[Dongguk University Campus Town X IT Donga] Dongguk University has been participating in the Seoul Campus Town project since 2022, creating a startup ecosystem in the northwestern urban area. By supporting deep tech and cultural content startups, it was selected as an excellent case of startup nurturing for two consecutive years and received an A+ grade in the 2024 Seoul Campus Town performance evaluation. IT Donga introduces promising startups developing alongside Dongguk University Campus Town.

AOUT Skincare is a sustainable beauty startup that aims to revive and utilize the value of discarded resources. It uses 'Ragweed', an invasive species that disrupts ecosystems by displacing native plants, as a cosmetic ingredient. Kim Na-rae, CEO of AOUT Skincare, expressed her ambition to grow with a 'circular industry model' that coexists with the local community based on sustainability.

Proving the Value of Weeds through Science…Forming an Industry Structure that Circulates with the Region

The brand philosophy of AOUT Skincare is short and concise.

CEO Kim Na-rae stated, “We adopted 'Our skin was originally good' as our brand philosophy. If you think about it, everyone's skin is clean at birth. Like nature's characteristic of self-recovery over time, we believe that human skin can regain its original strength. We aim to be a brand that assists in that recovery process,” emphasizing, “With this value, all products are designed with low irritation, fragrance-free, and additive-free principles, developing safety-focused products that even sensitive skin can use with confidence.”

She continued, “AOUT Skincare's flagship product is the 'AOUT Whitening Ampoule' made from Ragweed extract. We upcycle Ragweed collected by local governments into a natural bio-material with whitening and antioxidant effects, then develop and distribute basic skincare products in-house,” adding, “Ragweed is an invasive species that displaces native plants and disrupts ecosystems, but it is a plant with excellent antioxidant and whitening properties. The functionality of this plant has been scientifically proven. AOUT Skincare acquired patented technology from the National Institute of Biological Resources under the Ministry of Environment to verify the antioxidant and whitening efficacy of Ragweed extract, and subsequently registered Ragweed as an official cosmetic ingredient with the Korea Cosmetic Association. It was also recognized for safety and efficacy by receiving a non-irritation rating in human application tests for sensitive skin.”

AOUT Skincare focused on the fact that Ragweed is the most widespread invasive species in Korea.

CEO Kim Na-rae stated, “From the perspective of local governments, Ragweed is a waste that requires significant financial and human resources to collect, and it is difficult to dispose of. It cannot be left as it is because it displaces other plants. The idea of 'Is there a way to revive the value of discarded resources like Ragweed?' led to the startup,” adding, “This led me to personally visit the National Institute of Biological Resources and researchers to investigate plants, where I discovered that Ragweed has antioxidant and whitening properties. Although I faced hardships after deciding to start the business with this conviction, as the cosmetic ingredient of Ragweed extract was unregistered. I had to seek advice from researchers at the Gyeonggi-do Forest Environment Research Institute and put in legwork to determine the ratio of solvent to mix per kg of Ragweed in the cosmetic manufacturing process.”

She continued, “After overcoming these trial and error, we were able to introduce the AOUT Whitening Ampoule based on Ragweed extract. The process was difficult, but the result was rewarding, as it quickly gained word-of-mouth online after launch,” adding, “Thanks to consumers who experienced skin tone improvement and antioxidant effects, it ranked first in real-time in the skincare section of Zigzag, and received a rating of 4.9 on Naver Smart Store. Positive reviews such as 'My skin has become clearer' and 'Moist without stickiness' led to the nickname 'Blemish Killer Ampoule.'”

Accelerating Diversification of Distribution Channels…Targeting Overseas Beauty Markets

AOUT Skincare identified the diversification of distribution channels as an urgent issue to address.

CEO Kim Na-rae stated, “Although we gained word-of-mouth on online platforms, diversifying distribution channels is urgent to reach more consumers in offline stores. We are actively promoting our products at various exhibitions and business presentations,” adding, “We are also pursuing diversification of raw materials using other invasive species like Humulus japonicus and native plants. In the future, we plan to expand a low-irritation functional lineup centered on 'skin recovery' and accelerate global expansion starting with the Southeast Asian market. We are particularly preparing to enter the Halal beauty markets in Malaysia and Indonesia, expand in East Asia including Japan and Vietnam, and enter ESG-certified markets in the US and Europe in stages.”

She continued, “The support of Dongguk University Campus Town played a significant role in overcoming trial and error and launching successful products and targeting overseas markets. Beyond practical support such as IR, mentoring, and promotion, the support and backing from Campus Town since the days of being a prospective entrepreneur made it possible to turn potential into reality,” adding, “Dongguk University was a 'startup partner' that grew together beyond providing space in Campus Town. Based on this experience, AOUT Skincare was able to achieve results in various government and local government programs such as public commercialization support projects and youth entrepreneurship academies.”

Building a Beauty Ecosystem Connecting Environmental and Human Recovery

The ultimate goal of AOUT Skincare is to build a beauty ecosystem that connects environmental and human recovery.

CEO Kim Na-rae stated, “The strength of startups is their ability to solve detailed problems. We believe that startups can make meaningful changes even with small environmental issues that large corporations do not address. We will do our best to be recognized as a representative company symbolizing that change,” adding, “We aim to establish a 'sustainability-based regional circular industry model' beyond a simple cosmetic brand. Through agreements with local governments, we will systematize the entire process of collecting, processing, and utilizing invasive species, and pursue solving environmental issues and creating local jobs in collaboration with public institutions, universities, and research institutes. Based on 'authenticity, sustainability, and execution,' we aim to establish ourselves as a sustainable company that designs a structure that actually reduces waste and coexists with the local community, rather than merely advocating 'eco-friendliness.'”

IT Donga Reporter Kim Dong-jin (kdj@itdonga.com)

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