In a world where reinvention is rare after the age of 50, Hyunsook Lee, fondly known as Helen, emerges as an inspiring symbol of resilience and visionary entrepreneurship. After dedicating three decades to educating students in English and Mathematics at her private academy in Korea, Lee’s journey took a radical turn. In 2016, she stepped away from the classroom and into the uncharted territory of global business, driven by a deep concern for the future of human labor in a rapidly automating world.
Despite her extensive teaching experience, Lee realized that academic achievement alone no longer guaranteed hope or security in a changing era dominated by scientific advancement and artificial intelligence. She asked herself a hard question, how should we live in a world where lifespans stretch past a hundred, but meaningful employment shrinks? Amidst this reflection, a serendipitous encounter changed everything- a bottle of Korean all-in-one natural cosmetics. Skeptical but hopeful, she tested the product on her own skin, ravaged by years of sun exposure from daily mountain biking. To her astonishment, her skin visibly improved within just ten days. As friends and acquaintances began to notice and inquire, Lee’s curiosity evolved into determination. She dove into the world of skincare, researching cosmetics deeply and passionately. What started as personal experimentation became a mission and at the age of 51, she officially began her second life, as an entrepreneur.
Her entry into the beauty and wellness industry was met with skepticism and ridicule. Transitioning from academia to global business seemed improbable to many, but Lee refused to be deterred. She committed herself fully to her vision which was to build an online global network rooted in trust and purpose. Her idea was simple yet profound- create a network where one trustworthy partner represents her brand in each country. Although the execution was anything but easy. For years she sought the right partner for India which was her most cherished market and waited patiently for four years only to be disappointed. But true to her indomitable spirit, she persevered. Her efforts bore fruit when she met Karan Sarsar, founder and CEO of Awega Green Technologies LLP at the Bharat Textile Expo. That meeting marked a turning point in her journey, a meeting of minds that reignited her dream with fresh hope.
Lee’s journey has been largely solitary. For eight long years, she pursued her dream without mainstream support. Her ideas were too radical for many to understand and her path was too paved with resistance and isolation. However, one unexpected moment became her emotional anchor: a Turkish journalist she met online who believed her story. His words, “The job of a journalist is to make people like you known to the world”, validated her existence and efforts in a way that brought her to tears. In that one acknowledgement, she found profound affirmation.
Her outlook on life is shaped by a deep belief that the Earth is a grand playground and those with positive influence are cosmically connected across continents. For Lee, life’s most powerful moments come through these serendipitous meetings. She believes that the world changes through the passion of a fewthose with warm hearts and clear intentions. This feeling fuels her unwavering mission. Now, she sees India not just as a market, but as a mirror of Korea’s past- a place brimming with potential, passion and promise. She believes that by setting up factories and transferring advanced Korean technology in India, both countries can thrive together. Her belief in the ancient cultural ties between India and Korea, such as the story of King Suro and Empress Heo Hwang-ok, strengthens her commitment to building a bridge between the two nations.
Her message to the youth is of bold optimism: “Dream big. Begin again if you must. The world belongs to those who believe in beauty, kindness and vision”. In a time where the future feels uncertain and fleeting, Hyunsook Lee stands tall- an entrepreneur, a dreamer and above all, a pioneer of the second life. From a classroom in Korea to the global business stage, Helen Lee’s journey is not just about cosmetics, it’s about hope, transformation and the power of believing in something no one else sees… yet