Beauty News NYC sat down for a Q&A with Changhee Cho, Co-Founder of BONJIL, to discuss the inspiration behind the first-of-its-kind neurosensory skincare line, the undeniable connection between stress level and skin health, her advice for aspiring beauty entrepreneurs, and what’s next for the future of the brand.
What inspired you to create BONJIL, and what was the original vision for the brand?
BONJIL was built on one fundamental belief: the mind and skin are deeply connected. Stress triggers the release of cortisol, the body’s primary stress hormone. When cortisol remains elevated, it can break down collagen, reduce skin elasticity, weaken the skin barrier, and accelerate visible signs of aging. Rather than only treating the symptoms of aging, BONJIL focuses on what we believe is one of its essential underlying causes: chronic stress. By addressing the connection between the mind and skin through intentional rituals, BONJIL supports healthier-looking skin from the inside out.
What does “neurosensory skincare” mean to you, and how does it shape the BONJIL experience?
BONJIL does not simply focus on the appearance of the skin. We seek to create an experience where science, sensory design, and mindful rituals come together to support both emotional well-being and skin health. We call this neurosensory skincare: skincare that nurtures the connection between the mind and the skin through the power of all five senses.
How did your personal and professional experiences influence the creation of BONJIL?
Personal: I was born with 26 allergies. When I was running a dermatology clinic in Korea, I experienced a great deal of stress. I had to inject steroids every day because my skin was so itchy and my eyes were always swollen. Now, by focusing on a happier mindset and reducing cortisol, I no longer need those injections.
Professional: I met countless patients who spent a lot of money on premium skincare products and facial treatments. Many of them struggled with lack of sleep, high stress, anxiety, and nervous system imbalance. I realized that inner wellness can enhance outer beauty.
In what ways does BONJIL approach beauty differently from traditional luxury skincare brands?
While traditional luxury skincare focuses primarily on skincare benefits and performance, BONJIL addresses one of the underlying factors that can affect the skin: cortisol. By combining clinically backed skincare with a neurosensory ritual that engages all five senses, BONJIL transforms a daily skincare routine into a restorative experience.
Stress and overall well-being play a central role in the BONJIL philosophy. Why was it important for the brand to explore the connection between emotional wellness and skin health?
We believe in a holistic approach. A happy mindset, nutrient-rich nutrition, and high-quality sleep all contribute to healthier, more radiant-looking skin while helping maintain a youthful appearance. They are all connected.
How do you balance scientific innovation with the sensory and emotional aspects of the customer experience?
At BONJIL, science and emotion go hand in hand. We combine clinically driven skincare with a multisensory ritual that engages all five senses. Our goal is not only to improve skin health but also to help reduce stress and transform daily skincare into a meaningful moment of well-being.
What factors do you prioritize when developing new products and rituals for the brand?
We prioritize high-quality formulations, personalized rituals, and creating beautiful moments that people can experience every day in their own homes. I always say, “Love yourself deeply. Your value is inherent, your presence is precious, and you deserve to be cared for beautifully.”
BONJIL’s flagship boutique offers a unique luxury experience. What role does the physical space play in bringing the brand’s vision to life?
Rather than focusing on luxury alone, BONJIL focuses on the connection between cortisol and skin health. We worked closely with Dr. Walter Joseph, a board-certified plastic surgeon and behavioral scientist based in Beverly Hills. That scientific foundation shapes every BONJIL ritual.
What has been one of the most rewarding moments since launching BONJIL?
The most rewarding moment has been seeing guests truly connect with the BONJIL Ritual. When they tell us they feel calmer, more present, and that they’ve never experienced skincare this way before, it reminds us we’re creating something meaningful beyond skincare.
How do you define luxury in today’s beauty landscape?
Today, people live in a very prosperous and highly digital world, but many feel they are missing genuine human connection. I really agree with Pauline Brown and her book Aesthetic Intelligence. It has been very inspiring to me.
What do you hope clients feel after experiencing BONJIL products or treatments?
I want people to feel as though they have experienced skin meditation. Some people even fall asleep during the ritual. The carefully designed sound frequencies in our Music Box are intended to promote relaxation, helping people fall asleep faster, sleep more deeply, and feel calmer by supporting nervous system relaxation. We were inspired by research into how sound may support children’s well-being and cognitive development, which led us to create our children’s line and the Magic Melody Music Box. Our vision is to help people of all ages build healthier daily rituals through the power of sound.
As a founder, what lessons have you learned while building a brand in the competitive luxury beauty market?
BONJIL is creating a new category by highlighting one of the true underlying causes of healthy, glowing skin. We have stayed committed to our vision and continue to educate people about the connection between stress and skin health.
What advice would you offer aspiring entrepreneurs looking to create a purpose-driven beauty brand?
Lead with purpose, not trends. When you solve a real problem and stay authentic to your mission, people naturally connect with your brand.
Looking ahead, what is your vision for the future of BONJIL?
Our mission is to deliver happiness. Thank you so much for your interest in BONJIL and for sharing your experience with our brand. I hope we can sit down together and talk more soon. Learn more about BONJIL by clicking HERE.
