So Hyung Kim of Korean brand Rbow on making art more accessible through beauty
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So Hyung Kim of Korean brand Rbow on making art more accessible through beauty

It’s one thing for brands to collaborate from time to time, and it’s another to make collaborations the heart of the business.

Rbow belongs to the latter camp. Short for rainbow, the up-and-coming Korean beauty label is, in essence, a channel for art. Launched in April 2020 by So Hyung Kim, formerly a director at Gana Art (one of the first major art galleries established in Korea), Seoul-based Rbow has already been spotted in big-name publications in Korea including Harper’s Bazaar, Esquire, Nylon, Marie Claire and Milk.

Rbow lip balm

“I wanted to make art more accessible to the wider public,” explains So Hyung. “There are many art and fashion collaborations, but for beauty? Not so much. In beauty I saw a medium where art can…

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