The Story Behind ILUDA: A Journey from Seoul to Sydney

Yipeul Yun
July 1, 2025

Title

The Story Behind ILUDA: A Journey from Seoul to Sydney

My Journey in Marketing

Hi, I’m Yipeul Yun, the founder of ILUDA.

I spent many years working as a marketer in South Korea.

My background is a bit unique as I’ve worked with a wide range of products from skincare and perfume to shampoo, fitness equipment, and supplements. Several of these later became well-known K-beauty items, still widely featured in K-beauty stores today.

Eventually, my interest in international marketing led me to Australia, where I began working as a marketer. Over time, I realized I wanted to create a brand that truly reflected my own beliefs and philosophy.

The reason I started ILUDA is simple. I wanted to share truly good products with sincerity. As a Korean, I wanted to use that connection to bring excellent Korean products to people overseas, offering them new experiences and meaningful value.

Yipeul Yun
July 1, 2025

Title

The Story Behind ILUDA: A Journey from Seoul to Sydney

My Journey in Marketing

Hi, I’m Yipeul Yun, the founder of ILUDA.

I spent many years working as a marketer in South Korea.

My background is a bit unique as I’ve worked with a wide range of products from skincare and perfume to shampoo, fitness equipment, and supplements. Several of these later became well-known K-beauty items, still widely featured in K-beauty stores today.

Eventually, my interest in international marketing led me to Australia, where I began working as a marketer. Over time, I realized I wanted to create a brand that truly reflected my own beliefs and philosophy.

The reason I started ILUDA is simple. I wanted to share truly good products with sincerity. As a Korean, I wanted to use that connection to bring excellent Korean products to people overseas, offering them new experiences and meaningful value.

A Turning Point: Selling value over products

Title

Why Values Matter

But I haven’t always marketed only great products. Early in my career, when I was still a junior marketer, I promoted a low-quality product with exaggerated claims. I was new and under pressure to prove myself, so I worked hard and unfortunately that product sold very well.

Yet at some point, I asked myself,
“Am I really offering people something that will make a positive difference in their lives?”
“Am I proud of the work I’m doing?”

After much reflection, I decided to leave a stable brand. That moment became a turning point in my life and made me certain that I didn’t want to just sell products but to create something that carries real value.

Since then, I have taken part in the development process myself, working alongside manufacturers. I stopped being just a marketer who sells products and became someone who cares deeply about quality and creation.

A Turning Point: Selling value over products

Title

Why Values Matter

But I haven’t always marketed only great products. Early in my career, when I was still a junior marketer, I promoted a low-quality product with exaggerated claims. I was new and under pressure to prove myself, so I worked hard and unfortunately that product sold very well.

Yet at some point, I asked myself,
“Am I really offering people something that will make a positive difference in their lives?”
“Am I proud of the work I’m doing?”

After much reflection, I decided to leave a stable brand. That moment became a turning point in my life and made me certain that I didn’t want to just sell products but to create something that carries real value.

Since then, I have taken part in the development process myself, working alongside manufacturers. I stopped being just a marketer who sells products and became someone who cares deeply about quality and creation.

A New Philosophy and ILUDA’s Birth

My experience in Australia added a deeper layer to my brand philosophy. This multicultural country is home to people from countless backgrounds and appearances and I was moved by the unique beauty that comes from this diversity.

Not standardized or uniform beauty but the beauty of being oneself. I wanted to build a brand that supports and celebrates that kind of beauty.

All of these experiences came together to bring ILUDA to life. I wanted to suggest a way of caring for ourselves that’s natural and comforting, not forced or artificial. And the first product born from that belief is the Premium Ceramic Gua Sha.

ILUDA is a brand that holds the many experiences and lessons I gathered while working as a marketer in both Korea and Australia. Through everything I’ve learned and the values I want to uphold, I hope to offer each customer comfort and a fresh, meaningful experience.

Like our slogan says
“Find Comfort, Find Yourself”
I hope our products become a small pause for you, a chance to reconnect with your true self.

Thank you.
Yipeul Yun

A New Philosophy and ILUDA’s Birth

My experience in Australia added a deeper layer to my brand philosophy. This multicultural country is home to people from countless backgrounds and appearances and I was moved by the unique beauty that comes from this diversity.

Not standardized or uniform beauty but the beauty of being oneself. I wanted to build a brand that supports and celebrates that kind of beauty.

All of these experiences came together to bring ILUDA to life. I wanted to suggest a way of caring for ourselves that’s natural and comforting, not forced or artificial. And the first product born from that belief is the Premium Ceramic Gua Sha.

ILUDA is a brand that holds the many experiences and lessons I gathered while working as a marketer in both Korea and Australia. Through everything I’ve learned and the values I want to uphold, I hope to offer each customer comfort and a fresh, meaningful experience.

Like our slogan says
“Find Comfort, Find Yourself”
I hope our products become a small pause for you, a chance to reconnect with your true self.

Thank you.
Yipeul Yun