OOTD
More about OOTDThe story behind OOTD Read the full story
OOTD Beauty takes its name from a play on the fashion shorthand 'outfit of the day,' reframed by founder Hellen Choo as 'Oxygen of the Day' and the idea that skincare should feel as essential as breathing. Choo, who holds a PhD in design theory, built the brand around clean, vegan, dermatologist-tested formulas aimed at Gen Z and millennial consumers with sensitive skin, and all products are made in Korea. The catalog reflects a results-and-ritual positioning, from AHA BHA Clarifying serums and toners labeled for evening use to ceramide and collagen sheet masks and the Caredermthin spot patches. The brand has expanded internationally across the US, Canada, Europe, the UK and Japan, and was named a multiple-time finalist at the 2025 Pure Beauty Global Awards, a sign of growing industry visibility. Still, OOTD remains a comparatively young brand without the deep, independent clinical literature of legacy derma houses; its appeal is grounded in transparent, vegan formulation and targeted actives rather than a long-established research record, and an exact founding date is not clearly documented in available English sources.
- Founded
- 2021
- Origin
- South Korea
- Heritage
- Emerging
- Type
- K-beauty
- Verdicts
- 6 Strong choice · 16 Good choice of 36 assessed
- Top-rated
- OOTD AHA BHA Clarifying Serum P.M
All OOTD Products
More about OOTD
OOTD Beauty, short for 'Oxygen of the Day,' is a Korean vegan, dermatologist-tested skincare brand founded by Hellen Choo.
A precise founding year could not be confirmed, but the brand presents as a relatively young, fast-growing line that markets clean, vegan formulations for sensitive skin. Its credentials rest on vegan certification, brand-stated derma testing, and recent industry-awards recognition rather than extensive independent clinical research.