Alicia Yoon is known for being the architect of the Korean Beauty movement in America. She founded her company Peach & Lily in 2012 to educate retailers, editors, and consumers about Korean beauty. Yoon says the science behind K-beauty products in much more advanced than typical products made in the U.S. Peach & Lily products can be found in retailers such as Sephora, Macy's, Barneys, and CVS. When asked about the brand being sold next to major beauty brands like Estée Lauder, Yoon said, "where there's a lot of beauty brands, there's a lot of beauty consumers."