In an era of marketing illusions, Celeste Jo, founder of Celejoy, chose a different path for her brand, Barr. Rejecting the conventional K-beauty success formula, she pierced the conservative European market with "restrained honesty." From surviving on a $200 salary to turning down global M&A offers to protect her brand’s sovereignty, Celeste’s journey is a testament to the power of essence. Discover how her "authentic K-beauty global growth" strategy redefined the industry s