Maggie Yue

Maggie Yue founded Asia Master Trade Co., Ltd. in August 2013, which gave her exposure to international beauty markets across Asia before she ever launched a brand. AXIS-Y followed in January 2018 with one operating conviction: that clean beauty had to be sustainable at every level — formulation, packaging, supply chain, community — to be legitimate.

Her unusual go-to-market choice was to validate the brand's first skincare line, Ay&Me, with over 1,000 skincare influencers across 68 countries before launch — a global sensory panel at a scale most brands deploy only for internal R&D. The annual EcoGlow 5.5 Community Campaign on Jeju Island, with carbon offset and forest restoration components, was one of the first Korean beauty initiatives to embed sustainability activism directly into brand activity rather than treating it as a marketing layer.

AXIS-Y opened a flagship in Cheongdam in 2024 and reported a 95% sales uptick year-over-year, anchoring its global growth with a physical Korean presence after first proving the model on TikTok.

Climate inspired, community focused, self-care encouraged, vegan and cruelty free — the brand's stated axis.

6+1+1 formulation: six nutritional ingredients, one treating agent, one new technology per product.

Community is a channel, not a campaign. Customers who use skincare daily are the most qualified people to inform its development.