“Once Trust is Built, It Naturally
Opens Doors to New Opportunities.”
Ryan Kim, CEO of W1sh Beauty
Located in Duluth, W1sh Beauty stands in a prime spot with well-developed infrastructure and easy access, right next to the major retailer Sam’s Club. CEO Ryan Kim oversees not only the retail store but also the operations of their online B2B marketplace and the management of the entire order flow. Additionally, he handles sales and distribution for hair chemical brands Loc N and PureO, playing a significant role in the beauty market. In a fast-paced and competitive industry, how does he navigate his multiple roles and lead the beauty supply sector? We sat down with Mr. Kim to learn about his operational philosophy and strategies.
The Naturally Chosen Path in Beauty
After majoring in marketing, Mr. Kim began an internship at the global beauty brand Wella. Recognized for his talents, he was hired full-time and later took on Asian marketing. “I visited Korea twice a year, touring tech factories and staying in dormitories for a month, fully immersing myself in Korean culture.” With his sharp business acumen and no longer hindered by language or cultural barriers, his career advanced steadily in his mid-20s. He became the exclusive distributor for overseas brands like OPI, exporting to Korea and actively supplying chemical products to chains. When a nail salon owner in Korea asked him to help export a nail foot spa machine to the U.S., offering $1,000 per unit sold, the venture unexpectedly succeeded. However, a fire soon after halted the business, prompting him to find a new direction.
Mr. Kim helped at his father’s beauty supply store in New York as a young man. The store primarily served Hispanic customers and closed by the time he graduated, limiting his exposure to the Black beauty market. Encouraged by a friend, he developed an interest in the hair industry and joined Shake-N-Go in 2003, managing the Southeastern region and expanding his customer base until 2008. “I enjoyed working at Shake-N-Go, where I excelled and eventually moved up to the planning department. “The clients I met back then all turned out to be aunties.” Through the matching making of these “client aunties,” Mr. Kim met his wife and eventually got married. He had originally planned to return to New York, but considering his wife’s studies in pharmacy school in Georgia, he decided to settle there instead.
The Start and Growth of W1sh Beauty
W1sh Beauty initially started as the second wholesale store of Young’s Trading, run by Mr. Kim’s father-in-law, a pioneer in Georgia’s beauty industry since 1993. The primary customer base was in the Doraville area. However, the new Duluth location saw fewer wholesale customers than expected, so after six months, it transitioned into a retail store, with Ryan Kim taking over management.Mr. Kim said, “Just because I work in the store myself doesn’t mean sales will change dramatically. What’s more important is adjusting the store’s flow to match customer needs.” In other words, he needed a well-systemized strategy—one that accurately identifies what customers want and operates the store accordingly.
W1sh Beauty’s Operational Strategy 1: Efficient Operations through Team Building and Data Analysis
Previously, orders were based on salesmen’s recommendations, leading to unexpected inventory surpluses. To address this, Mr. Kim implemented a data-driven system, separating the purchasing and sales teams. After setting sales targets, they now create quarterly purchase and sales plans. This approach allows them to track store flow and demand accurately, using the POS system and data analysis for inventory management and sales strategies. He emphasizes that this method reduces errors and improves overall business efficiency.
W1sh Beauty’s Operational Strategy 2: Leading Trends through Market Research
“You shouldn’t just wait for the wholesalers to provide information; you need to actively research the market and lead the trends yourself,” Mr. Kim says. Popular products are often followed by cheaper versions, leading many beauty stores to replace their stock with these affordable alternatives. “That’s why people say the beauty supply market has no loyalty to brands,” he laughs. However, he doesn’t focus solely on cheap products. Instead, he curates a range of items at various price points, rotating stock seasonally to meet customer needs and keep the store vibrant, much like large chain stores. Recognizing that customer profiles differ by locations, he tailors his strategy to reflect regional differences. For example, the downtown and Duluth stores have distinct customer bases, so significant effort goes into adapting the product selection for each. “To differentiate, you need to strengthen your sourcing. Showcasing unique products that aren’t commonly found and expanding into accessories is also a good strategy these days,” he adds.
W1sh Beauty’s Success Strategy 3: Talent Management and Communication
Mr. Kim’s firm philosophy on employee management is to help them reach their full potential. “While finding the right people is important, it’s equally essential to nurture the talent you already have.” At W1sh Beauty, employees aren’t limited to one task. A cashier may handle customer service the next month, or a staff member who worked on displays might focus on developing sales strategies. Through this rotation system, he is able to quickly identify each employee’s strengths and assign them roles that suit them best. He explains, “Some employees are hesitant to take on new tasks, but when given the chance, they often exceed expectations. I don’t judge beforehand; I let them prove themselves.”
One notable aspect of W1sh Beauty’s management style is Mr. Kim’s communication with his employees. He encourages them to take ownership of the store’s operations by frequently asking, “If you were running the store, how would you handle it?” He prefers giving employees the chance to think for themselves and collaborate on solving challenges, rather than giving one-sided orders. To facilitate this, W1sh Beauty holds weekly staff meetings and monthly manager meetings to share updates and set goals. “Collaboration to find solutions and improvements fosters a sense of ownership in employees. The more employees you have with that mindset, the better the store’s atmosphere becomes,” he explains. Additionally, he motivates his employees by offering performance-based rewards. He regularly asks, “How can I help you achieve better results?” to understand each individual’s needs and provide tailored support. Recently, he has adapted to younger staff’s preference for avoiding face-to-face conversations by using text messages and other messaging platforms for effective communication. “Young employees often find in-person conversations a bit intimidating, so we use text or messaging to share ideas and stay connected without discomfort,” he shares.
Communication and Trust Between the First and Second Generations
Ryan Kim, who immigrated to the U.S. at seven, grew up in his family’s beauty supply business and continues to lead the industry with them, staying close to the pulse of the field. In this interview, he discussed the generational shift in the Korean-American beauty industry. While he views the growing focus on the second generation as positive, he emphasized that the experience and wisdom of the first generation remain essential. “Taking over a business is not simply about inheriting the ‘key’. The second generation must build on the foundation laid by the first, integrating new methods. Without that, natural growth and a successful transition become difficult.” He pointed out the risks of the first generation fully handing over control to the second. While the younger generation’s push for efficiency is beneficial, it often clashes with the realities of the industry. “In the beauty industry, relationships and trust are key, so it’s crucial to harmonize with existing methods,” he stressed. Mr. Kim believes that bridging the generational gap through active communication is vital for industry growth, with trust as the most important element. “When trust is established, new opportunities will naturally arise. Instead of competing by turning away from each other, I believe in sharing and growing together.”
Mr. Kim’s Personal and Business Goals
As a father of two, he sees his biggest goal as helping his children pursue their passions as they grow. “I want to support my children in finding what they each love and help them make their own choices.” He also finds rest and rejuvenation through travel. Despite his busy schedule, he makes time for family trips during holidays, saying, “Traveling, seeing new places, and experiencing different things gives me a lot of energy.”
Mr. Kim describes his current business situation as a period of change. “I believe it’s time for an upgrade. The market is evolving quickly, so I’m carefully considering the direction to take moving forward.” It will be exciting to see what new changes he brings to the beauty market in the future.
The new body cream from Loc N, distributed and sold by Ryan Kim.
The B2B shopping site, youngsGA.com, operated by Mr. Kim and his family, is frequently used by retail store owners in areas with limited wholesale access. As the number of users continues to grow, a section of the store is now being used for operating the shopping site.
