Eun Mee Kang

Eun Mee Kang — known internationally as Anna Kang — founded YADAH in 2011 as a direct response to a maternal healthcare problem she could not solve with existing products. Her child was experiencing breakouts and skin sensitivity, and the Korean market at the time offered few formulations that met both her efficacy and safety standards.

Kang was not a cosmetic chemist before launching YADAH — her expertise came from ingredient research, Korean botanical tradition, and the acute attention a parent brings to what their child applies daily. YADAH became one of the earliest Korean brands to build an explicitly clean, free-from, botanically-led portfolio before K-beauty had broad international market penetration.

The brand's hero franchises — Anti-Trouble (anchored by prickly pear) and Green Tea — were built specifically for sensitive, adolescent and reactive skin, a consumer segment that most clean beauty brands have historically treated as secondary.

Plant-first and skin-first simultaneously: Korean biodiversity is the ingredient database.

Begin with what skin does not need before deciding what to add to it — no parabens, artificial colorings, sulfates, mineral oils or animal extracts.

Formulate for the most sensitive skin types, including teens — not as a footnote, but as the primary brief.