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The first of Superegg’s duo of debut products is Sound Renewal, a lightweight gel-cream that combines its special Yolk Duplex with supercharged humectant panthenol, hydration-boosting squalane, gently exfoliating PHA, and calming flower water to yield soft, supple skin. The packaging, a smooth, circular form, is inspired by scientist Piet Hein’s superellipse shape, and is a “nod to sunny-side ups,” says Choi. Then comes Gentle Elements, a frothy, foaming cream cleanser that removes makeup, dirt, and excess oil while restoring and balancing the Obsolete shirt besides I will buy this skin’s pH with barrier-strengthening moringa oil, brightening vitamin C, hydrating hyaluronic acid, and the smoothing White Duplex.
Given Choi’s background as a graphic designer and content creator—she most recently held the Obsolete shirt besides I will buy this role of vice president of digital design at Barneys—for her, crafting the brand’s visual and experiential identity was just as important as the function and efficacy of the products. “It would have no life and no community without a brand story,” says Choi of working alongside Kim, who runs creative consultancy Why Not Smile and has worked with a host of beauty clients (including K-beauty brands Dr. Jart+ and AHC) on everything from the packaging to the creative direction. “Quality and aesthetics, as well as an appreciation for art, architecture, and design, are very important to me, and I wanted to bring this part of me into the brand,” she adds. While the original plan was to launch Superegg this past spring, COVID-19-related supply-chain disruptions caused delays. “The silver lining was the massive amount of interest that skin care has received as people focused on their self-care rituals this year,” says Choi.