Beauty Boss: Vera Oh, Co-Founder of VOESH
Vera Oh.
Our latest #BeautyBoss is Vera Oh, Co-Founder of VOESH—a line of safe vegan products for hands and feet that create a cleaner and safer experience, both in and out of the salon. The cruelty-free brand is popular among consumers and spa industry professionals, offering a wide variety of products including its best-selling Pedi in a Box kits, which come in an assortment of scents and include everything one needs to nourish and refresh tired and sore feet.
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VOESH products can be found in more than 100,000 spas across 30+ countries and provide a safe and pleasurable experience with 100% vegan ingredients that offer numerous benefits, are good for skin, and good for the planet. We chatted with Oh who shared the inspiration behind the brand, secrets for success, beauty tips, and much more.
When was VOESH founded and what does the name mean?
Actually, we celebrated our 10th anniversary in July at Voesh New York. We embarked on this incredible journey in July 2013. The name is a combination of the two founders’ names. It's remarkable how a combination of our names has come to represent our shared passion and commitment within the brand. VOESH is pronounced “Vou Shee” (with the “e” silent).
VO stands for Vera Oh (that’s me!)
E is “et” in French. It translates to “and” in English.
SH: YoSHi (A childhood nickname of the brand’s co-founder Joseph). His friends have always referred to him as Yoshi.
What inspired the creation of the brand?
With VOESH, we embarked on a mission to revolutionize the industry by embracing a vegan, cruelty-free, and clean approach. We eliminated all animal by-ingredients, as well as suspicious and harmful chemicals from our formulations. Furthermore, we identified several challenges faced by spa owners, such as sanitization, cross-contamination, portion control, and information transparency.
To address these issues, we pioneered the concept of Pedi in a Box spa systems. These pre-packaged, all-in-one pedicure kits contain perfectly portioned products for one pedicure, ensuring a personalized and hygienic spa experience while solving the problems of the past.
VOESH’s Pedi in a Box kits ($14) contain perfectly portioned products for one pedicure, ensuring a personalized and hygienic spa experience.
Does VOESH have a hero product?
Absolutely! Our hero products are none other than our iconic Pedi in a Box, Collagen Gloves and Collagen Socks. By 2022, Pedi in a Boxes have sold over 50 million sets, while Collagen Gloves & Socks have sold over 15 million pairs. It's truly remarkable to witness the impact these products have had on the beauty industry.
What are your favorite products from the brand?
When it comes to our professional line, my personal favorite is the Pedi in a Box O2 Fizz 5 Step, particularly the delightful Coconut Cream scent. It transforms a regular foot bath into a luxurious bubble bath, offering me a truly indulgent experience.
As for our retail line, I must confess my love for our Vitamin C Shower Filters, especially the invigorating Citrus Crush variant. Every morning, I shower with this filter, effortlessly installed, and it works wonders—without any additional products, my hair and skin feels smooth and hydrated! It not only enhances my daily routine but also turns my average morning shower into a revitalizing me time, enveloping me in the captivating scent of citrus.
Where are your products sold?
You can find our professional lines at numerous spas, luxurious hotel spas, and local nail salons across the United States, major European Union countries, and major Middle Eastern nations. Additionally, our retail lines are available at esteemed retailers such as Target, Rite-Aid, Urban Outfitters, the Vitamin Shoppe, and more.
Future plans for the brand?
Our brand owes its success to the unwavering support of beauty professionals who have elevated our brand to heights. Our commitment to these professionals remains steadfast as we continue to serve them with the utmost dedication. We want them to feel confident about what goes on their skin and their clients. In the pursuit of excellence, we are constantly developing innovative products that elevate and enhance their exceptional services.
But that's not all. We have goals of equipping our professionals with invaluable marketing tools and empowering education, allowing them to effortlessly introduce their services in the most captivating way to their clients. We want their voices to resonate, their expertise to shine, and their businesses to flourish.
As we refine our professional product range, ensuring the utmost quality and efficacy, we also have our sights set on expanding our presence in the retail and direct-to-consumer (DtoC) space. We've invested considerable resources in digital marketing, education, and strategic brand partnerships, poised for resounding success in the retail realm.
VOESH Vitamin C Shower Filters ($29) remove residual chlorine and other impurities from hard water to rejuvenate skin and condition hair.
Who inspires you?
My inspiration stems from a wide array of sources. Our esteemed customers, with their unwavering support, fuel our passion and drive. I find great admiration in the journeys of fellow beauty entrepreneurs like Nancy Twine from Briogeo. The wisdom shared by Donald Miller, the author of "Building a Story Brand," has left a lasting impact on me.
Additionally, I hold deep respect for the visionary minds behind Apple including Tim Cook and the late Steve Jobs. It is the generosity of these individuals, their critiques, advice, and inspirations that truly propel me forward. Inspiration to me is a tapestry created by the brilliance of those who dare to dream.
Secret to success?
Colin Powell said, “There is no secret to success. It’s the result of preparation, hard work, and learning from failure.” I can’t agree more.
Beauty secrets?
Self-love. Good shower. Good moisturizer. Good scent and a big smile.
Wellness tips?
I love drawing and painting. Whenever I have time during the weekend, I try to draw or paint with my favorite music on. It makes me focus on the canvas, shapes, and colors. I feel true relaxation while I am drawing and feel fully refreshed after.
Best advice?
“Never assume people understand how your brand can change their lives. Tell them.” This is something I learned from the book “Building a StoryBrand” by Donald Miller. Sometimes, we are busy making new products and assume people understand, but it doesn’t work that way.
Favorite way to relax?
When it's time to unwind, I enjoy catching up with my girlfriends. We come from diverse backgrounds and have endless conversations that never fail to bring joy. And you know what else? A sip of wine or a soothing warm shower at the end of a long work day can work wonders for relaxation. Sometimes, it's the simple pleasures that recharge us the most.
For more information, visit VOESH’s website and follow on Instagram: @voeshny
[Images courtesy of VOESH]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk