A Unique Path to Beauty
BesselCo, initially rooted in the automotive industry, ventured into the beauty sector in 2021. This transition, although seemingly unconventional, was driven by the company’s strong ties to the Korean market and an understanding of the vital connection between health and beauty. Colleen joined BesselCo in the spring of 2022, bringing with her over 20 years of experience in the beauty industry. Her role was to spearhead the launch of the brands into the US market, and her extensive background made her the perfect candidate for the job.
A Lifelong Passion for Beauty
Colleen’s journey into the beauty industry is deeply personal. Growing up, she was surrounded by women who valued beauty: her grandmother never left the house without lipstick, her mother considered mascara essential, and Colleen herself believed in the power of clean skin and well-groomed brows. This familial influence, combined with her extensive experience in the beauty sector, fueled her passion for the industry. Over the years, she has gained a profound understanding of the symbiotic relationship between nature and science in beauty products. This knowledge drew her to K-beauty, where Korea’s medical heritage and pharmaceutical innovations lead the global market, particularly in skincare.
Bridging the Gap
Colleen’s mission is to merge her beauty expertise with the groundbreaking innovations from the Korean market, providing US consumers with access to advanced healing technologies and products. She aims to push the boundaries of clean, natural beauty in the US, challenging the industry’s reliance on flashy marketing and high-profile endorsements. Instead, she focuses on preventative, healing care, ensuring that every consumer achieves a healthy kind of beauty.
Setting Herself Apart
What makes Colleen unique is her ability to lead initiatives with a consumer-first approach. She is adept at sourcing and creating products that meet the specific needs of American consumers while respecting the heritage and integrity of the Korean brands. Her willingness to remain in a “learning mode” within the ever-evolving beauty industry sets her apart. Colleen acknowledges that one cannot be an expert in everything and emphasizes the importance of learning from others and staying current with trends and consumer preferences.
Colleen’s experience at large global corporations has prepared her for the challenges of a beauty startup. She understands the importance of adaptability, relationship-building, and maintaining a passion for the industry. Her ability to stay relevant by continually learning and embracing change ensures that she can make a significant impact in the beauty sector.
Deciding on Projects
Colleen’s project selection is driven by a commitment to clean, naturally sourced ingredients and pharmaceutical innovation derived from science. She focuses on introducing new ingredients and technologies that address unmet consumer needs in the US market, creating offerings that lead the beauty trend. Her goal is to provide products that not only meet immediate needs but also contribute to the long-term well-being of consumers.
Motivated by People
People are Colleen’s primary motivation. She is inspired by observing how individuals react to experiences and life, and she strives to accompany them on their journey back to vibrancy. Understanding what makes people light up and empathizing with them during difficult times fuels her passion for the industry.
Defining Success
For Colleen, success is defined by the health and happiness of her loved ones and the people she cherishes. She believes that true success starts within oneself and is expressed through happiness, love, kindness, and doing the right thing, rather than material possessions. This philosophy guides her approach to both her personal and professional life.
Celebrating Milestones
In the fast-paced world of large corporations, it is easy to take behind-the-scenes work for granted. However, in a small company like BesselCo, every achievement is a milestone worth celebrating. Colleen finds immense satisfaction in seeing consumers explore the products she has helped bring to market. These moments reaffirm her commitment to making a difference in the beauty industry.
Looking Forward
Colleen is excited about the future projects at BesselCo, which involve exploring new innovations in the Korean market and introducing them to the US beauty sector. One notable project is the introduction of advanced beauty devices that allow consumers to experience clinical, medspa treatments from the comfort of their homes. Additionally, the expansion of Madeca Derma, Centellian24, and W.Dressroom brands in both online and offline spaces is on the horizon, promising more opportunities for US consumers to experience the best of K-beauty.
Colleen Baren’s story is one of passion, innovation, and dedication. Her ability to seamlessly blend the best of Korean beauty with the needs of American consumers has positioned her as a trailblazer in the industry. As she continues to push boundaries and introduce groundbreaking products, the future of K-beauty in the US looks brighter than ever.
Credits
- CREATIVE & HnM: Nina Vargas @ninabvargas
- PHOTOGRAPHER: Mike Yi @mikeyiphotography
- STYLIST: Jesika Ramirez @so_rxckless
- TALENT: Colleen Baren @cbaren2 of @madeca_derma.us
- PR AGENCY: @thejkoagency
