# Hero Cosmetics: Ju Rhyu and Dwight Lee

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-12-30
- Length: 1h 14m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee

## Summary

Ju Rhyu and co-founders Dwight and Andy Lee built Hero Cosmetics from a $50,000 bootstrap into a $630 million acquisition by Church & Dwight in 2022. Rhyu identified an opportunity in Korea to adapt hydrocolloid acne patches for the U.S. market, launching the Mighty Patch exclusively on Amazon in 2017. The team leveraged strategic PR, influencer sampling, and a unisex brand identity to expand into major retailers like Anthropologie and Target, ultimately dominating the blemish patch category.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=0) Introduction: Ju Rhyu and Hero Cosmetics
- [4:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=293) Ju Rhyu's Background and the Korea Insight
- [20:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=1230) Identifying the Hydrocolloid Opportunity
- [31:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=1884) Partnering with Dwight and Andy Lee
- [41:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=2465) Launching Mighty Patch on Amazon
- [47:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=2861) Expanding into Retail with Anthropologie and Target
- [1:02:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=3768) Navigating Growth, Funding, and COVID
- [1:09:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-30-hero-cosmetics-ju-rhyu-and-dwight-lee#t=4152) The $630 Million Acquisition by Church & Dwight

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Hero Cosmetics (company)
- Mighty Patch (product)
- Church & Dwight (company)
- Samsung (company)
- Peach and Lily (company)
- Anthropologie (company)
- Target (company)
- Amazon (company)
- TikTok (other)
- Hydrocolloid (material)

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- [Founder Feature: Maxi Heidenblut of Häppy Candy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-04-founder-feature-maxi-heidenblut-of-happy-candy) (The Startup CPG Podcast)
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- [021: Using Public Research to Develop WINK Lash and Brow Oil with Megan Cox of Amalie Beauty](https://hardwarepodcasts.com/podcast/product-startup/2016-10-04-021-using-public-research-to-develop-wink-lash-and-brow-oil-with-megan-cox-of-am) (Product Startup)

## Citing this page

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