My name is Nemanja Golubovic, some of you probably know me as Neman and I am the Creative Director of our small, but very mighty team. I wanted to share Korean Vegan Beauty from my perspective.
Joanne has told her story a few times and how she dreamed about this for so long. Probably before she even met me. We met inside my vegan restaurant Kale My Name in Chicago five years ago.
I knew who she was from social media and I liked her immediately because she advocated for gay rights. I know Joanne advocates for everyone’s rights, but me being gay myself it felt very personal and close to my heart. That is actually why I followed her. The way I discovered her first video is such a crazy story. If you ever want to hear it let me know.
Normally when I like someone from social media I instantly jump on them and ask for a picture, but Joanne has this very unique introverted energy when you meet her the first time. She seems shy and somehow uncomfortable at all times. Probably, because she is.
My nunchi was strong that day. Nunchi, I later learned from Joanne, is a Korean word that basically means emotional intelligence, but deeper. It is the art of reading the room, sensing how someone feels without them saying it.
So my nunchi told me that all I needed to do was show her and her husband Anthony their table and keep things simple. It was a little busy and I did not want anyone to mess up their order, so I personally waited on them. I told them a bit about the restaurant that at the time was just one year old, answered their questions about the menu, and introduced them to Ajvar, a traditional Balkan dish from my home country Montenegro.
A few bites later, Joanne was no longer looking uncomfortable. She laughed at one of my silly jokes and complimented the food, so I finally said “I know who you are. I love your videos" then continued "Do you mind if we take a picture with the KMN sign when you finish your meal?”
“Omg of course.” she said.
Joanne has told her story a few times and how she dreamed about this for so long. Probably before she even met me. We met inside my vegan restaurant Kale My Name in Chicago five years ago.
I knew who she was from social media and I liked her immediately because she advocated for gay rights. I know Joanne advocates for everyone’s rights, but me being gay myself it felt very personal and close to my heart. That is actually why I followed her. The way I discovered her first video is such a crazy story. If you ever want to hear it let me know.
Normally when I like someone from social media I instantly jump on them and ask for a picture, but Joanne has this very unique introverted energy when you meet her the first time. She seems shy and somehow uncomfortable at all times. Probably, because she is.
My nunchi was strong that day. Nunchi, I later learned from Joanne, is a Korean word that basically means emotional intelligence, but deeper. It is the art of reading the room, sensing how someone feels without them saying it.
So my nunchi told me that all I needed to do was show her and her husband Anthony their table and keep things simple. It was a little busy and I did not want anyone to mess up their order, so I personally waited on them. I told them a bit about the restaurant that at the time was just one year old, answered their questions about the menu, and introduced them to Ajvar, a traditional Balkan dish from my home country Montenegro.
A few bites later, Joanne was no longer looking uncomfortable. She laughed at one of my silly jokes and complimented the food, so I finally said “I know who you are. I love your videos" then continued "Do you mind if we take a picture with the KMN sign when you finish your meal?”
“Omg of course.” she said.
The next time they came I was not their server. I just sat with them and we talked for hours. It felt like we had known each other for years. We have been friends ever since.
I started learning so much about Korean culture. I told her everything about Montenegro. It is crazy how some things are completely different yet others so unbelievably similar.
Many times I would ask Joanne about Korean beauty, especially because I had just entered my thirties with absolutely no skin care routine. Never used cream. Never done Botox and never will because I am terrified of needles. And K-Beauty is SOOO popular, but she would respond:
“I know, but most products are not vegan, it is so hard. I wish I could start my own K-Beauty company, but vegan.”
“Why don’t you?” I asked, probably weekly.
“I just do not know where to start.”
She knew she would need a team. A good one. But I knew she needed to figure it out because I needed face cream urgently.
And I needed it to be two things:
1. KOREAN (because when it comes to beauty no one on the planet comes close)
2. VEGAN (because I am not willing to pay for cruelty so I can look pretty)
“Girl, you are both. You are Korean and you are vegan. I need that face cream and I need it now.”
Three years later I finally got it. Lol
How, you wonder?
Summer of 2022. I reprised my role as judge and mentor on a competition reality show called The Blox. It is a super educational show, it’s on Amazon Prime, but it is very boring to watch, however it is incredibly fun to shoot and be part of. I have done four seasons and I learned more about entrepreneurship there than anywhere else in my life. I met so many amazing founders.
