Sunhee An, CEO of Lillycover Co., Ltd., once dreamed of becoming a journalist. She was drawn to journalism because it allowed her to meet people, uncover problems, and offer solutions. But her dream of providing answers to people took a slightly different turn — instead of words, she chose science. Rather than delivering news, she decided to offer personalized skincare solutions grounded in accurate diagnosis, helping consumers used to mass-produced cosmetics truly understand their own skin. That was the beginning of a new path.

 

Her new vision was inspired by burn patients she met between 2006 and 2016 while working on medical device R&D at a local university hospital.

“Many patients gradually lost confidence due to scars and damaged skin,” she recalls. “I realized that a lack of skin health often leads to deeper psychological issues, which can worsen their overall condition.” To solve the problem, she needed to find its cause.

 

Over a decade of observation revealed a fundamental flaw in the beauty industry — a lack of precise, individualized skin analysis.

“The problem,” An explains, “was the industry’s tendency to view people as a group rather than as individuals. As a result, consumers were using mass-produced cosmetics without truly understanding their own skin.”

To change that, she founded Lillycover, built on a mission of personalized care through scientific analysis.

 

Her belief and persistence first took root in Daegu, not Seoul. Though investors encouraged her to relocate the headquarters to Seoul for easier networking and investment opportunities, An chose to stay. She wanted to give back to Daegu City, Daegu Technopark, and the Daegu Digital Innovation Promotion Agency, which had supported Lillycover in its early days.

 

That decision ultimately strengthened her company’s identity. Her commitment to regional growth helped Lillycover attract investments from Samsung and Silicon Valley, and today, the company is rapidly emerging as a global beauty-tech leader representing Daegu.

 

“I’m confident that even a company starting in Daegu can become a global player,” says An.

“With continuous research and innovation, Lillycover will grow beyond local borders to lead the world in personalized beauty solutions.”