There’s an old Korean saying that goes something like: “Even if you have to go sideways, it’s O.K. as long as you get to Seoul.” The city is absolutely central to the country — politically, economically, culturally, technologically — and is home to almost a quarter of its population. “I love bumbling along through the pojangmacha (vendors) and buying grilled squid and cuttlefish to snack on in between meetings,” says Alicia Yoon, the founder and CEO of Peach and Lily, a one-stop American mega-site for Korean beauty products.

South Korea is where most skin-care dreams come true, and products are often both affordable and effective — and unique. The country’s beauty influence — BB creams, facial essences, sheet masks and cushion compacts (Lancôme openly credited the inspiration for one of its biggest recent launches to the nation’s foundation technology) — is felt in America, from luxury counters to drugstore shelves. And Yoon possesses exclusive U.S. rights to many of the Korean brands she sells, as well as strategic partnerships with Urban Outfitters, Space NK, Sephora, Target and QVC.

Earlier this month, the Harvard-educated entrepreneur returned home to Seoul, as she does every four to six weeks, to visit her suppliers, scout new brands, work with R&D labs and visit extended family. Above, she shares highlights from her trip.