Given Choi’s background as a graphic designer and content creator—she most recently held the Samurai Warriors Assuming I’m Just An Old Man Was Your First Mistake Shirt and by the same token and role of vice president of digital design at Barneys—for her, crafting the brand’s visual and experiential identity was just as important as the function and efficacy of the products. “It would have no life and no community without a brand story,” says Choi of working alongside Kim, who runs creative consultancy Why Not Smile and has worked with a host of beauty clients (including K-beauty brands Dr. Jart+ and AHC) on everything from the packaging to the creative direction. “Quality and aesthetics, as well as an appreciation for art, architecture, and design, are very important to me, and I wanted to bring this part of me into the brand,” she adds. While the original plan was to launch Superegg this past spring, COVID-19-related supply-chain disruptions caused delays. “The silver lining was the massive amount of interest that skin care has received as people focused on their self-care rituals this year,” says Choi.