Today we’d like to introduce you to Sherril HwangBo.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I grew up in Bergen County, and after years of living in Brooklyn, my husband and cofounder, Eugene, and I found our way back to Jersey!
Between us, we have 40 years of experience in luxury and beauty. I spent 20 years in luxury, most recently as a Creative Director at LVMH, while Eugene spent 20 years in beauty, working with Estée Lauder, Clinique, and in contract manufacturing.
When we moved back, our lifestyles shifted too. I got hooked on padel, Eugene got into running, and suddenly we were spending a lot more time outdoors. We also noticed a bigger cultural shift happening around us. Wellness was becoming the new luxury.
We thought, why not combine everything we know about luxury and beauty with our love for an active lifestyle?
And that’s how HAESKN was born! A Korean American skincare first suncare brand made for life in motion.
Today, we’re building HAESKN right here in Cresskill, NJ. Going from working for global brands to building our own has been a wild ride, but that’s what makes it so exciting!
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
A smooth road? Definitely not! It’s been a rollercoaster, but that’s part of the fun!
After 20 years in corporate luxury, I’ve gone from focusing on creativity and brand vision to thinking about EVERYTHING. Finance, operations, sales, and fundraising, which has been a whole new education!
Going from the resources of a global company to building something from scratch is definitely humbling. As a founder, there’s no such thing as “that’s not my department!”
But what I’m most proud of is how much Eugene and I have grown individually. Every day pushes us outside our comfort zones. It’s exciting, exhausting, and sometimes a little crazy, but I wouldn’t trade it for anything!
Thanks – so what else should our readers know about your work and what you’re currently focused on?
After 20 years in luxury, I’ve learned that great brands are about more than beautiful products. They’re about how they make people feel.
With HAESKN, Eugene and I wanted to bring that same thinking to sun protection. We’re combining Korean skincare innovation with an active lifestyle, creating products that feel as good as they perform.
Our SPF 50 sunscreen stick is designed to be effortless, with a silky texture, no white cast, and 80 minutes of water resistance. We also created SolCheck, UV reactive stickers that make sun awareness a little more fun!
What I’m most proud of is that we’re not just building another sunscreen brand. We’re creating a community around movement, wellness, and enjoying life outdoors.
To me, that’s the new luxury. Feeling good, staying active, and making time for the things you love.
Any advice for finding a mentor or networking in general?
My biggest advice is to be genuine! When you’re truly passionate about what you’re doing and where you want to go, people can feel that. Authenticity goes a long way.
And always remember to network up, down, and sideways! Don’t just connect with people because of their title or position. Build real relationships, stay curious, and be generous with your time. You never know who might inspire you, open a door, or help you down the road.
Some of the best connections happen when you’re not even looking for them!
Contact Info:
- Website: https://HAESKN.com
- Instagram: https://www.instagram.com/haeskn.official/
- LinkedIn: https://www.linkedin.com/in/sherril-hwangbo/
