skin feels stressed or unbalanced.

7. Any beauty tips/hacks to share with us?

Since Korean products offer such a wide variety, I often get asked how to layer them properly. My go-to advice is to apply products from the lightest to the thickest texture, think toner first, then essence, then cream. Each step builds in richness, so this order helps maximize absorption. And here’s a crucial tip: give each layer about 2–3 minutes to fully absorb before moving on to the next. If you rush through it, the products don’t have time to sink in properly, and the next step won’t perform as well. Patience really pays off when it comes to skincare.

8. Is there anything coming up for RETURNU (products, events, etc.) that you're excited to share?

Yes! We’re launching an anti-aging line later this year, and I’m really excited about it. Stay tuned. We’ve put a lot of care into creating something that’s both gentle and powerful.