One of the biggest mistakes brand builders make is focusing too much on the brand itself. They know every detail, believe deeply in the product’s technology, and work hard to tell consumers all about it. But that’s where brands risk losing relevance and connection. Consumers don’t buy technology; they buy solutions to their problems.
The strongest brands don’t start with what makes them great. They start with the people they serve. They understand what consumers value, what frustrates them, and what they aspire to. A brand should fit naturally into their lives, solve real problems, and add meaningful value. The goal isn’t to spotlight ingredients or innovations, but to show how they make life better. When brands shift their focus from what they do to why it matters, they create real connection and lasting impact.
Hinok is built on this belief. More than just making functional products, the brand elevates everyday moments. They transform air fresheners, hand washes, and laundry detergents into experiences that seamlessly blend into daily life.
A Brand Built on Purpose
Hinok’s story began with its founder, Sohee Park, who brings 12 years of brand marketing experience and 8 years in product development, including time at L’Oréal’s Kiehl’s and Amorepacific’s Innisfree.
“Hinok is the result of everything I’ve learned. After years in branding, I realized that a brand with a strong purpose is more powerful than any marketing tactic. When a brand is built on a meaningful mission, consumers naturally become part of the journey,” Park shared in an interview with Long Black.
That purpose is rooted in transparency. Park believes consumers should know why it exists, and how the products are made. Every step from sourcing ingredients to selecting packaging is carefully considered and openly communicated.
Take The Spray, Hinok’s air freshener. Made from 100% cypress water extracted from trees in Aewol, Jeju, it undergoes steam distillation to capture the purest essence of nature. Finding the perfect ingredient took three years of searching. And importantly, Hinok never cuts down healthy trees for raw materials. Instead, they use branches naturally pruned during the cypress tree’s growth cycle.
Every detail is intentional, and consumers recognize that. They connect with the brand not just for the product itself, but for the purpose behind it – the commitment to sustainability, craftsmanship, and a thoughtful approach to everyday essentials.
Designing for Real Consumer Life
For Park, product development starts with people, not technology.
“I always remind myself that my focus should be on the everyday lives of the people using Hinok, not just the technology behind the products,” she says. “I think about where they’ll place the product, how they’ll use it, and what emotions they might feel. Branding is about bringing their lifestyle to life.”
Air fresheners are often tucked away in corners, hidden but regularly used. That’s why Hinok designs its packaging to blend seamlessly into any space, creating a subtle but intentional presence. The goal isn’t just to make products look good but to make them feel natural and necessary in people’s daily routines.
A product spends more time sitting unused than being used. Even in those moments of stillness, its presence should resonate with consumers and reflect their lifestyle.
Partnerships with Purpose
Hinok’s collaborations are an extension of its philosophy. The brand doesn’t aim to be flashy or take center stage—it seeks to naturally integrate into spaces and lifestyles that align with its values.
That’s why Hinok products are found in places like Talo Seoul, a Garosu-gil shop known for its Finnish-inspired interiors, Sixty Seconds, a premium bedding and mattress brand, and Laundrygo, an eco-conscious laundry service. Each partnership is carefully considered—not just for exposure, but for synergy.
“I don’t think of collaborations as just placing our products somewhere. It’s about finding friends—people and spaces that share our perspective on sustainability and thoughtful living. A brand’s values should be reflected in where and how it appears, just like the personality of a space comes from the people who create it,” says Park.
Instead of relying on traditional influencer marketing, Hinok takes a more organic approach. Rather than paying influencers for promotions, the brand focuses on working with individuals and brands who naturally align with its aesthetic and values.
Hinok’s success isn’t built on aggressive expansion or mass marketing. Instead, it has grown by staying true to its purpose, designing with real people in mind, and building meaningful collaborations. Every decision is guided by the belief that brands should add value not just to consumers, but to the world around them.
In a market saturated with options, Hinok doesn’t compete by being the loudest. It stands out by being the most intentional. And as more consumers seek brands that reflect their values, Hinok is redefining what it means to be a part of everyday life.