From Korean Skincare Frustrations to a Global E-Commerce Brand.

The Challenge.

For Jeen Chun, Kaya KoCo started with something simple: frustration. While living in the U.S. and Europe, buying Korean skincare was always a struggle. Products were overpriced, out of stock, or not available at all. She decided to fix that problem for people like her who loved K-beauty but couldn’t easily get it. However, turning that idea into a global store and building a cross-border e-commerce brand in Korea was far from easy. Running the business from Korea meant that international customers could only pay with PayPal, which turned many shoppers away. On top of that, selling into the U.S. required more than just building good products and shipping them across borders.

Kaya KoCo needed to establish legitimacy, banking access, and compliance to build trust with American customers. If these issues were ignored for too long, Kaya KoCo risked losing trust with customers and hitting limits on how far it could grow. This meant setting up a legal entity in the U.S., gaining access to banking that worked for international businesses, and unlocking multiple payment gateways that customers trust. At the same time, she knew the business couldn’t scale if she spent all her energy trying to figure out legal and compliance rules across two countries. What Kaya KoCo needed was a partner who could guide them through the maze of taxes, banking, and compliance, freeing Jeen to focus on building a brand and serving her customers.

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The Solution.

Jeen co-founded the Kaya Koco with her father with a simple focus: hand-pick only the skincare they use and trust, then use AI to recommend products that fit each customer’s needs. This personal touch, combined with AI technology, gave Kaya KoCo a strong identity right from the start. The bigger challenge was building the infrastructure for a U.S.-facing brand while operating from Korea. She partnered with doola to handle the legal incorporation of her business in the U.S., which gave the business credibility and unlocked access to global-friendly payment gateways.

This step alone made the checkout process smoother and encouraged more customers to complete their purchases. Instead of getting stuck in paperwork, Jeen received expert guidance at every stage, allowing her to spend her time where it mattered: building trust with her customers and expanding Kaya KoCo’s global reach. With doola as a partner, Kaya KoCo could finally operate like a true global e-commerce brand, built on a strong legal and financial backbone.

“doola didn’t just help us incorporate Kaya KoCo as a U.S. company. They guided us through the entire process of operating legally within the U.S., from taxes to banking. Their team was consistently friendly, responsive, and genuinely eager to help us problem-solve beyond the basics of incorporation. It felt like having a partner, not just a service.”

Jeen Chun, Co-Founder, Kaya KoCo

The Result.

The impact was immediate. Customers could pay using the methods they were most comfortable with, whether credit cards or other global gateways. They also felt more confident buying from a business that had a real U.S. presence, and that trust translated into stronger sales and repeat purchases. Instead of juggling legal documents or worrying about mistakes, Jeen had a reliable partner making sure Kaya KoCo stayed compliant and ready to scale. This allowed her to put her time and energy into what mattered most: curating products, improving AI recommendations, and serving her customers.

With doola handling the backend, Kaya KoCo could truly live up to that philosophy: “Focus on serving, not selling.” The brand grew into a trusted global e-commerce business, and Jeen now encourages other entrepreneurs to consider how the right partner can remove barriers and make international growth possible. Her journey is also a reminder to other entrepreneurs: launching a business in the U.S. doesn’t have to be overwhelming. With the right guidance, tools, and support from doola, international founders can overcome barriers, build trust in new markets, and grow businesses that truly make an impact.