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Our story
Founded by Hana Tolio and Soukaina El Garisi , Baekho Beauty was born from a desire to professionalize K-Beauty in Europe .
Recognized for her expertise, Hana is regularly cited by prestigious publications such as Vogue , the Journal du Luxe and Jing Daily , bringing a solid theoretical knowledge of the market.
Soukaina , for her part, is an expert in creating retail universes gumiho.be , allowing total immersion in Korean culture and optimization of the customer experience at the point of sale.
Today, we support institutes, boutiques, shopping centers, department stores, independent businesses and pharmacies in Belgium , Benelux and France in their transition towards innovative and authentic beauty.
Hana Kim Tolio
Co-founder of Baekho Beauty, but also of the Softpower and cultural marketing agency The Art of Jeong .
Recognized as an expert in Hallyu and K-Beauty, regularly sought after by major publications such as Vogue Business , Jing Daily and the Journal du Luxe .
Cultural analyst and trade flow analyst between Korea and Europe, but also Strategic Planner for French beauty groups.
She deciphers tomorrow's trends to offer European and Asian partners a 360° architectural vision.
Soukaina El Garisi
A pioneer in K-Beauty retail in Europe, the co-founder of Baekho brings unparalleled field expertise from the creation of Gumiho Cosmetics and the K-Street Food chain TOKKEBI.
As a specialist in brand distribution and activation, she orchestrates deployment strategies (retail operations) that connect the Korean world to the demands of European consumers.
She is the guarantor of the commercial performance of our catalogue.
Gumiho & Baekho
Baekho is much more than a distributor.
Our founding principle is to have a trend laboratory, which activates brands on first points of sale, dedicated to the activation of new brands .
We test, observe and analyze how European consumers experience K-beauty .
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