Seo Dong-hee

Seo Dong-hee, 48, is the CEO of B-Cabros, the eco-beauty technology company that operates Taga. His background is unusual in the Korean beauty industry: he was an original member of the Korea Startup Forum, connecting him to the tech entrepreneurship community rather than the traditional cosmetics manufacturing sector.

He describes himself as a beauty-industry outsider with an insider's eye for what Korean brands systematically fail to do — specifically, the lack of any clear, communicable philosophy in a market flooded with ingredient-forward claims. His product brief was the most constrained in Korean beauty: infant and young child cosmetics, the segment where ingredient-safety scrutiny is highest and greenwashing risk is most reputationally damaging.

Taga completed its cosmetics lineup in November 2023 and launched sales in 2024. By August 2024 the brand had entered Vietnam's Shopee marketplace as its first international market, with Southeast Asian expansion (including Thailand) as the next horizon.

Conscientious beauty — Seo's own term, coined explicitly to capture both social and financial values that no existing Korean brand was articulating together.

Everything Taga makes must eventually return to the earth in a biodegradable state.

Radical transparency: the only Korean cosmetics brand publishing per-product CO2 emissions on packaging (developed with KAIST), and the first in Korea to disclose full ingredient mixing percentages, not just INCI order.