As our annual Taiwanese American gift guides have scaled in breadth and reach, we’ve been so delighted to hear from emerging Taiwanese American creators and entrepreneurs eager to tell their story. Shortly after our 2025 edition was released, we had the opportunity to meet Brittaney Hu, who’d founded a skincare brand, Yahu Beauty (pronounced like “Yahoo,” another company with a Taiwanese American founder!), just this winter. In this conversation, Hu shares her dreams for Taiwanese ingredients to shine in a saturated market, her debut product line, and a behind-the-scenes look at her entrepreneurship journey, from research to formulation to launch.
Tell me about how you grew up! Who was the first to teach you about skincare, and what informed your imagination for what healthy skincare habits looked like?
BH: I grew up in a predominantly Korean community, where skincare was a natural part of everyday life rather than something trend-driven or reactive. From a young age, I had access to a wide range of Korean skincare products and routines that emphasized consistency, gentleness, and prevention over quick fixes. Because of that exposure, I spent years trying and testing different products on myself, learning firsthand what worked, what did not, and what triggered sensitivity.
As time went on, I naturally became the person friends would come to for skincare advice. I learned how different skin types respond to specific ingredients, how certain formulations can target particular concerns, and how others can quietly cause irritation or flare-ups. Those experiences shaped my belief that healthy skincare should feel calming, intuitive, and sustainable, something you can commit to long term without fear or overwhelm.
Walk us through your entrepreneurship journey – what felt like the most satisfying milestone, what was most intimidating, what unexpected challenges did you navigate?
BH: One of the most satisfying milestones in my journey was selling my products in person for the first time. Seeing customers try the products, feel them on their skin, and genuinely love the gentle, clean formulas was incredibly validating. Experiencing that connection in real time made all the behind-the-scenes work feel worthwhile.
The most intimidating part was how often I had to readjust. There were moments when I thought I had finally perfected a formula, only to later realize an ingredient needed to be changed to ensure it was safe enough for eczema-prone, acne-prone, or rosacea-prone skin. In some cases, I had to walk away from suppliers because their formulation guidelines restricted the level of cleanliness or flexibility I needed. Learning when to start over and not compromise on my values was one of the most challenging but important lessons.
Skincare is a very saturated space. How did you set out to differentiate yourself? How has your initial product line stayed faithful to the original vision, and what have you evolved along the way?
BH: From the beginning, I knew I did not want Yahu Beauty to be based on short-lived trends or fear-based messaging. I wanted to create skincare that supports long-term balance and daily comfort, products that feel like skin food rather than a temporary solution.
That original vision has stayed consistent, but my understanding of restraint has evolved. I learned that doing less, when done thoughtfully, is often more impactful. Instead of expanding quickly, I focused on creating essential products that people can realistically use every day without irritation or stress.
I see that intent reflect in your marketing! I feel like on social media especially, a lot of skincare guidance is framed in fearmongering rhetoric. What’s your philosophy on skincare, beauty, and wellness more generally?
BH: My philosophy is rooted in calm rather than fear. Much of today’s skincare messaging suggests that people need everything or should avoid nearly everything, which often creates anxiety instead of confidence. I believe skincare should be personal and supportive. While extra steps and targeted treatments can be helpful, they should never feel mandatory.
Everyone’s skin is different, and its needs change over time. With Yahu Beauty, I focus on creating gentle, dependable products that I personally use every day. They are not trend-based or designed to shock the skin into results. Instead, they quietly support the skin through consistency and care. That philosophy also guides how I approach branding and marketing, keeping it educational, reassuring, and inclusive.
Tell me about your debut product line – why did you pick these product types, and who did you make them for?
BH: I intentionally launched Yahu Beauty with two essential products because I wanted to begin with the foundation of a skincare routine rather than an overwhelming lineup, focusing first on the steps people return to every day: preparing the skin and maintaining balanced hydration. These habits set the tone for how the skin feels throughout the day and over time.
The Gentle Glow Mist was created as a skin prep mist, designed as a multi-functional first step that hydrates, firms, and helps keep the skin clear while remaining gentle. It draws inspiration from Taiwanese ingredients such as Southern Magnolia Flower for its natural antibacterial properties, Taiwan Sea Grape to support collagen and firmness, and Alishan Oolong Tea for antioxidant support. Lightweight and portable, it fits naturally into daily life and can be used throughout the day.
The Daily Balance Cream was designed to follow as a soothing, everyday moisturizer. Rather than being too rich or too light, it delivers balanced hydration that supports skin comfort and consistency. Ingredients like Job’s Tears, long valued in Taiwanese skincare, help brighten the look of skin, while the overall formula focuses on smoothing texture and nourishing the skin without heaviness. Together, these two products reflect my belief in skincare that feels calm, intentional, and easy to live with.
Tell me more about your decision to source ingredients from Taiwan and manufacture in Japan. How do they reflect your commitments for the ethos of the brand?
BH: My decision to source ingredients from Taiwan and manufacture in Japan was rooted in intention rather than differentiation. I lived in Taiwan for over a year, where I was able to personally source ingredients locally and immerse myself in Taiwanese skincare traditions and beauty practices. Taiwan’s approach to skincare emphasizes balance, gentleness, and daily care, which aligns naturally with how I wanted Yahu Beauty to feel.
Ingredients like Alishan Oolong Tea, Taiwan Sea Grape, Job’s Tears, and Southern Magnolia Flower reflect the island’s natural richness and its connection to skin-first care. Using Taiwanese ingredients is also a way for me to bring greater visibility to Taiwanese beauty in a market where it is often overlooked.
Manufacturing in Japan was a values-based decision. The partner I worked with upheld clean formulation standards, thoughtful production practices, and a level of quality that allowed me to stay true to my formulas without compromising on gentleness or safety. Japan’s emphasis on precision and consistency gave me the confidence that each product would be made with the same care and integrity as the original vision.
Together, sourcing from Taiwan and manufacturing in Japan reflects Yahu Beauty’s ethos of intentionality, respect for process, and calm, dependable skincare that prioritizes long-term skin comfort over trends.
What kind of support have you received from friends, family, or the broader community? How can we champion your work? What are some big dreams you have for Yahu Beauty?
BH: I am deeply grateful for the support I have received from family, friends, and the broader community. From word-of-mouth recommendations to social media shares and early product testing, that encouragement has meant everything to me. One particularly meaningful moment was seeing the products help someone with eczema who tested them early on. Watching their skin calm and flare-ups ease reinforced why I started this brand in the first place.
To support Yahu Beauty, sharing the brand, talking about Taiwanese beauty, and uplifting small, intentional businesses truly makes a difference. Taiwanese skincare is still underrepresented in the American market, and I hope to help bring greater visibility to it. Looking ahead, my dreams include expanding thoughtfully, eventually selling in stores, and possibly opening a physical space of my own. Above all, I want Yahu Beauty to remain comforting, inclusive, and rooted in intention.
Learn more and shop Yahu Beauty at https://yahubeauty.com/ and on their Instagram (@yahubeauty)!
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