Here at Ohlolly, we love discovering the stories behind the brands we carry. In this interview, we chat with Yumi Kim, founder of Luvum—a skincare line rooted in love, community, and purposeful formulas. From her beginnings in content creation to creating products inspired by her own family, Yumi shares the heart and vision behind Luvum, plus what’s coming next.
Why the name Luvum? And tell us how to pronounce it.
The name "Luvum" originated from a nickname that emerged through interactions with my fans and was created by combining the words "Love" and my username "Yoomth" into a shorter, more affectionate form. Over time, this nickname naturally evolved into the name of my brand. Even now, I refer to my customers as "Luvums" when engaging with them. We pronounce it as “Love-you-m” as we also want people to remember to love their moment, which is another motto of our brand.
Coming from content creation, what inspired you to launch Luvum?
I started my business with children's clothing and eventually expanded into cosmetic group purchases, which led me to develop a strong trust and confidence in Korean manufacturing. The biggest motivation for starting my own brand came from the desire to create skincare products that would genuinely improve the skin of my husband. In fact, my husband was the very first person to test the cosmetic samples, and based on the clear, visible results, I was able to launch my brand with confidence.
What’s been the biggest challenge with starting your own brand? The biggest reward?
Honestly, every moment feels like a challenge in a different way. Our entire team works hard to bring each product to life, and the biggest challenge is wondering whether our sincerity will truly be conveyed to our customers. On the other hand, the greatest reward is the thought that our efforts are recognized and that our products are being used and appreciated by people around the world.
What are your personal go-to Luvum products?
Personally, I really love the Bamboo Hyaluronic Hydrating Serum and the matching Cleanser (Bamboo Hyaluronic Moisture Gel Cleanser) from our hydration line. The serum deeply replenishes moisture from within, and with each layer, I can truly feel my skin barrier becoming stronger. The cleanser is gentle yet effective, and thanks to the bamboo extract, it leaves the skin feeling
hydrated even after cleansing. It's actually one of our most repurchased products in Korea!
Any beauty tips/hacks to share with us?
One of Luvum’s greatest strengths is that our formulas are neither sticky nor heavy, allowing you to easily layer products where needed. You can also mix and match different products across different lines according to your skin’s condition that day, and they work together really synergistically.
Is there anything coming up for Luvum (products, events, etc) that you‘re excited to share?
At Luvum, we're currently developing new products that not only include naturally derived ingredients, but also incorporate more potent, functional ingredients for enhanced effectiveness. The upcoming releases are expected to deliver both gentle formulations and speedy, visible results! We truly appreciate your continued interest and support, and we promise to keep growing while staying connected with our Luvum family around the world!
We’re definitely keeping our eyes on Luvum. This brand blends thoughtful formulation with real heart, and it’s clear that Yumi and her team are creating something truly special. From gentle hydration to barrier-boosting heroes, Luvum is all about skincare that supports and empowers.
Discover the full Luvum collection here. You can also connect with Yumi at @yoomth! Follow us on Instagram @ohlollybeauty for the latest launches and skincare tips.
