The appeal is simple: focus on preventing problems before they start, keep formulas kind to the skin, and make products that feel so good you actually use them every day. It’s also big business and South Korea’s cosmetics exports hit around $11.4 billion in 2025, a record year.
There’s a whole machine behind it: strong labs, quick development cycles, and manufacturers that are great at making formulas that are both effective and pleasant to use, think lightweight hydration, barrier-friendly creams, and sensitive-skin staples that don’t need to “burn” to feel like they work.
Muby is launching in Sweden with a clear angle: Swedish mindset, Korean at heart, and built around a barrier-first philosophy with a simpler routine. Fewer products, less fuss just the essentials done well. The brand was founded by the founder of the logistics company Airmee, Julian Lee. Sweden Herald has interviewed Julian Lee and asked questions about what makes his new brand, Muby, special.
You previously founded a very successful tech startup that has become a national household brand in Sweden. Why did you choose beauty for your next startup?
I’ve always been interested in beauty and health, and skincare combines the two. At the same time, Korean culture is having a global moment, from music and tv to food and beauty. And with my Korean roots, I wanted to build something connected to Korea.
What problem did you personally want to solve when you started Muby in Sweden?
As a Korean, I was raised in a culture where taking care of your skin is seen as natural and a daily routine from a young age. But growing up in Sweden, I noticed that skincare traditionally hasn’t played the same everyday role it does in Korea. At the same time, over the past decade skincare has become much more complex, with many products and steps, which can feel overwhelming. So I wanted to create a brand with simpler routines and using the best technology and latest innovations. Because great skincare shouldn’t be complicated.
Your positioning is “Swedish-born, made in Korea.” What does Korea add that you couldn’t realistically achieve elsewhere?
Korea is often seen as the global center of beauty. It's a culture obsessed with perfecting your appearance. As such Korea has come very far when it comes to skincare technology and innovation. Many experts say it's a decade ahead of the rest of the world.
Barrier-first: In simple terms, what does focusing on the skin barrier change for people with dryness, redness, or breakouts?
Almost all skincare concerns have their source in a compromised skin barrier. The skin barrier is the outermost layer of your skin that acts as a protective shield. When it becomes damaged it loses its ability to retain water and allows irritants deeper access which causes for example a dull skin tone, dryness, fine lines, redness and breakouts. So focusing on the skin barrier is a preventive approach that focuses on long-term skin health.
What was your “non-negotiable” in formulation (texture, irritation risk, specific ingredients, fragrance-free, etc.)?
Since our philosophy is barrier-first, everything needed to support the skin rather than challenge it, but still be effective for many different skincare concerns. That meant multifunctional formulations that are free from fragrances and artificial color, and are clinically and dermatologically tested for sensitive skin.
Sweden’s climate is tough on skin. How did Scandinavian weather influence the final formulas?
Sweden has very long winters with low temperatures, dry indoor air, and a lot of wind, all of which put constant stress on the skin barrier. So from the beginning, we knew hydration alone wouldn’t be enough. The formulas had to help the skin hold on to moisture and stay resilient over time. So our formulations include several different ingredients and actives that help seal everything in without feeling heavy.
Who is Muby for: beginners, minimalists, or people who’ve overused strong actives and need to reset?
We say that Muby is for everyone with skin, so it's for everyone. We intentionally made products based in science that also are simple to use. We hope that the products will become the go-to essentials whatever your lifestyle, skin concerns or age, and that they will improve your skin over time.
What’s next: new products, retail expansion in Sweden, or something else?
We have ambitious plans, and the skincare market continues to grow rapidly. But we're still early on in our journey so we're focusing on one product at a time. Currently it's our serum, Essential Boost, and cream, Essential Moist.
