Koeun, BX Designer at Melixir

[Interview] Melixir’s Designer Koeun Talks About the Gratification, Challenges, and Work That Goes into Being a BX Designer at a Growing Startup

Hello Koeun! Can you tell us a bit about your role at Melixir?

As a BX designer, I’m responsible for designing all the brand touchpoints. Essentially, I shape every way our customers interact with the brand, from packaging and containers to collaborating with our marketing and sales teams on the overall direction of our product designs.

 

As a designer, what’s the biggest challenge you face?

Sustainability is key for us, so the biggest challenge is balancing high-quality design with minimizing our environmental impact. Many eco-friendly materials for containers and packaging are relatively new and less durable than the traditional ones used in the industry. This creates a dilemma between quality and sustainability. We can't compromise on quality, but we also want to be as eco-friendly as possible. It takes a lot of research and trial and error to develop products that meet both standards. To push our brand toward sustainability, most of our skincare products come in glass packaging. However, since plastic is sometimes unavoidable, we aim to use more sustainable options like post-consumer recycled plastic (PCR) and biodegradable plastics.

 

Do you have a set of principles or rules you follow when designing different components?

My design philosophy is to keep things simple yet effective. Too many elements can confuse customers and dilute the essence of the product. I believe in transparency and precision, ensuring customers know exactly what they’re buying. For instance, our packaging features only the logo, and we use minimal colors—sometimes just one. I strip away anything that could distract from clarity and focus on delivering only the essentials.

 

I know you love to travel. Does travel inspire your designs? How do you find inspiration now that traveling is more difficult due to COVID?

Before COVID, I used to go on long trips to places like New York and Europe, finding inspiration in parks, print shops, and art galleries. Since travel has become harder, I’ve been finding inspiration through reading and participating in reading groups with close friends. Recently, I've been touched by Tae Soo Lim’s books on branding, and I admire his journey from working at large corporations like Kakao to founding his own branding agency. Another book that inspired me is That Will Never Work, which chronicles Netflix's startup story. It’s reignited the startup spirit within me.

 

What are your favorite brands?

I love brands like Apple, COS, and A.P.C. for their understated designs that let the products speak for themselves. I also admire brands with unique styles, like Written, Brillpiece, and Outdoor Voices. Outdoor Voices, in particular, does a fantastic job reflecting their brand motto, "Endorphins Make You Happy," in their designs.

In the beauty space, Aesop and Le Labo are two favorites. Aesop’s simplicity is especially appealing, and Le Labo does a great job of personalizing the customer experience by printing their name on the packaging. I also appreciate how both brands are gender-neutral.

 

Why did you start working at Melixir?

I saw a recruitment posting for an intern designer at Melixir when I was in college. It had only been four months since Melixir launched, and there was no official website—just a simple Wix page. Despite how new the concept of vegan cosmetics was at the time, the message and feel of the brand resonated with me. I interviewed and started working with Melixir the following Monday!

 

What are the pros and cons of working at Melixir?

One of the biggest pros is the level of responsibility and autonomy we’re given. I also get to work with amazing, growth-oriented people and be involved in the entire process of creating a product, from design to the smallest details like labels and packaging. Seeing my work in customers' hands is incredibly rewarding. Our open-minded, flexible team culture, where even the wildest ideas are considered, is another big motivation.

However, the fast-paced startup culture can be tough for those who prefer structured rules. With small teams and a lot of responsibility, there’s pressure to always be at the top of your game. But I see this as an advantage—it pushes me to grow faster.

 

If you had to pick one thing Melixir does exceptionally well and one area for improvement, what would they be?

Melixir has excelled at catering to eco-conscious customers who seek truly sustainable products. Many of our customers are so dedicated to this value that they’re willing to wait as long as it takes for our new releases.

One area we're working on is expanding Melixir into a true lifestyle brand. We’re developing more product lines to integrate into various aspects of our customers' lives.

 

Do you have any personal or career goals you’d like to achieve at Melixir by the end of the year?

Personally, my goal is to be 10% better than I was last year. To achieve that, I’ve been exercising, attending Pilates classes, reading, and improving my English. I’m also keeping a log to track my progress.

At Melixir, I want to solidify our design principles and brand guidelines so our direction remains clear as we grow and onboard new team members. Although I may not have the most experience as a designer, I’ve been with Melixir since its beginning, so I understand what our customers want. My goal is to create a foundation that makes it easy for anyone joining the company to understand and embrace our sustainability ethos.

 

Finally, what kind of future do you envision for Melixir?

I see Melixir continuing to be an impactful brand, influencing people’s lifestyles for the better. I want Melixir to be like Patagonia—a brand that inspires people to make eco-friendly choices. Products people use daily can have a huge influence, and I want Melixir to not only provide great skincare but also inspire people to live more sustainably.