Lillycover founder SunHee An discusses hyper-personalized beauty, AI-driven diagnostics, scalable manufacturing, and the future of beauty-tech.
As personalization reshapes the global beauty industry, Lillycover is emerging as a key player, translating data into real-world beauty experiences. Recently selected as a 2025 World-Class Product, the Korean beauty-tech company is redefining personalization through an end-to-end ecosystem that connects diagnostics, formulation, and manufacturing.
In this interview, SunHee An, Founder of Lillycover, shares her perspective on why hyper-personalized beauty is becoming a global standard, how technology can remain invisible to consumers, and what the next era of beauty-tech will look like.
From Subjective Beauty to Data-Driven Science
For SunHee An, the World-Class Product recognition represents the result of years of intentional strategy rather than a single defining moment.
“This recognition is both an honor and a validation of our long-term vision — to transform beauty from a subjective art into a data-driven science.”
She adds that the recognition affirms personalized beauty is no longer a niche concept, but an emerging global standard driven by measurable, technology-led innovation.
“Since our founding, we have focused on creating a complete personalization ecosystem that connects diagnostics, formulation, and manufacturing.”
Why Hyper-Personalization Was Always Inevitable
Lillycover was founded on a simple but fundamental conviction: no two individuals—and no two skins—are ever the same.
“I believed that every individual’s skin tells a unique story. As AI and on-demand manufacturing advanced, I saw a shift—people wanted products that understand them.”
What was once framed as an exclusive luxury, she adds, was always on a path toward broader adoption.
“Personalization was destined to move from luxury to lifestyle.”
Personalization as a Cultural Shift, Not a Trend
While personalization has become a popular industry buzzword, An draws a clear distinction between surface-level customization and meaningful personalization.
“Devices alone cannot create meaning — data interpretation and actionable outcomes do. True personalization transforms insights into tailored products and experiences.”
In this sense, she sees personalization not as a passing trend, but as a deeper cultural shift in how consumers relate to products.
Inside the Lillycover Experience
For first-time users, Lillycover’s personalization journey is intentionally designed to feel both immediate and highly precise.
“It begins with a Muilli scan. Our AI analyzes millions of data points and the ENIMA Smart Factory formulates a fresh custom product instantly.”
The result is a sense of trust that comes from knowing a product is created specifically for the individual.
“Users feel trust—everything is made precisely for them.”
The Technology Behind Seamless Personalization
Building a truly end-to-end personalization platform came with significant challenges. The most complex task, according to An, was integration.
“The hardest part was making data, hardware, and chemistry speak the same language. We built middleware that translates diagnostic data into formulation logic reliably.”
This integration allows the personalization process to remain seamless and intuitive, even though the technology behind it is highly complex.
How Lillycover is Solving the Scalability Problem
Many brands struggle to scale personalization profitably, particularly when it comes to diagnostics and small-batch manufacturing. Lillycover approached this challenge through system design using automation and modularity.
“Enima reduces waste by over 40%, and one device can serve thousands annually.”
Despite the sophistication of the platform, the consumer experience remains intentionally simple.
“We hide complexity and present only what matters.”
A B2B Model with Recurring Value
Lillycover’s platform is also designed to support recurring revenue for partners through a SaaS-like business model.
“Each diagnostic or dispensing event generates micro-fees via algorithm use and raw-material replenishment,” An explains.
For partners such as retailers, clinics, and beauty brands, the advantages are immediate and measurable.
“Differentiation, higher retention, and real-time customer data.”
Clearing Up the Biggest Misconception About Personalization
As personalization becomes more widespread, An warns against approaches that prioritize appearance over substance.
“Many think personalization can be achieved with quizzes. Without real diagnostics and production, it is superficial.”
Global Markets, Local Priorities
Lillycover’s solutions are already in use across Japan, the U.S., Türkiye, and Hong Kong, and each market has revealed distinct preferences.
“Japan values precision, the U.S. values engagement, Türkiye and Hong Kong value climate-adaptive formulas,” An notes.
She also points to strong growth potential in Southeast Asia and the Middle East, where key market conditions are aligning.
“Young demographics, wellness-driven consumption, climate diversity.”
The Next Phase of Beauty-Tech
Looking ahead, An believes artificial intelligence will fundamentally reshape how beauty products are developed and produced.
“AI will move from analysis to creation — generating formulas and running micro-factories.”
She also sees Korea emerging as a key force in defining global industry standards.
“Korea excels in agile innovation and is shifting from trend-driven K-beauty to K-tech beauty.”
Leadership and What’s Next for Lillycover
Reflecting on her journey as a founder, An summarizes her leadership philosophy in three defining words:
“Patience, persistence, and purpose.”
Looking ahead, An sees Lillycover entering its next phase of growth by extending its personalization ecosystem well beyond skincare.
“AI-driven personalized fragrances, functional foods, sensorial customization, and digital twins.”
Key Takeaways
- Lillycover is redefining beauty as a data-driven, end-to-end personalization system.
- Hyper-personalization is moving from luxury to everyday expectation, enabled by AI and on-demand manufacturing.
- True personalization requires real diagnostics and real-time production, not surface-level quizzes.
- Lillycover’s integrated platform links diagnostics, AI, and manufacturing at scale.
- The model delivers immediate consumer trust and recurring value for partners.
- The company is expanding beyond skincare into broader AI-driven personalization.
Company Snapshot
| Category | Details |
|---|---|
| Company Name | Lillycover Co., Ltd. |
| Website | https://www.lillycover.com |
| Founded | 2016 |
| Headquarters | Daegu, South Korea |
| Founder & CEO | SunHee An |
| Industry | Beauty-Tech / Personalization / AI-Driven Skincare |
| Core Mission | To deliver truly personalized beauty solutions powered by AI, big data, and diagnostics, turning beauty care into a data-driven science tailored to each individual’s unique needs |
| Flagship Technologies | AI diagnostics, big data analysis, automated on-demand formulation |
| Key Products & Services | Muilli: AI-powered skin and scalp diagnostic device ENIMA: Automated customized cosmetics formulation system BALANX / OREBIT / JUBAR: Personalized cosmetics brands delivered via the system |
| Business Model | B2B and B2C personalization solutions with on-demand formulation; SaaS-like recurring revenue from diagnostics and replenishment fees |
| Funding & Investors | Raised ~US $4 M (Series A, including POSCO Capital and others) |
| Core Markets | Japan, U.S., Türkiye, Hong Kong; emerging interest in Southeast Asia and Middle East |
| Competitive Edge | True data-driven, end-to-end personalization (from diagnostic to formulation), not just quiz-based recommendations |
| Vision | To elevate personalization from niche to global standard and broaden applications of AI personalization beyond skincare into scent, nutrition, functional products, and more (as per leadership vision) |
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