SEEING IS BELIEVING: AAPI Visionary Entrepreneurs — Erica Choi
Meet Erica Choi (she/her)
Founder at Superegg
How did “Superegg” get started?
Aside from dalgyal (‘egg’ in Korean) being a childhood nickname, I was always inspired by the egg. Aside from it being the most universal food and offering great nutritional value for the skin, it is also a symbol of balance, and skincare is about balancing the skin so it is in its most happy, healthy state. The egg also represents birth and life, and I want this brand to be a reminder to celebrate life.
Taking notes from the holistic Korean beauty philosophy, we crafted a beauty formulation and design style based on the nutrition you receive from eggs, however, a plant-based one—a vegan egg. I wanted to make sure I was creating something gentle for the skin and the planet. We use both the latest skincare technology and research paired with clinical actives and potent botanicals that have been utilized in historical Asian culture for centuries.
How does your Korean cultural heritage and personal identity influence your brand?
Whether it be aesthetics or values, Superegg stems from my background and upbringing. Tying in meaning into every detail gives significance to every decision made. The idea also stems from my Korean upbringing, where I grew up observing my grandmother and mother apply different parts of the egg onto their skin as a beauty ritual at intimate family gatherings at home, or on trips to the Jjimjilbang, aka the neighborhood Korean sauna. As eggs are widely known for their nutritional value in Asian culture and were often used as part of self and familial beauty rituals, I wanted to bring in this narrative and celebrate my culture in a beautiful, tactful way.
How does the product represent vision & values?
Beauty, for me, comes from a personal place, and I wanted to share these values and emphasize the importance of caring for your well-being through this brand. Skin and skincare have been something very personal to me since early childhood and that has brought much comfort to my daily life. The act of doing something for oneself to feel more beautiful was something very sacred to me, especially in times when it felt like everything was falling apart. I want to bring the same kind of joy, love, and confidence to our users via Superegg.
Quality and aesthetics, as well as an appreciation for art, architecture, and design, are very important to me, and I wanted to bring this part of me into the brand as well. In essence, my role as an esthetician, designer, and content creator, is to be an outstanding listener and storyteller. I feel I must tell this story of meaningful and honest values, and I love being able to weave the three essential themes in my life of eggs, beauty, and balance into the brand.
What are some challenges you have faced?
In true Virgo fashion, I am a perfectionist and a planner. The most challenging thing I’ve faced over the past year as a founder is that many things are out of my control. I’ve learned to pivot, let go, and find alternative actions. Launching a brand amid the pandemic also posed many difficulties in itself.
As a small brand (and especially as an AAPI brand with a robust Asian beauty philosophy embedded in our roots), it is hard to get noticed amongst the crowd while possibly facing additional struggles with mental health that may come my way. As an empath, I can be quite sensitive at times, but I’ve indeed grown stronger. However, it’s all about balance.
What does community mean to you?
Community is about connecting with others and getting together to share ideas, values, and time. It is about bringing joy to one another’s life. Beauty and skincare are very personal, and being in the service industry, our priority is helping others find what works best for their skin with Superegg. It’s about being a dependable source for our community.
Sustainability is one of our core values, and it is something we are trying to navigate to the best of our ability, with both long-term and short-term goals for the brand. We are mindful of how we impact our planet at every step of the process. We are a committed partner to 1% for the Planet, an international organization whose members contribute at least one percent of their annual sales to environmental causes.
Any final words on AAPI heritage or words of advice?
Sharing more stories of traditional Asian beauty rituals and memories from our upbringing to further open up dialogues about the AAPI community is essential. Through education, empathy, and compassion, I believe so much is possible.
Let’s embrace more discussions around inclusivity, acceptance, and the importance of mental health and holistic wellness. Our motto is “Be a good egg,” and I want us to come together for the greater good. At Superegg, we hope to help empower and encourage you to feel beautiful inside and out, bringing joy to your daily life and to others.