Good light cosmetics Beauty Beyond the Binary

Launch Date: March 2021

Geography: Orange County, CA, US

Founder: David Yi, Founder + CEO

Executive Team:

Notable Investors:

• FAB, Odile Roujol
• Claire Chang, Ignite XL Ventures
• Joon Bae, CTK USA

2025 Full Year Projected Revenue: $5M – $8M, according to industry estimates

Primary Category: Skincare

Other Category: Personal Care

Funding: Angel Investment

Primary Distribution Channel: Mass

Other Distribution Channel: DTC

Key Retail Partner: Ulta Beauty

2025 Projected Offline Distribution Points: 1,500+

Good Light cosmetics was born from a belief that beauty should be inclusive, gentle, and liberating—not rigid or binary. As a queer Korean American founder navigating both identity and the beauty space, I created Very Good Light first, to challenge outdated norms and champion inclusivity in skincare. With our community, we launched a brand with a clear mission: Beauty Beyond the Binary—serving Gen Z and millennials and beyond who deserve to be seen and celebrated.

Insights: David Yi, Founder + CEO

Why now and why you?

We’ve grown from a scrappy indie brand to launching in Ulta Beauty nationwide, with viral community-driven moments that prove people are hungry for change. We’re Ulta’s first and only gender-inclusive beauty brand, and the first and only out and proud queer K-beauty brand. The beauty industry is at a breaking point—consumers are demanding more than surface-level inclusivity. They want transparency, emotional resonance, and brands that reflect their lived experiences.

What fuels your competitive advantage?

Our unapologetic storytelling, high-performance formulas, and radical inclusivity—not just in our campaigns but in who leads the conversation.

What are you most proud of accomplishing to date?

I’m most proud of building good light from the ground up—without billion-dollar backing but with a clear mission and an unapologetic point of view. We earned our top-shelf spot at Ulta Beauty, went viral through honest storytelling, and created space for people who’ve never felt seen in beauty. I’m proud that we didn’t compromise. That in an industry driven by sameness, we showed up with softness, nuance, and heart—and proved that it resonates. Most of all, I’m proud that our community feels like it belongs here. That’s the real win.

What is the one thing you wish someone had told you?

I wish someone had told me: this road—full of detours, heartbreak, rebuilding—isn’t a failure. It’s the way you make it. This is how you define success. It’s not about sprinting to the finish; it’s about pacing yourself, finding grace, and realizing you’re not alone. You’re walking alongside some of the best, most resilient founders out there. That community is everything—and it’s what carries you through.