An interview with PURES founder Kim Sun-young on redefining apple cider vinegar, K-wellness storytelling, global expansion, and building joyful daily rituals.
Korean wellness brand PURES is reshaping how consumers approach inner beauty and daily self-care. Founded by former trainer Kim Sun-young, the brand reimagines apple cider vinegar as a pleasurable, sustainable ritual rather than a restrictive diet tool. As PURES expands across Korea, the U.S., and Southeast Asia, Kim shares her insights on wellness culture, localization, and building a global K-Wellness routine brand.
Interview with Sunyoung Kim, Founder of PURES
Q. What gap or consumer problem led to the creation of PURES?
Many people try to manage their health through diets, but most rely on short-term fixes or self-restraint. As a trainer, I met many individuals who said, “I failed again today.” It was painful to see healthy eating become something people endured rather than enjoyed.
I began to wonder if a sustainable, enjoyable routine was possible. That idea became the seed of PURES — a wellness brand built on joyful consistency, not restriction. To me, that’s the true beginning of self-care.
Q. Why did you choose apple cider vinegar as the cornerstone ingredient?
Apple cider vinegar naturally supports blood sugar balance, appetite control, gut health, and metabolism. I personally experienced its benefits during a period of burnout, but the strong taste made it difficult to take regularly.
I wanted to keep the benefits while improving taste and convenience. That’s how PURES began: turning health into something people can genuinely enjoy.
Q. Was PURES born from scientific insight, cultural influence, or your personal journey?
PURES began as a personal journey. After years of overwork and poor eating habits, I regained my health through ACV, which changed my entire perspective on wellness.
Later, I partnered with a professional R&D team to scientifically refine each formula, balancing nutrition, absorption, and taste. PURES stands at the intersection of personal healing and scientific precision.
Q. How do you communicate beauty-from-within to global audiences who see ACV as “just a diet supplement”?
We redefine ACV not as a diet drink but as a daily ritual. Diets are temporary — rituals last. PURES prioritizes clean labels, naturally derived ingredients, and holistic wellness that supports both gut and skin health. Small, consistent habits create the most meaningful transformations.
Q. How would you describe PURES’s current stage of growth?
In Korea, PURES has built strong distribution and brand recognition through department store pop-ups and live commerce.
Internationally, we’re expanding into the U.S., Japan, and Southeast Asia while preparing for investment and entry into Amazon and organic specialty platforms. We’re in an early global expansion stage, refining our portfolio based on local insights.
Q. What distinguishes PURES from other inner beauty or ACV wellness brands?
Our strength is balance — between taste and health. Many brands emphasize either function or flavor, but we create products people want to take consistently because they enjoy them.
Health only matters when it’s sustainable, so we consider every detail: texture, flavor, design, and emotional experience.
Q. What market insight has changed your assumptions as a startup?
“Wellness” means something different in every region.
In Korea, it reflects harmony between beauty and health.
In the U.S. and Europe, it’s associated with self-care, balance, and emotional well-being.
We learned that communication must be culturally localized, not just translated.
Q. How far along is PURES in expanding beyond Korea?
PURES is currently testing and exporting to the U.S., Thailand, Vietnam, the Philippines, and Indonesia. We’re working with KOTRA and local partners on certifications and product registrations.
From 2025, we plan to launch full-scale D2C sales through Amazon and major Southeast Asian cross-border platforms.
Q. What Korean wellness ideas don’t translate well globally?
Korean wellness culture is often beauty-centered, and extreme dieting messages can feel off-putting in other markets.
We shifted toward themes of natural confidence and sustainable self-care. Wellness transcends appearance — it’s a universal language of self-kindness.
Q. How are you approaching localization for younger global consumers?
Localization goes far beyond translation. We adapt flavor profiles, tone, design, and storytelling for each market.
In the U.S., we emphasize “Clean Beauty & Daily Gut Health.”
In Southeast Asia, we highlight “Brightening & Tasty Wellness.”
Across all regions, our core message remains: healthy can be delicious.
Q. How do you position PURES within the crowded inner beauty space?
Rather than focusing solely on K-Wellness, we highlight “Everyday Rituals.” PURES offers a simple, joyful routine — one stick a day that supports both health and confidence.
We’re not just selling a product; we’re proposing a habit of self-care.
Q. What have been the hardest lessons in building a global wellness brand from Korea?
Bridging the gap between ideals and execution. Even with an excellent product, logistics, certification, and distribution are complicated.
But being a small brand allows us to move quickly and make authentic decisions. A key lesson has been recognizing that sustainability sometimes matters more than speed.
Q. If you could share one message from Korean wellness culture with the world, what would it be?
“Health isn’t about endurance — it’s about enjoyment.”
That idea represents the essence of PURES. Our goal is not to help people eat less, but to help them rediscover joy in taking care of themselves.
Q. What does success look like for PURES in the next 3–5 years?
Our vision is to establish PURES as a global K-Wellness routine brand.
For me, true success isn’t just revenue — it’s when someone says, “Because of this product, my daily life changed.” That is the most meaningful outcome.
Q. What takeaway would you share with Korean wellness startups entering global markets?
“Korea” already represents trust, quality, and creativity.
If we focus less on trends and more on authenticity and sincerity, K-Wellness can resonate with consumers everywhere.
Key Takeaways
- PURES was created to move people away from restrictive dieting toward joyful, consistent self-care.
- Apple cider vinegar was chosen for its holistic health benefits and redesigned for taste and daily enjoyment.
- The brand blends scientific precision with delightful experience—health benefits without compromise on flavor.
- PURES positions its products as sustainable wellness habits, not short-lived diet supplements.
- Expansion into the U.S., Japan, and Southeast Asia emphasizes cultural localization in messaging, taste, and design.
- The core belief is that health should be pleasurable, not something to endure.
- Growth is measured by meaningful impact on people’s routines, not just sales or metrics.
Company Snapshot
| Category | Details |
|---|---|
| Company Name | PURES |
| What It Is | Korean K-Wellness brand focused on enjoyable, sustainable daily health rituals |
| Founder | Sunyoung Kim |
| Founded | 2024, South Korea |
| Brand Philosophy | Health should be enjoyed, not endured |
| Mission | To make wellness delicious, consistent, and globally accessible |
| Core Product | Apple cider vinegar (ACV) stick supplements |
| Category | Inner Beauty / Functional Wellness |
| Key Benefits | Gut health, blood sugar balance, metabolism, skin-from-within support |
| Key Differentiator | Balance of health efficacy and enjoyable taste, texture, and design |
| Brand Positioning | Daily wellness ritual, not a restrictive diet solution |
| Markets | Korea (established); U.S., Japan, Southeast Asia (expanding) |
| Distribution | Department store pop-ups, live commerce, D2C, upcoming Amazon & regional platforms |
| Website | https://www.gra-vity.kr/ |
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