In the world of retail, there are as few motivators as powerful for launching a brand as burnout. Which is precisely what led Taejun (TJ) Yoon, the founder and CEO of House of Balance, to launch his million-dollar K-wellness brand. After reaching a point of imbalance between his emotional and physical well-being, Yoon realized that one of the best things that brought him comfort was his self-care routine. As Yoon told Inside Retail, “That simple 30-minute ritual became my reset —
reset — a quiet space where I could breathe deeply, clear my thoughts and finally feel like myself again. That experience made me realize how powerful small daily moments can be, especially in a world where everyone feels overwhelmed.”
Yoon asked himself, “What if we could transform these ordinary routines into meaningful moments of balance?” That question led to the launch of House of Balance, a K-wellness brand designed to help people reconnect with themselves through everyday body care.
Inside Retail: What was your career path like prior to launching House of Balance? Can you provide a breakdown of your career path? What inspired you to enter the world of retail?
TJ Yoon: I originally dreamed of working at the United Nations in the fields of women’s rights and the environment. After graduating from university, I worked in Ethiopia as a research fellow on a women’s empowerment project, where I witnessed firsthand the challenges women faced, especially in accessing safe and reliable feminine care products.
When I returned to South Korea, I launched Tieut, a menstrual cup brand, in 2017. At the time, we were only the second company in the country to manufacture menstrual cups, and we quickly grew by addressing a very real and overlooked problem for women.
That experience taught me two important lessons: how powerful a brand can be when it solves a genuine consumer problem, and how deeply retail products can impact people’s daily lives.
With that understanding, I wanted to take on another meaningful challenge, one that addressed the emotional and physical imbalance so many people experience today. That mission eventually led to the creation of House of Balance.
IR: What setbacks have you experienced in building the business thus far? How have you overcome them?
TJY: As a Korean brand founder building a business in the United States, the biggest challenge has been navigating a completely different market, culture and consumer mindset.
Everything, from regulations to the communication style, felt unfamiliar at first, but I realized that the only way to truly succeed here was to show up with authenticity and to lean into the strengths of K-beauty.
I have spent a lot of time meeting consumers in person, listening to what they needed and understanding what they were missing in their daily routines. By bringing those insights back into our product development and brand strategy, we’ve been able to grow significantly this year.
In many ways, the challenges of being an international founder became our greatest advantage because it pushed us to stay close to our consumers and build with genuine intention.
IR: What have been the biggest highlights so far?
TJY: One of the biggest highlights has been achieving $1 million in sales within our first year in the US, which confirmed that our wellness-focused approach resonates deeply with American consumers.
We also hosted a pop-up in Soho with Haley Kalil, one of TikTok’s most influential creators, which became a pivotal moment for our brand visibility.
Beyond that, we’ve partnered with premium wellness spaces like SkyTing and Humming Puppy for collaborative events, and even hosted a brand party at USM Soho, known for its iconic luxury furniture. These experiences have helped us introduce House of Balance to the US market in a meaningful and culturally relevant way.
IR: What is a piece of advice that you wish you had been able to give to yourself when you were at the beginning of your business journey?
TJY: I would have told myself, “Slow down, trust your pace, and stay connected to your purpose.”
In the early days, I felt pressure to move fast and prove myself quickly. But I’ve learned that building something meaningful takes time, and the most important thing is staying aligned with why you started in the first place.
IR: What is your current favorite item from the brand’s roster?
TJY: My current favorite is our 10PM Orange Sleep Body Mist, a citrus-based scent designed to calm and reset your mood at the end of the day. Beyond the fragrance, it has functional benefits for caring for the neck and décolletage area, helping soften lines while creating a moment of grounding.
Further reading: How K-wellness brand House of Balance conquered the US
