Dae Kuen Choi

Daekuen CHOI (DK Tché) is a beauty industry executive and product innovation specialist with extensive experience across Korea, France, China, and other global beauty markets. A former Art Director at COSMAX, one of the world’s leading cosmetics ODM companies, he has worked at the intersection of cosmetic product development, formulation concepts, packaging, consumer insights, and brand strategy. Throughout his career, he has collaborated with global beauty groups and brands, including projects related to L’Oréal and LVMH brands, and has advised beauty companies on product and market development across Asia and Europe. He is currently Founder & CEO of ClayCO Inc. and founder of the Korean hair-care brand NEJOO, where he leads product innovation, brand strategy, and international expansion.