This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
After graduating from the Rhode Island School of Design with a BFA in graphic design in 2009, Erica Choi entered the luxury industry as a design director. She first debuted her blog, Egg Canvas, in 2014 and has championed a refined aesthetic ever since. In 2020, Choi took inspiration from her Korean heritage and holistic beauty philosophy, as well as the skin-care benefits of eggs, and launched her wellness beauty brand, Superegg. The brand is vegan, as Choi’s team was able to create a vegan egg with all of the same nutrients as a traditional egg. Choi prides herself and her brand on being environmentally conscious in both mission and product.
Who: Erica Choi (Superegg)
Platform: Instagram
What are you known for & how did you get your start?
I’m known for sharing my life and recommendations across fashion, beauty, lifestyle and travel. I was formerly the vp of digital design at Barneys New York
What’s the brand: Skin care
Find it: superegg.nyc, Bergdorf Goodman, Shen Beauty
Why did you decide to bring a brand into this crowded marketplace?
We’re founded on meaningful, honest values, weaving in three essential themes: eggs, beauty and balance. Eggs are widely known for their nutritional value in Asian culture and are often used as part of self and familial beauty rituals. Skin and skin care have been very personal to me since early childhood. I wanted to bring the same kind of joy, love and confidence to my customers. Superegg formulations contain the perfect balance of science-backed, clinically proven ingredients and plant extracts used in historical Asian culture for centuries to restore and balance the skin to a smooth, radiant complexion.
Best seller: Sound Renewal Moisturizer
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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