As a professional model with sensitive skin, Carolyn Li Ming struggled to find skin care that was free of synthetics and alcohol. So she dusted off her degree in Neuroscience and developed Li Organics, a plant-based line of skin care that combines Southeast Asian ancient beauty traditions with modern science. We talked to her about a direct-to-customer business that began in her kitchen and is now on the verge of national distribution. We discussed how important it is to avoid industry jargon and tell an authentic story of how beauty is more than skin deep.

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