What’s My ‘Real’ Hashtag?
#Hair Growth Journey

Working on a hair brand has shown me that hair plays a far larger role in how we experience ‘beauty’ than most people realize. Think about it: you’re getting ready to head out, but no matter how long you spend blow-drying, your hair just won’t lift. And your whole morning feels a little off. Concerns like hair thinning and lack of volume may seem minor to some, but they can genuinely shape a person’s confidence and sense of self. When we help ease that worry, everyday life becomes that much more balanced and fulfilling.

That’s why my ‘real’ hashtag is #Hair Growth Journey. It reflects my commitment to walking alongside customers as their scalp and hair become healthier and more beautiful with RYO ROOT:GEN.

Anchored in that hashtag, here are three keywords that capture both my work and my life. There’s #Ageless, about maintaining real, lasting volume and the hair confidence that comes with it. There’s #Beyond Borders, about taking on the world beyond Korea. And there’s #Dive in Life, about drawing genuine insight from everyday moments. Through these three lenses, the story of Soyeon Park, a BM dedicated to advancing the health and beauty of hair, begins.

#Ageless — Keeping Yourself at Your Best, at Any Age

I still remember the personal statement question I answered when I applied to Amorepacific: ‘Describe what beauty means to you.’ That question has stayed with me ever since, and I still ask myself the same thing today. For me, beauty isn’t simply about looking pretty. It’s about being in ‘a state of happiness and harmony,’ one that keeps you at your best, regardless of age. That sustaining force is what #Ageless means to me, and it’s the beauty I strive for.

One of the clearest expressions of that beauty is ‘hair volume.’ Hair confidence really does come down to volume. Working on ROOT:GEN, I’ve spent a tremendous amount of time thinking about ‘volume you can count on to last.’ That focus gave rise to a line of products built on hair loss care technology developed specifically for women — technology that delivers volume you can actually feel. Full, lifted hair makes the face look more sculpted and gives the overall impression of a more youthful appearance.

2026 marks an important milestone for ROOT:GEN. I’m working on pushing our ‘volume’ strengths to the next level and preparing new initiatives that bring #Ageless to life in a more meaningful way. A stronger, more evolved ROOT:GEN is coming soon.

#Dive in Life — When a Life Full of Hobbies Becomes a Goldmine of Insight

Everyday life is my most honest source of inspiration. And it holds more answers than you might expect. From Pilates and swimming to watching figure skating and following K-pop, I’m what you’d call someone who takes their hobbies seriously, and I have plenty of them. These pursuits make daily life more enjoyable, and they have a way of quietly feeding back into my work.

Right now, swimming is the one thing I can’t get enough of. Underwater, there’s no room for stray thoughts; it’s just breathing and movement, which makes it feel like a form of meditation for me. When I swim, I wear a silicone cap to protect my hair, but because silicone traps heat, my scalp gets quite warm. So I’ve been applying more scalp essence than usual, both to bring the temperature down and to shield my scalp from the heat of blow-drying afterward. What I’ve noticed, though, is that most of the people I swim with tend to skip scalp care entirely when they’re doing their post-swim hair routine. Every time I see that, I catch myself slipping into work mode, wondering, ‘How could I get this product in front of them?’ Sometimes I’ll even hold my RYO product with the logo facing out, so that people can see it. (Laughs.)

And from there, the insights tend to follow naturally. I’ll find myself imagining things like, ‘What if we did product sampling at the pool?’ Small, everyday moments like these become clues that help me better understand both the product and the people who use it.

#Beyond Borders — ROOT:GEN’s Hair Heritage, Ready for Its Next Chapter

A truly great product should be able to cross borders and resonate anywhere in the world. With that in mind, I’ve been consistently monitoring customer responses and real-world usage across various channels, including Amazon, while carefully considering how to communicate ROOT:GEN’s heritage and product quality from a global customer perspective. Simply adapting to a market isn’t enough. What matters to me is creating something that fits naturally into customers’ lives wherever they are.

That philosophy is reflected in how we’re approaching ROOT:GEN’s global expansion right now. We’ve developed our communication approach so that the product and its heritage feel like a natural fit within the lifestyles of customers around the world, and we’ve built our product detail pages with that same intent. Through this process, we’re looking beyond product efficacy alone to consider sustainability and the overall customer experience, to become a brand global customers reach for as a natural part of their daily routine. ROOT:GEN is set to meet customers worldwide on Amazon in the first half of 2026.

MINI INTERVIEW

Soyeon Park’s Recruitment Tip

I majored in Chinese, joined Amorepacific in a global role, and spent seven years in global marketing. It was a time when K-beauty was expanding rapidly, so the job naturally brought with it a wealth of diverse experiences. These days, a ‘global sensibility’ is important regardless of the field you work in. A lot of people are actively building international experience with that in mind, and what matters most in that process is developing a competitive edge that is distinctly your own.

Beyond the usual routes of language programs, exchange semesters, and overseas internships, I’d encourage you to seek out a wider range of experiences. Immerse yourself in the apps, shopping platforms, and social media that are actually trending in local markets. Meet people who live there. Experience the trends firsthand. Experience them firsthand. Knowledge is something you can always pick up once you’re in a company, but that kind of intuitive feel for the world — the sort you earn by putting yourself out there — becomes an asset and a strength that solely belongs to you.