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Nov. 3-5 | Connect with execs from Amika, Summer Fridays, ŌURA, Target and more

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Nov. 3-5 | Connect with execs from Amika, Summer Fridays, ŌURA, Target and more

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Influencer-Founded Brand Guide

Ava Lee, By Ava: Influencer brand to know

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By Sara Spruch-Feiner
Jul 18, 2023

This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.  More from the series →

Ava Lee grew her following based on skin care videos on her @glowwithava TikTok account, where she has well over a million followers. But she’s just as passionate about foods that promote glowing skin. And so when she decided to launch a brand, ingestibles were the perfect fit, based on her Korean upbringing and her mom’s wisdom about the category. Lee’s brand, ByAva, seeks to give its customers attainable ways to achieve #JelloSkin — the hashtag that helped cement its founder’s social media success.

Platforms: TikTok, Instagram, YouTube

Why did you decide to bring a brand into this crowded marketplace?

I wanted to bring holistic eastern practices to the west and formulate something that truly does not exist in the market. Not only did I want to bring products that felt familiar to a lot of immigrants in the US, but also educate new audiences about eastern cultural practices. From there, I am formulating products with an eastern spin on flavor and habits.

What makes the brand different?

No one else is doing it the way we are! Elixirs that seem approachable and powders that truly have the best of the best packed in one sachet.

Fun fact:

I am trilingual.

Best seller:

Resilient skin elixir

All products featured on Glossy Pop are independently selected by our editorial team. However, when you buy something through our retail links, we may earn an affiliate commission.

More on Influencer Brands

  • Beauty & Wellness Briefing: Beauty brands are under legal fire for claiming ‘Made in America’ while using imported ingredients — plus, industry news
  • Reinventing a heritage beauty brand with Borghese COO Dawn Hilarczyk — plus, industry news
  • The ‘skinification of hair care’ accelerates with launches that challenge bond-repair’s stunning growth
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