Life & Work with Hyupjung Lee

Today we’d like to introduce you to Hyupjung Lee.

Hi Hyupjung, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Certainly! My career path has been anything but linear, and that’s what makes it so rewarding. I began my journey with a Bachelor’s degree in Fashion Design and Marketing, which led to a role as an E-commerce Product Manager for Women’s Fashion in Seoul. This role provided me with invaluable insights into marketing and a deeper understanding of consumer behavior. It was during this time that I discovered the profound impact design can have in bridging the gap between brands and their audiences.

Inspired by this realization, I transitioned into design. While I had previously contributed to consumer experiences indirectly through products developed by others, I wanted to play a more active role in creating memorable and meaningful experiences. This passion drove me to pursue further studies in design and expand my career in this dynamic field.

Before joining the Sulwhasoo team at AmorePacific, I honed my skills as both a product designer and visual designer. I had the privilege of working on impactful projects, including the rebranding of Pfizer and ConEdison, where I developed digital assets that ensured brand consistency while resonating with diverse audiences. These experiences, spanning product design and branding, provided a strong foundation for my current work.

Today, I serve as the Lead Graphic Designer for Sulwhasoo, a luxury cosmetic and skincare brand under AmorePacific. I am fully responsible for overseeing visual design projects for the product brand. My diverse background allows me to focus not only on the aesthetic aspects of design but also on communication and marketing strategies. This holistic approach enables me to take on this critical and impactful role for the brand.

What brings me the greatest joy is seeing my design solutions strengthen the connection between Sulwhasoo and its audiences while also enhancing their experiences. I take pride in creating designs that are not only visually engaging but also meaningful and delightful for our customers.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting my career as a designer wasn’t easy—it felt like navigating uncharted terrain without a map. Transitioning from a completely different field meant letting go of everything I had built before and starting anew. It required listening to my inner voice, silencing doubts (both my own and those of others), and taking a leap of faith into the unknown. I had to trust that I wouldn’t regret the decision, and even if I did, my passion and determination would carry me forward. For a year, I grappled with self-doubt, constantly questioning whether I truly had what it took to make the leap.

One day, I found my answer in a surprisingly simple question: “When I’m 60 and look back, will I regret not taking this challenge?” The answer was clear: “Yes, I think I would.” That moment gave me the clarity I needed, and the passion I discovered within myself has been my guiding force ever since.

Building my portfolio from scratch, navigating risks, and facing challenges head-on was a process fraught with stress and uncertainty. Yet, looking back, every step was invaluable in shaping who I am today. Those moments, filled with passion and resilience, stand out as unique and cherished experiences that I will always hold close to my heart.

I am incredibly proud of how far I’ve come and deeply fulfilled by the work I do today. The journey wasn’t easy, but it was worth every step. I couldn’t be happier with where I am now.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am currently a Lead Graphic Designer for Sulwhasoo at Amorepacific, where I play a pivotal role in shaping the brand’s presence across both digital and physical touchpoints. My work spans creating everything from graphic designs and digital assets to offline materials that embody Sulwhasoo’s unique fusion of luxury, tradition, and modernity. Whether designing for web, social media, advertising, or in-store experiences, my focus is on ensuring every element aligns with the brand’s identity, enhances consumer engagement, and delivers strategically effective solutions.

What sets my work apart is my ability to seamlessly integrate creativity with strategy. I approach design from a holistic, consumer-first perspective, ensuring that every interaction with the brand—whether online or offline—provides a meaningful and engaging experience. My goal is not only to address challenges through design but also to create memorable moments that resonate deeply with Sulwhasoo’s audience.

My background as an E-commerce Product Manager has been instrumental in shaping my understanding of consumer behavior and needs. I draw on this expertise to deliver solutions that are not only visually captivating but also accessible and impactful across all channels. From designing digital campaigns to crafting physical marketing materials such as brochures, packaging, and event visuals, I ensure consistency and excellence in every project I undertake.

I take immense pride in contributing to Sulwhasoo’s brand identity and consumer experience. By delivering designs that reflect the brand’s core values and resonate with its diverse audience, I help strengthen its position as a leader in the luxury market. My work ensures that Sulwhasoo remains a brand that consumers trust, admire, and connect with on every level.

What were you like growing up?
Growing up, I was always curious and fascinated by exploring new things. I spent countless hours observing the world around me and thinking creatively, and I believe this early passion for both observation and creativity eventually guided me toward a career in design. That love for noticing the little details has never left me. Even now, I find joy in capturing spontaneous moments—like spotting faces in the clouds or discovering alphabet shapes in unexpected places around my neighborhood.

A saying I often heard from my parents, “Nothing ventured, nothing gained,” deeply influenced my outlook on life. It shaped the way I approach challenges—not as obstacles to fear, but as opportunities to learn and grow. This mindset encouraged me to step outside my comfort zone, and with each new experience, I’ve built greater confidence in myself. I firmly believe that this attitude has been instrumental in shaping who I am today.

And I’m confident that even when I’m 80, I’ll still be seeking out new challenges and adventures. I imagine myself waking up every day, thinking, “What’s the next exciting horizon to explore?”

Contact Info:

• Instagram: https://www.instagram.com/lovehyub/
• Linkedin: www.linkedin.com/in/hyupjunglee

Image Credits
AMOREPACIFIC US, INC.