And in 2022 I met Eunice Kim, co-founder of the K-Beauty brand Brigcha. That was the moment I knew. THIS IS THE SIGN. I fly to Oklahoma and randomly find a K-Beauty expert?
Eunice basically spent her entire life inside the K-Beauty world. Her Korean husband Chris did the same. They know the industry inside and out. They understand formulations, ingredients, manufacturing, market trends, retail standards, everything. They are the real K-Beauty experts and I wanted Joanne to meet them so badly.
After we wrapped the show I asked for their contact info and asked if I could introduce them to my Korean friend who dreamed of starting a vegan K-Beauty brand and if they would be willing to help. Fortunately they agreed and one week later the four of us were on our very first Zoom call. Eunice, her husband Chris, Joanne and me.
Originally I just wanted to make the introduction, so I can get a face cream. But Joanne wanted me to be part of it. I was the only non Korean person in the group and I did not know if I fit in, but Joanne made it very clear to me:
“I am not doing this without you.”
I had always wanted the title of Creative Director. I do not know why. It just sounded cool and I am a creative person so I said, “Ok I will serve as Creative Director for Korean Vegan Beauty.”
It took months of brainstorming, structuring partnerships, and developing products. But everyone believed so deeply in this company that Eunice and Chris became Joanne’s partners rather than simply outside help to create the brand as it usually happens. They believed in Joanne, in the mission, and in Korean Vegan Beauty so much that they wanted to join the journey.
Me personally?
I just wanted a really good face cream.
And yes, I finally got it.
But I also got a new job and a new title I always wanted.
Yours Truly,
Creative Director
I started learning so much about Korean culture. I told her everything about Montenegro. It is crazy how some things are completely different yet others so unbelievably similar.
Many times I would ask Joanne about Korean beauty, especially because I had just entered my thirties with absolutely no skin care routine. Never used cream. Never done Botox and never will because I am terrified of needles. And K-Beauty is SOOO popular, but she would respond:
“I know, but most products are not vegan, it is so hard. I wish I could start my own K-Beauty company, but vegan.”
“Why don’t you?” I asked, probably weekly.
“I just do not know where to start.”
She knew she would need a team. A good one. But I knew she needed to figure it out because I needed face cream urgently.
And I needed it to be two things:
1. KOREAN (because when it comes to beauty no one on the planet comes close)
2. VEGAN (because I am not willing to pay for cruelty so I can look pretty)
“Girl, you are both. You are Korean and you are vegan. I need that face cream and I need it now.”
Three years later I finally got it. Lol
How, you wonder?
Summer of 2022. I reprised my role as judge and mentor on a competition reality show called The Blox. It is a super educational show, it’s on Amazon Prime, but it is very boring to watch, however it is incredibly fun to shoot and be part of. I have done four seasons and I learned more about entrepreneurship there than anywhere else in my life. I met so many amazing founders.
And in 2022 I met Eunice Kim, co-founder of the K-Beauty brand Brigcha. That was the moment I knew. THIS IS THE SIGN. I fly to Oklahoma and randomly find a K-Beauty expert?
Eunice basically spent her entire life inside the K-Beauty world. Her Korean husband Chris did the same. They know the industry inside and out. They understand formulations, ingredients, manufacturing, market trends, retail standards, everything. They are the real K-Beauty experts and I wanted Joanne to meet them so badly.
After we wrapped the show I asked for their contact info and asked if I could introduce them to my Korean friend who dreamed of starting a vegan K-Beauty brand and if they would be willing to help. Fortunately they agreed and one week later the four of us were on our very first Zoom call. Eunice, her husband Chris, Joanne and me.
Originally I just wanted to make the introduction, so I can get a face cream. But Joanne wanted me to be part of it. I was the only non Korean person in the group and I did not know if I fit in, but Joanne made it very clear to me:
“I am not doing this without you.”
I had always wanted the title of Creative Director. I do not know why. It just sounded cool and I am a creative person so I said, “Ok I will serve as Creative Director for Korean Vegan Beauty.”
It took months of brainstorming, structuring partnerships, and developing products. But everyone believed so deeply in this company that Eunice and Chris became Joanne’s partners rather than simply outside help to create the brand as it usually happens. They believed in Joanne, in the mission, and in Korean Vegan Beauty so much that they wanted to join the journey.
Me personally?
I just wanted a really good face cream.
And yes, I finally got it.
But I also got a new job and a new title I always wanted.
Yours Truly,
Creative Director
