The Interview: Thank You Farmer's Co-founder Hyejin Nam on blending traditional farming wisdom with cutting-edge science

Thank You Farmer is a Korean skincare brand known for blending traditional farming wisdom with cutting-edge science. Their philosophy is all about patience, balance, and honesty, mirroring the way a farmer nurtures crops over time.

The brand is best known for their Sun Project sunscreens and True Water line, they’ve gained global love for products that deliver results while respecting your skin’s natural rhythm.

We speak to Co-founder and Head of Global Brand Marketing, Hyejin Nam about what makes the brand unique and its views on sustainability.

The name 'Thank You Farmer' stands out in an industry dominated by science-forward and trend-led branding. What’s the story behind it, and how does it reflect your overall approach to skincare?

The name “Thank You Farmer” is a tribute to the quiet strength and patience of farmers. Just as they care for the land with consistency and dedication, we believe healthy skin must be cultivated with time, balance, and daily care.

While much of the beauty industry chases instant results or trend-driven solutions, our philosophy is rooted in a long-term, respectful relationship with the skin. “Thank You Farmer” is our way of honoring that gentle, intentional process — one that values authenticity over quick fixes.

This mindset comes from a deeply personal place. Our founder, the son of a farmer, grew up in a small village in Korea, inspired by the integrity and steadiness of his parents’ way of life. With over 30 years of experience in the cosmetics industry, he created Thank You Farmer to reflect a slower, more sincere approach to beauty — one that works with the skin’s natural rhythm, not against it.

“Thank You Farmer” is more than a name. It’s a philosophy — and a promise to treat your skin with the same care and respect that farmers show the earth.

Your philosophy centres around “skin farming”  treating skin with patience and care rather than promising instant fixes. In a fast-paced beauty world, how do you get that message across?

Our skin, like nature, thrives when treated with patience and balance. That belief lies at the heart of Thank You Farmer’s philosophy — what we call “skin farming.” Rather than chasing quick fixes, we cultivate skin slowly and gently, just as farmers tend to their crops.

We follow the skin’s natural rhythm and provide what it truly needs: hydration, nourishment, protection, and rest. These four elements — like water, soil, sunlight, and recovery in farming — form the foundation of our skincare approach.
(Here, “rest” refers to daily cleansing — giving skin a chance to reset and breathe.)
In today’s fast-paced beauty world, we intentionally choose to slow down. Instead of promising instant results, we create formulas that are low-irritation, non-burdening, and suitable for sensitive skin. We continuously research plant-based ingredients that help maintain balance without overwhelming the skin.

Our products evolve with your skin over time. Many customers return not because of marketing hype — but because their skin says “thank you.”
By staying honest, gentle, and consistent, we believe our slow beauty message resonates even more deeply in a world that’s always rushing.

The sunscreen range has earned a cult following and is continuing to grow, especially in the UK. What’s your approach to formulating sun care that feels luxurious but still protective and clean?

When we launched our Sun Project line back in 2015, sunscreen wasn’t widely viewed as a daily skincare essential. Many people avoided it because it felt greasy, heavy, or irritating to the skin. That’s exactly why we created Sun Project — to reimagine sun care as a natural extension of skincare.

From day one, we focused on creating elegant, breathable textures that feel luxurious yet gentle. Just as people choose moisturisers or serums based on their skin type and concerns, each Sun Project formula was carefully designed with the optimal texture, finish, and ingredients to address different skin needs — whether that means soothing sensitivity, controlling oil, or enhancing hydration.

Our goal has always been to create sunscreens that people genuinely want to wear — not out of obligation, but because it feels good, looks good, and supports their skin every day.

As Korean skincare continues to influence global beauty, how do you balance heritage with innovation in a way that keeps Thank You Farmer distinct in a crowded space? 

At Thank You Farmer, we honour the traditions of Korean skincare — but we are not defined by the past. We continuously evolve by combining time-tested natural wisdom with science-backed innovation to meet the real needs of modern skin.

While we incorporate familiar ingredients like rice extract and centella asiatica, we go far beyond the surface. For example, we’ve partnered with a local rice farm on Ganghwa Island, Korea, to develop our own exclusive rice extract — one that is unique to our brand. Beyond that, we’re committed to researching more potent, naturally derived actives. We invest in new ingredient combinations, conduct in-house studies, publish findings, and have even secured patents.

This process is not easy — it requires time, resources, and long-term dedication. That’s why many brands choose to take a different path. But for us, the challenge reinforces its value. We believe that what takes time to build is what lasts.

Our philosophy remains clear:
Natural yet Verified. Safe yet Innovative. Gentle yet Effective.

Rather than chasing fleeting trends or hype-driven bestsellers, we focus on developing trusted, steady formulas that stand the test of time.

This balance — honouring our roots while embracing innovation — is what makes Thank You Farmer more than a Korean beauty brand. It’s what allows us to serve as a global skincare partner with purpose and integrity.

What concrete steps is Thank You Farmer taking whether in ingredients, packaging, or production to ensure those the brands 'sustainability values' show up in the final product?

Thank You Farmer was founded on a sense of gratitude for nature, and that spirit continues to guide how we approach sustainability today.

We believe in sharing the love we’ve received from our customers with the communities around us.

In 2019, we partnered with an NGO to build clean water facilities in Zambia, Africa. In Korea, we continue to support communities of young women and mothers facing economic challenges through regular product donations.

We also collaborate with local rice farms in Korea to develop our own exclusive rice extract — a small but meaningful way to support sustainable sourcing and regional agriculture.

These may be small acts, but we carry them out with sincerity and consistency.
We know we’re not perfect — but we believe sustainability begins with care, and grows with steady effort, one step at a time.