Our Journey

Hey, I’m Haddie, a Korean girl who has been obsessed with skincare for as long as I can remember. I have only ever grown up in western environments, Los Angeles and Melbourne, and have always searched for skincare products that actually work.

For years I cycled through everything. Drugstore products, expensive high-end serums and creams, products that were viral on TikTok and promised amazing results… I spent thousands of dollars trying to figure out my skin issues and how to fix them. Pimples, clogged pores, redness. Nothing was really changing. I just assumed that was the way my skin was going to look for the rest of my life.

When I properly discovered the world of Korean skincare a few years ago, something clicked. Not because it's a trend, but because it's genuinely better. The formulations are smarter, the ingredients are more considered, and somehow it's a fraction of the price of these Western brands I'd been spending ridiculous amounts of money on. The results I'd been chasing with $500 products? I found them from Korean brands that only cost $30. It felt like the best-kept secret in skincare.

Haddie is my attempt to make that secret a little less secret.

I curate every product on this site myself, meaning I've researched it, personally tested it, and stand behind it. I have chosen them because they work, not because they're viral. If it's here, I'd use it on my own skin. I don't sell everything. I only sell the best.

You won't find filler products on my website because they're having a moment on social media. What you will find is a tight, considered edit of Korean skincare that delivers. Every step in your routine is covered, every skin type is accounted for, and every price is unbeatable. This is K-beauty the way it was meant to be introduced to the western market: curated, accessible, and worth every cent.