Vize will debut with a $24 facial SPF designed to translate K-beauty sunscreen expectations into a product formulated for the U.S. market.
Hero Cosmetics co-founder Ju Rhyu is returning to beauty with Vize, a new U.S. sunscreen brand that takes product cues from Korean sun care.
Rhyu co-founded Vize with dermatologist Aimee Paik. The brand is scheduled to launch direct-to-consumer on September 22 with Cloudwear Daily SPF 30, a $24 facial sunscreen designed to function as both daily sun protection and a moisturizer.
The positioning draws on the lightweight textures and skincare-first approach that have helped Korean sunscreens gain attention among U.S. beauty consumers. Vize, however, is not a Korean-made sunscreen. Cloudwear was developed for the American market and uses 10.15% zinc oxide and 7.5% octinoxate rather than newer UV filters available in South Korea but not approved for use in U.S. sunscreens.
That distinction makes the launch notable beyond Rhyu’s return to entrepreneurship. Vize represents an attempt to translate K-beauty product expectations into a domestic U.S. sunscreen brand rather than simply importing an existing Korean formula.
Rhyu and Paik personally invested about $1 million in the business and are beginning with a single SKU before expanding the range.
