From Shark Tank Rejection To 2,500+ Customers: How Jenovia Daun Jung And Reshbha Munjal's KorinMi Enjoys 50% Repeat Customers With Their Science Backed Skincare

K-beauty may have flooded Indian skincare routines with serums and sheet masks, but the real Korean skincare experience rooted in science, diagnosis, and discipline, was largely missing. That’s the gap KorinMi set out to fill. Founded by Reshbha Munjal and Korean cosmetologist Jenovia Daun Jung, KorinMi brings a clinic-first approach to skincare, combining Korean dermatological expertise with solutions tailored for Indian skin and climate. Their recent appearance on 'Shark Tank India Season 5' marked a significant moment, not just for the brand, but for how skincare is understood in India.

In an exclusive conversation with HerZindagi, the founders of KorinMi - Reshbha Munjal and Jenovia Daun Jung, spoke about building KorinMi, bridging cultures, and why understanding your skin matters more than chasing trends.

Leaving Corporate To Build Something That Didn’t Exist

For Reshbha Munjal, the decision to leave a stable corporate career wasn’t sudden; it built over time. She noticed that Indian consumers were embracing K-beauty products, but they don’t have access to the professional expertise behind them. 

“It wasn’t one dramatic moment. It was a slow accumulation of frustration. Indian women were deeply interested, but the actual professional Korean skincare experience, the clinic, the science, the trained expertise simply didn’t exist here,” she says. Meeting Jenovia became the turning point. She revealed, “The real moment of clarity came when I met Jenovia. She has over 15 years of experience working inside Korea's skincare industry. When we started talking about what she knew and what I was seeing in the Indian market, something clicked. This wasn't just a business gap, it was a genuine opportunity to bring something that Indian women deserved but didn't yet have access to.”

Bridging Cultur Differences In Business Philosophy

KorinMi is built on a unique partnership, one rooted in two very different ways of thinking. Korean skincare focuses on patience and long-term care, while Indian consumers often look for quick results. Instead of clashing, the founders turned this into their strength. “We have very different answers to the same question, and somehow we land on the right one. Korean skincare philosophy is deeply rooted in patience, ritual, and long-term thinking. You understand the skin first. That's very different from the Indian consumer mindset, where we often want visible results quickly,” Reshbha Munjal says. One lesson from Jenovia Daun Jung changed everything. “Skin doesn’t lie, but most people haven’t been taught how to listen to it.” That idea became the foundation of KorinMi - starting with understanding, not treatment.

Changing The ‘Quick Fix’ Mindset In Skincare

One of the hardest conversations at the clinic is also the most important - letting go of the idea of instant results. KorinMi begins every consultation with a ‘3D Skin Analysis’, helping clients actually see what’s happening beneath the surface. “When she sees her own data, something changes. She stops asking ‘what will fix me’ and starts asking ‘what does my skin actually need’. Your skin didn’t get here overnight, and it won’t transform overnight either. But if you treat it with the right science, the results will last,” Reshbha Munjal explains.

Building Trust Through Experience, Not Marketing

KorinMi’s early success didn’t come from aggressive marketing, it came from focusing deeply on the customer experience. From the first consultation to post-treatment follow-ups, every detail was designed to make clients feel understood. KorinMi achieved operational break-even within just six months of opening, 2,500+ customers, 50% repeat rate, and 4.9 stars on Google.

She explained, “We obsessed over the experience inside the door. Women left feeling genuinely seen and served and then they told their friends.” Equally important was staying committed to science. “We obsessed over the experience inside the door. The 50% repeat rate didn't happen because of our marketing. The other decision that mattered enormously was not cutting corners on science. We didn't water down the treatments to make them faster or more affordable. In skincare, trust is built one result at a time and it’s destroyed even faster.”

The Shark Tank ‘No’ That Changed The Story

Coming into ‘Shark Tank India Season 5’ with strong numbers but walking out without a deal wasn’t easy. But it forced a shift in perspective. “The business was solid, but I hadn’t communicated the vision clearly enough,” Reshbha Munjal admits. What changed wasn’t the model, it was the storytelling. “I realised I was leading too much with metrics and not enough with the mission. Investors don’t just back numbers up, they back conviction. That ‘no’ didn’t feel like a rejection. It felt like a turning point.”

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3D Skin Analysis: When Women See Their Skin For The First Time

One of the most powerful moments at KorinMi happens during the 3D Skin Analysis. For many women, it’s the first time they truly understand their skin beyond guesswork. “Some women look at their skin age data and feel genuinely relieved that their skin is younger than their actual age, and nobody had ever told them that. Others feel a kind of quiet shock. They've been going through life not really understanding what's happening with their skin,” she says. “But almost everyone feels one thing is relief.” Relief of being understood, not sold to. That moment when you see your own skin mapped out on the screen is when the relationship with KorinMi really begins.

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The Biggest Skincare Myth: ‘More Is Better’

In a world of complicated routines and viral trends, KorinMi takes a simpler stance. “The biggest myth is that more is better and the other myth I want to address is that Korean skincare is only for a certain skin type or concern. Indian skin is diverse in tone, texture, climate response, sensitivity levels” she says. Layering products and chasing trends often does more harm than good. The focus, she emphasises, should shift from appearance to health. She says, “The best skin we see belongs to women who do less, but do it consistently and correctly. Stop chasing what your skin looks like. Start listening to what it needs.”

KorinMi isn’t just changing how skincare is done, it’s changing how women understand their own skin. By putting science before trends, it’s building trust, one honest conversation at a time.

For more such stories, stay tuned to HerZindagi.