David Yi announced in an article penned for Allure that after five years, he’s made the agonizing decision to shutter his brand.WHO: Founded in March 2021, Good Light Cosmetics was born from a belief that beauty should be inclusive, gentle, and liberating—not rigid or binary. As a queer Korean American founder navigating both identity and the beauty space, David Yi first created Very Good Light, a platform to challenge outdated norms and champion inclusivity in skincare. With the help of his community, he launched a brand with a clear mission: Beauty Beyond the Binary—serving Gen Z, millennials, and beyond who deserve to be seen and celebrated.WHY: Good Light Cosmetics was one of a handful of K-beauty brands at Ulta, but the competition has become fierce over the last two years. Suddenly, the brand became a commodity buried in the wave of viral K-beauty brands that were less expensive and had deep pockets.IN THEIR OWN WORDS: “Korean culture was finally everywhere, but the new brands arrived faster and cheaper than we could ever match. Without another funding round we couldn’t keep up. That was when I realized this might be the beginning of the end. We were already in survival mode, and love alone couldn’t outrun capital,” Good Light Cosmetics founder David Yi told Allure.“The cruel irony isn’t lost on me. I love that Korean culture is finally popular. I love that K-beauty is getting the recognition it deserves. But behind the headlines celebrating the K-beauty boom are indie brands like mine struggling for space. It makes me wonder if people care about my mission anymore,” he continued.DETAILS:Good Light Cosmetics will close in April.
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