Peach & Lily founder Alicia Yoon gives Inc. an exclusive look at the rollout that made her product launch go viral.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Alicia Yoon, CEO of Peach & Lily. Photos: Courtesy company

Last week, makeup artist and content creator Erica Taylor started gushing online about a new skin care product. This was nothing new for Taylor—she regularly reviews products for her 3.7 million Instagram and TikTok followers—except for the fact that she didn’t know what company sent it to her.

“I know it’s vegan,” she said in a TikTok. “I know it’s inspired by Korean treatments, I know it’s a brand I like, but I don’t know who.” Taylor raved about how glowy the mystery product makes her face look, and joked that she was going to kiss the brand’s founder “right on the mouth” when she found out who they are. “You might not want to invite me to your events—I don’t know,” she quipped. Several other creators, including licensed estheticians Gina and Marissa Ribisi—who go by My Sister’s Skin online—also received the sample. “Whatever this is, it is very innovative,” Gina said in a........

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