Marcela Mesa has founded Hayoung, a business bringing Korean cosmetics brands to the Dominican Republic, aiming to help Dominican women access authentic K-beauty products and routines suited to their skin.
Mesa said her interest in the trend began during a trip to South Korea, where she started paying closer attention to skincare habits and discovered a culture of prevention and consistency behind Korean beauty routines, beyond any individual's specific skin traits.
The experience also changed the way she viewed her own skin. As a Dominican used to a climate of sun, heat and humidity, she began researching which products and ingredients could better respond to the needs of skin exposed daily to those conditions.
During her travels she tried different products, learned about their ingredients and technologies, and spoke with professionals in the field to better understand the formulas and their uses. That process led to the creation of Hayoung, a venture aimed at bringing Korean cosmetics brands to the Dominican market.
From Korea to the Dominican Republic
The initiative is built on a simple idea: making it easier to access original Korean products while guiding consumers on how to incorporate them into their routines.
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Mesa said Hayoung works with brands including APLB, Catch Me Patch, Mixsoon, Skin1004 and Purito Seoul, each offering different approaches to skincare.
The entrepreneur said it was especially important to choose products according to each person's specific needs, rather than assuming that a longer routine necessarily produces better results.
Mesa said more steps do not always mean better results, and that she favors simple, personalized and consistent routines.
K-beauty, or Korean beauty, refers to South Korea's cosmetics and skincare industry, known internationally for multi-step routines, innovative ingredients and formulas designed to maintain long-term skin health rather than deliver quick fixes.
The Hayoung concept also includes technology. At its first retail location, in Downtown Center, customers can get skin assessments from an artificial intelligence device that analyzes different skin conditions.
The store also offers aesthetic services and equipment, along with guidance on basic skincare practices such as double cleansing.
A routine designed for the tropics
One of the challenges Mesa identified is adapting the conversation around skincare to the realities of the Dominican Republic.
Sun, heat, humidity and environmental pollution are part of daily life in the Caribbean and can affect the appearance and condition of the skin. Her venture seeks to bridge the trends and technologies developed by the Korean cosmetics industry with the needs of local consumers.
Rather than pursuing an idea of perfection, Mesa spoke of knowledge and consistency.
Mesa said her dream is that no Dominican woman would ever feel lost when it comes to her skin again, and that she wants women to be able to understand their skin, know what it needs, and have access, from their own country, to the innovation and authentic formulas she discovered in Korea.
