Soo-Jin’s Story

 

When Founder and Product Developer Soo-Jin Yang sets out to make a new product, her goal is to make your life easier.

Before finding her passion in the beauty industry, Soo-Jin Yang, a Bay Area native, worked in retail, accounting, and ran her family’s two small businesses. Raised in an immigrant family, she had an intimate understanding of the struggle of women with limited English skills to advocate for themselves and their talents in the workforce. She decided to start her own beauty business to help others launch professional beauty careers. She knew with her deep understanding of conquering struggles as both a female and immigrant entrepreneur she had valuable insights and a unique perspective that would help others achieve success.

While still working full time, she attended beauty college in the evenings and became a California State Board-licensed Manicurist in 2006. The following year she returned to beauty college to become a licensed Esthetician and opened her own spa. She has worked as a lash trainer since 2010. Soo-Jin trained her staff at her spa in lash extensions, facials, waxing and nail services to offer hygienic, damage-free services with superior quality and customer service.  She had discovered the formula for effective training for transforming the novice into a professional as evidenced by over 235 reviews with an average 4.5 rating on Yelp.

In the thirteen years since launch, the focus of her business has shifted from direct services to professional extension products. Realizing she could make a greater difference with creating innovative products to help the beauty professional’s daily work life easier. Soo-Jin launched Illumino.  In a short while Illumino has become a global brand to share her innovative methods and products with extension artists around the world.