good light

For decades the beauty industry has been limiting itself based on gender, but new personal care brands like good light, from the website Very Good Light, are challenging tradition by creating beauty & personal care products that can be universally enjoyed. good light calls this “beauty beyond the binary”, and it’s part of the growing movement of companies emerging that are challenging the idea that beauty products & personal care are only for one gender. good light intentionally doesn’t market itself to any gender, it’s a product that is meant to be enjoyed by everyone, everywhere.

In 2016, David Yi left his comfortable job in fashion to take a chance on himself and start a blog dedicated to redefining masculinity. The blog’s name was Very Good Light, and it was where Yi began challenging male & beauty stereotypes though product reviews, round-ups, in-depth interviews with people in the industry, and more. Very Good Light gained a cult following and Yi realized he had something very special on his hands.Inspired by the community he built through Very Good Light, Yi decided to create a skincare offshoot of the brand, called good light, similar to how Into The Gloss created the successful brand Glossier. In creating good light, Yi was also creating a brand for himself. In interviews with magazines like InStyle, Yi explains that while he likes to shave and do grooming and beard oils, he also enjoys sheet masks and putting on makeup but he couldn’t find a brand that appealed to him. Every brand seemed to have marketed steeped with gender stereotypes, so he created a brand that would welcome everyone, regardless of gender.