Meet The Brand

Beauty Rituals with Erica Choi, Founder of Superegg

GB: Hi Erica (E), thanks so much for taking the time to chat with us today. Can you start by telling us a little bit more about you and the inspiration for Superegg?

E: Of course! I’m a NYC-based creative director, licensed esthetician, and the founder of Superegg, a premium vegan brand inspired by the holistic Korean beauty philosophy and the nutritional values eggs have for the skin. When starting Superegg, I was inspired to draw upon my own experience as both the former VP of Digital Design at Barneys New York and as a content creator on my platform, @eggcanvas, to inform the creation of the brand.

Erica Choi

GB: Amazing! You know we have to ask: where does the name Superegg come from?

E: Great question. My Korean upbringing included childhood memories that featured the use of eggs in beauty rituals, which was a significant aspect of my heritage. From a young age, I watched in wonder as the women in my family applied different parts of eggs to their faces for beauty treatments on trips to the neighborhood bathhouses. I was amazed at the results they produced. Only later did I learn that this was part of a rich tradition of egg-based beauty practices that date back to the first millennium in Asia. Eggs have been a fundamental ingredient in beauty practices for centuries and continue to be celebrated for their effectiveness and cultural significance.

The name Superegg is rooted in our brand's core belief of balance being key to beautiful skin. We see smooth, egg-like, balanced skin as starting from within, and view each component of an egg– the egg yolk, white, and eggshell– as a graceful expression of balance.

In addition to our brand's philosophy, we were also inspired by the term "Superegg," which was popularized by Danish Poet and Scientist Piet Hein (1905-1996) to describe a self-balancing oval-like volume that rotates around a curve to create a unique symmetrical ellipse known as a superellipse. This concept of balance resonated with us and became an important part of our brand's identity.

GB: That’s so powerful, thank you. Given the importance of balance to Superegg’s ethos, how is this balance reflected in Superegg’s products? Why was it important to you, as the founder of Superegg, to create and offer a 100% vegan and cruelty-free skincare line?

E: I was inspired to create a beauty formulation and design style that drew from the nutritional benefits of eggs, but with a plant-based approach. When it comes to balance, our products feature a well-balanced formulation of potent botanicals and clinical actives that have been utilized in historical Asian culture for centuries. My goal was to create modern beauty rituals that still honor the past while also being gentler on both the skin and the planet.

At Superegg, we're proud to offer a wellness-based skincare line that balances and blends tradition and innovation. Each product has been thoughtfully developed with efficacy and comfort in mind to enhance your daily self-care practices. We believe in the power of mindful beauty, and we're excited to offer a skincare line that embodies that philosophy.

GB: Love that. In addition to being vegan and cruelty-free, Superegg is also a small brand making a big commitment to sustainability. Can you share more about what it means to be 1% for the Planet member and what this means at Superegg specifically?

E: Absolutely. At Superegg, we're committed to having a positive impact on the environment in every way we can. From the way we source our high-quality ingredients, to our fair trade practices and production process, we're committed to creating clean, sustainable products that are not only healthy for your skin but also for the planet.

That's why we're proud to be a committed partner to 1% for the Planet, an international organization that encourages brands to contribute at least one percent of their annual sales to environmental causes. Together, we're building a team of environmentally conscious brands dedicated to making a difference.

We take our responsibility to preserve the environment seriously, and are always searching for new, tangible ways to make this happen. We view sustainability as a source of innovation and a driving force of creativity for us, and we're taking steps to build transparent and environmentally responsible beauty rituals.

One of our current priorities is to increase the sustainability of our packaging. That means using more recycled content and less packaging overall to reduce waste. Our boxes are made from FSC (Forest Stewardship Council) certified paper, and we're working hard towards PCR (Post-Consumer Recycled) glass and resin for all of Superegg's primary packaging when possible. We believe that each little action counts, and we're committed to making a positive impact on the environment, one product at a time.

GB: In addition to your  1% for the Planet commitment (which we love, by the way), Superegg also has a unique Sustainability Cycle. Can you share more about this cycle and how it works?

E: Yes! Our "Recycle & Reward" program is designed to promote the elimination of waste, while providing a positive benefit to our customers. Through this program, we encourage our customers to recycle their empty Superegg product containers in an environmentally-friendly way.

