Our Story
Hi, I am Agnes Kim
I was born in the US, moved to Korea at 8, and came back for high school. I have spent most of my life moving between those two worlds and what I kept noticing was how much my American friends were missing.
Not because Korean skincare is complicated. But because nobody was showing it to them the way a friend would.
When I would visit Seoul or talk to my family there, I would come back with products, recommendations, treatment ideas. Things my friends could not easily find or even know to look for. The skincare philosophy that Koreans grow up with, the clinic treatments that are genuinely worth the trip, the products that never make it to US shelves. My friends trusted my recommendations in a way they did not trust influencers or brand websites, because I was not selling anything. I was just someone they knew who happened to know Korea.
I wanted to make that official.
ViaJiin is named for exactly that feeling. Via, a journey. 지인 (Jiin), someone you know.
Not a brand talking at you. Not an algorithm guessing. A trusted person in your life who happens to know Korean skincare inside and out, and can tell you exactly what your skin needs.
I have spent my career at the intersection of culture, consumer products, and global markets, leading market expansion at Xbox and before that at Sony Pictures. I know how products travel across borders, and I know what it takes for something to actually land with people versus just look good from a distance. ViaJiin is that same instinct, applied to your skincare routine.
Agnes Kim
Founder, ViaJiin
How the kits are chosen
Nothing here was picked off a trend list. I read the Korean reviews written by people who paid for these themselves, spoke with the founders and the people responsible for making the products about how they think about formulation, and checked every ingredient across a kit so the routine holds together as one system rather than four separate purchases.