When the founders are passionate, it shows. Meloway is a beautiful example of this, blending care, knowledge, and creativity to make innovative products for everyone. Founders (& brothers) Ash & Aiden Kim took some time to chat with us about their family business and what they’re passionate about in the K-beauty space. Read their thoughtful responses below.
1. How did you get into the cosmetic world originally?
When we were growing up, our parents had a packaging manufacturing business, so we grew up learning about packaging and componentry, particularly in the color cosmetics space. We took a break from this world for several years, but the pull back to the world of beauty was irresistible. So we got together and created Meloway, and we launched products, some of which we conceptualized when we were in our teens, so this is quite a full circle moment that we are having!
2. What is it like working as brothers? (Ohlolly was founded by two sisters!)
We have actually become closer since we started working together. We recognize that we have different strengths and have learned to not take any disagreements personally. Plus, food is always involved whenever we are working together, which helps!
3. Why the name Meloway?
Meloway is named after Aiden’s cat Mellow. We were struggling with choosing the “right” brand name. One day, we were having yet another brainstorming session, and Mellow jumped on top of the coffee table and stared at us. It occurred to us that she had the most gorgeous eyes, and the very first product we were working on was mascara. The rest is history.
4. In your mission statement, you say you aim to “make products that meet you where you are, and where you want to be.” What does this mean to you?
For us, it means easy and accessible products. Makeup can be so daunting because it requires precision, experience and motor skills. We believe makeup is one of the most versatile tools of self-expression, and everyone deserves access without barriers, whether you are a makeup beginner or you have dexterity challenges.
5. You have such innovative & accessible packaging & formulations. What’s your approach to finding the perfect design & formula?
We believe the most important piece is the intention. From the very first step of the development process, we are thinking about how we can make the product easier to use, open, hold, and close, which shapes decisions regarding the packaging and applicators from the get-go. Making the product more user friendly and accessible is far more complicated than expanding the shade range, as this is not something you can just tweak afterwards. So we believe being intentional from the very beginning is our approach to designing the “perfect” product.
6. What does “ethically sourced” mean to you? How does Meloway implement this?
For us, ethical sourcing means no life is harmed all the way from the raw materials to the final product. There are a number of ways we implement our commitment to ethical sourcing. First, all our products are vegan and cruelty free. Second, we avoid ingredients known for harmful environmental impact or human rights abuse. Lastly, we ensure that we only work with vendors and suppliers with ethical labor and business practices.
7. In such a fast-moving, trend-rushing industry, how do you keep Meloway relevant, while staying true to your brand?
By focusing on essentials. While we pay close attention to trend, we don’t let it dictate our product assortment strategy. Especially in the age of TikTok where trends come and go at a dizzying pace, we can’t rely on it to guide our product development, which takes years. But the beauty of the “essentials” is, they are always relevant!
8. In all this company growth, do you have any free time? What do you do to stay sane as company founders?
We are not sure if we are sane, but we sure try to be! Navigating a life without PTO has been a challenge, but we have learned to appreciate little things that keep us healthy, both physically and mentally, like playing sports, going to the gym, eating good food, and having a group of close friends. Plus, we consider ourselves so lucky to be living in New York City where life never gets boring.
9. Any personal go-to Meloway products?
Brow Creation Gel. It’s the easiest “looksmaxxing” trick for us boys! Also our best kept secret- blending a small touch of red lipstick gives you a natural and healthy looking lips.
10. Are there any upcoming products we can look forward to launching out of Meloway?
Definitely. We have several products under development, so stay tuned!
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We absolutely will stay tuned! Meloway is a one of a kind brand that blends the essentials with ultimate innovation, and we can’t wait to see what they’re cooking up next. These two founders clearly know and care about what they’re making, and the products reflect that.
Go check out this beautiful brand at Ohlolly.com, explore more on their website at melowaymakeup.com, and follow them on Instagram @melowaymakeup for the latest updates. You can also connect with the founders, Aiden at @aidenxmellow and Ash at @ash_brklyn on Instagram.
