Proven by Amazon Consumers, Endorsed by Experts
Now Knocking on the Doors of Beauty Supply: Bephor’s June Lim

Braided styles are popular among Black women, but scalp care remains a challenge. Shampooing doesn’t clean deeply, and neglect can cause itchiness, odor, and inflammation. Bephor’s scalp cleansing toner tackles these issues directly—it requires no rinsing, soothes without irritation, and preserves braids, earning strong reviews from consumers. With clinically proven, low-irritation ingredients, it is a product that can be confidently recommended to even the most discerning customers. In a recent conversation, Bephor CEO Lim June discussed the product, its development, and his vision to position it as a new growth driver for beauty supply retailers.

1. It’s impressive that Bephor, developed and produced in Korea, specifically addresses the hair and scalp needs of Black women. How did the idea for the brand come about?

Bephor creates customized cosmetics for Black women by combining naturally derived, low-irritation ingredients with scientifically validated formulas. The brand’s story traces back to my time at a U.S. military base in Korea, where I served alongside Nick, an African American fellow service member. She once told me, ‘Scalp and hair characteristics differ by race, yet it’s hard to find cosmetics that reflect those differences.’ Her words stayed with me, and I resolved to develop products that address both racial characteristics and everyday challenges. That mission gave birth to Bephor.

K-Beauty draws global attention for a reason. Fierce domestic competition has pushed technology and clinical verification systems to advance, and Korean cosmetics are known for meticulous testing often comparable to pharmaceutical standards. Bephor carries this K-Beauty DNA, having validated safety through testing with 50 dermatologists and receiving official verification from internationally accredited institutions for both scalp-cleansing efficacy and oil-moisture balance.

2. Before launching this brand, you must have gained deep insight into the market for Black hair and scalp care.

I am a certified trichologist* with over 10 years of experience in the beauty industry across Korea, the U.S., Vietnam, and Australia. After majoring in Beauty and Health Management in Korea, I earned a national esthetician license, an international CIDESCO diploma, and trichologist certification. I began my career in 2010 at a cosmetics company in Philadelphia, where I studied scalp and hair characteristics while working directly with consumers of diverse ethnicities. These experiences ultimately inspired me to start Bephor.

* A trichologist is a professional focused on diagnosing and treating scalp and hair issues. (Source: Financial News)

3. Many products claim similar benefits, yet their differences become unclear once they hit the shelves. What truly sets Bephor apart from other brands?

Most Western scalp care products try to ‘treat’ or ‘eliminate’ problems with strong ingredients for quick results. Bephor takes a different path. Inspired by traditional Korean medicine, we focus on protecting the skin barrier and providing basic care—hydration, regeneration, and soothing. Our prevention-centered approach strengthens the scalp’s natural resilience instead of just masking symptoms.

One ingredient we’re especially proud of is forsythia fruit, or Yeon-gyo. Used in traditional herbal medicine for centuries, it is known for its antibacterial, anti-inflammatory, and antioxidant properties, making it excellent for scalp and hair care. We researched this ingredient extensively, secured a patent, and applied it directly to our products.

4. As a traditional herbal ingredient, it likely has strong efficacy, but scent and texture are very personal. How did Black female customers respond?

A common mistake in product development is relying too heavily on the developer’s perspective, which can result in products that overlook consumer preferences for scent and texture. To avoid this, we co-created with customers from the very beginning. We worked with 200 Black consumers during the planning stage and tested prototypes with them once they were ready. For subjective factors like scent and texture, we didn’t just gather feedback— we compiled and analyzed the feedback statistically. Our 7-step development framework moves from planning to launch, producing at least 10 prototypes for iterative testing. More importantly, we look beyond surface-level feedback to uncover the subtle inconveniences and hidden needs of daily life. Identifying even unspoken needs and turning them into solutions is at the heart of Bephor’s development.

5. How has the online and global response been?

Our products are currently sold on Amazon and Walmart, and we’ve received very positive feedback from Black female consumers. One review that stood out said, “Thank you for creating a great product for the Black community.” We’ve always believed that what benefits our customers ultimately benefits us and hearing that recognition meant more than any other words.

Cosmoprof Las Vegas 2024 was also our first U.S. trade show. To our surprise, we were selected as a finalist and praised by global experts as “a product that combines innovation and inclusivity.” This award evaluates innovation, technological strength, brand influence, market impact, and sustainability. Having it judged by a panel of 14 international experts made the honor even more meaningful.

6. From customer praise to recognition by global beauty experts, I’m even more curious—what makes Bephor’s scalp cleansing toner stand out?

The toner has been clinically proven to restore scalp health. Results showed scalp itchiness decreased by about 86%, scalp buildup decreased by 59%, and odor by more than half. Oil balance improved by 62%, while moisture balance rose by an impressive 136%. Antimicrobial effects increased by 95%, anti-inflammatory effects by 59%, and pH balance stabilized by over 21%. Supported by this solid clinical data, the product has earned strong praise from industry experts, clearly setting it apart.

7. Ultimately, what store owners are most curious about is this: “It all sounds good, but will it actually translate into sales?” What practical support does Bephor provide to help stores boost sales after they come on board?

Unlike online channels, beauty supply stores are key touchpoints where Black consumers can see, touch, and try products firsthand—driving immediate reactions and word-of-mouth. That’s why we prioritize building sustainable partnerships with stores after onboarding. We don’t just deliver products—we also provide management support that drives sales. Specifically:

• We create and supply ready-to-use promotional content.
• We provide FOC (Free of Charge) products for in-store advertising.
• We feature store locations on our online shop, encouraging online shoppers to visit physical stores directly.

8. What are Bephor’s future goals?

Bephor is a social venture driven by a global citizen mindset—one that respects and embraces diversity. We dedicate a portion of profits to international NGOs and cultural exchange programs, putting these values into action. Our goal is clear: to become a leading indie beauty brand in the U.S. within two years. To get there, we will strengthen branding and marketing, engage authentically with consumers, and build a strong customer base. At the same time, we plan to partner with local strategic investors who share our vision, ensuring sustainable global growth.

june@bephor.com www.bephor.com