To participate, customers can collect six empty Superegg product containers and send them back to us to be recycled through our sustainability partner. Once we receive the empty containers, we offer a complimentary replenishment of one of our products as a reward.

This program is a win-win situation for both customers and the environment. By recycling their empty containers, customers can actively contribute to reducing waste and promoting responsible consumption. At the same time, customers can continue to enjoy their favorite Superegg products while helping to cultivate a more sustainable future.

GB: Such a virtuous cycle, that’s great. For those of us seeking to create our own ‘responsible beauty ritual’– especially one that prioritizes the planet– what questions should we be asking ourselves when we shop?

E: I’d suggest that when you’re shopping for a more environmentally responsible beauty product, you start by asking:

  • What are this brand’s sustainability efforts?
  • How transparent are they?
  • What commitments are they making today, and in the future to prioritize the planet?

And, in addition to this, I’d certainly encourage anyone curious about responsible, sustainable beauty to question their own need for the products they consider purchasing. Before making a purchase consider asking yourself:

  • Need: Is this product something I truly need?
  • Longevity: Will I use this product regularly?
  • Purpose: Why am I buying this product? (impulse purchases  v. intentional purchases)
  • Motivation: Who told me to buy this product?*

*Note: As often as you can, pause to think critically about by whom/for what reasons a product is being advertised to you. Watch for marketing gimmicks that tell you need something. Many companies today may use sustainability and eco-friendly buzzwords to excite you into buying something when in actuality, their products aren’t sustainable, encourage consumption, and in turn may lead to unnecessary waste!)  

While it’s crucial to support and affirm brands prioritizing eco-forward practices and commitments, conscious consumption– being mindful of how and why we consume– is the most critical step to building a beauty ritual that’s truly responsible.

GB: These questions and considerations are all so helpful. Thanks for sharing them with us. For any small business owners, especially other skincare or wellness brands who may be reading this, what advice or suggestions do you have for those who want to prioritize sustainability in their own business practices? Where can they start?

E: In my experience, one of the most crucial steps to creating a responsible product is conducting thorough and ongoing research. Ask questions and gather information from all parties involved in the production process, including manufacturers and suppliers. This will allow you to establish a clear understanding of your product's origins and how it was made, including the materials used and provide an opportunity to conduct an audit of any potential environmental impacts and/or harms. By committing to transparency throughout the development of your products, you can make informed decisions, identify areas for improvement, and ensure that your product aligns with your values and commitment to sustainability.

GB: That’s such great advice, thank you. Okay, Erica, we’re so curious: what is your personal favorite Superegg product?

E: It’s so hard to choose just one favorite when I’ve poured so much passion into each and every one! But I have to say, our newest addition to the lineup– our Vitamin Collective Vitality Elixir– has really captured my heart. This serum is a game-changer in the world of brightening serums. It’s lightweight and contains vitamin oil micro-capsules, providing an indulgent, transformative experience. It’s also deeply hydrating and revitalizing for the skin while protecting it from the harmful effects of free radicals. This helps combat and minimize the appearance of dark spots, uneven skin tone and texture, and prevent future discoloration.

GB:  We seriously cannot wait to try this! Since we’re all about supporting small businesses over here, are there any small businesses you’re currently crushing on?

E: I'm impressed and inspired by so many small businesses in the industry. A few that really stand out to me: Elorea, good light, JINsoon, Monday Born, Nette, and Then I Met You. It's truly amazing to see such strong Asian-American founders making waves in the industry, and I'm honored to support them.

GB: Thanks for all the great recs and for sharing your time with us today, Erica. Last question. As we consider the generational health of our planet: what is your wish for our world? What’s one action we can all take to help contribute to this wish?

E: My wish is that we can work together to make the world a better place and take action towards sustainable, meaningful change. I think it’s really important that we move beyond just talking about these issues and focus on the practical steps we can take to address them.

Whether it's reducing our carbon footprint, supporting ethical and responsible businesses, or advocating for policies that prioritize the planet– every action counts. By working collectively towards a common goal, we can create a brighter future for ourselves and generations to come.

Reminder! You can find all of Superegg’s products on goodbuy and toggle on the ‘sustainable’ tag anytime you shop to discover more certified, sustainable products exclusively from small businesses.  


the goodbuy team