It was the Summer of 2016, our founder Daniel Shin attended one of the most critically acclaimed Las Vegas shows, The Phantom of Opera. Daniel Shin was very impressed by how many spectators were touched by this musical and quickly realized the power of love that was born through a mask. Upon returning to South Korea he wanted to start a new business and oddly enough, came across a key chain mask. That was the moment when IYOU was conceptualized and soon after IYOU launched a mask pack that not only reflected self-care but most importantly self-love.