Joelle JIhye Um

I’m a Korean-American founder and former accounting professional based in California. After years in public accounting and consulting, I transitioned into entrepreneurship and founded RE LUMI Beauty, a premium beauty tools brand focused on thoughtful design, performance, and more conscious material choices. At RE LUMI, I’m involved across product development, Korean manufacturing, brand strategy, consumer experience, and the everyday details that shape how beauty products actually perform. I’m especially interested in beauty innovation, makeup application, Korean beauty practices, sustainable product development, and the realities of building an independent beauty brand from the ground up.