Aug 12, 2026 · 56 min · 13 segments
In this episode of From Vision to Creation, Alexander sits down with Julia Kang-Reeves, Chief Marketing Officer of Earth Therapeutics, for a fascinating conversation about wellness, mental health…
Julia Kang-ReevesGuest
Alexander SchmiedingHostAnd Joya, how did you modernize a 30-year-old brand without diluting the values that made it successful in the first place? 'Cause you're right, I mean, technology's changing all the time.

[laughs] Um, [clears throat] because Earth Therapeutics, um, which my brother came up with, um, it's not purely a beauty brand, you know?

Um, that is actually, you know, sort of the iconic aspect of our identity.

It's a sort of a wellness line, and we ended up, um, um, through happy accident being one of the, the first people to bring in K-beauty to Ulta, um, um, with the sheet masks.


Not, uh, my, our current PR team, which is great, but our previous PR team, um, [clears throat] just wanted to, you know, market us as, as a beauty company, you know? And like, no, but this, this is so much more than that.

But they were like, "No, this is, this is what's working, and this is what you're gonna do." You know? Like, I felt very cookie-cutter-ed, you know? I felt like, you know, the, the company was cookie-cutter-ed, my thoughts were cookie-cutter-ed, you know, my vision was cookie-cutter-ed, and it was very frustrating.

Um, and I really had to fight for, like, um, um, a statement of asserting, you know, a statement of who we were through the marketing-

You know, we, we want to cater to, um, athletes, you know, to college students, to our diehard fans who are-

... you know, late millennials, you know? Um, to men, to women, you know? And, um, so I guess ultimately what I had to do was decide very specifically to serve the identity that my brother had come up with when he per- conceived of the brand and admit that, you know, fine, now there are all these trends, and that's great, but if we're not aligned with who we are com- you know, confidently, um, we're just going to be a copycat.

Uh, and, and just serving, you know, my brother's, um, uh, vision of, that we serve, like that, that we're affordable and, um, we're accessible, you know? We're not a luxury brand.
And Joya, how did you modernize a 30-year-old brand without diluting the values that made it successful in the first place? 'Cause you're right, I mean, technology's changing all the time.

[laughs] Um, [clears throat] because Earth Therapeutics, um, which my brother came up with, um, it's not purely a beauty brand, you know?

Um, that is actually, you know, sort of the iconic aspect of our identity.

It's a sort of a wellness line, and we ended up, um, um, through happy accident being one of the, the first people to bring in K-beauty to Ulta, um, um, with the sheet masks.


Not, uh, my, our current PR team, which is great, but our previous PR team, um, [clears throat] just wanted to, you know, market us as, as a beauty company, you know? And like, no, but this, this is so much more than that.

But they were like, "No, this is, this is what's working, and this is what you're gonna do." You know? Like, I felt very cookie-cutter-ed, you know? I felt like, you know, the, the company was cookie-cutter-ed, my thoughts were cookie-cutter-ed, you know, my vision was cookie-cutter-ed, and it was very frustrating.

Um, and I really had to fight for, like, um, um, a statement of asserting, you know, a statement of who we were through the marketing-

You know, we, we want to cater to, um, athletes, you know, to college students, to our diehard fans who are-

... you know, late millennials, you know? Um, to men, to women, you know? And, um, so I guess ultimately what I had to do was decide very specifically to serve the identity that my brother had come up with when he per- conceived of the brand and admit that, you know, fine, now there are all these trends, and that's great, but if we're not aligned with who we are com- you know, confidently, um, we're just going to be a copycat.

Uh, and, and just serving, you know, my brother's, um, uh, vision of, that we serve, like that, that we're affordable and, um, we're accessible, you know? We're not a luxury brand.
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