365 SUN CEO Lance Thompson on why the next big beauty brand won’t look like the last one, and how K-beauty thinking is coming to American hair care.
For years, K-beauty changed how Americans care for their skin. Layered routines, gentle formulas and ingredients like rice water, centella and fermented extracts became normal for American skincare. Hair care has been much slower to follow. Jumy Bee wants to change that.
365 SUN LLC launched Jumy Bee in 2025. The company previously built and marketed the Nutree Professional hair care line, and Jumy Bee is its answer to a simple question: what would a hair care brand look like if it were built from the ground up for Gen Z?
“Young customers already trust Korean beauty. They grew up on it through skincare,” says CEO Lance Thompson. “But when they go to the hair aisle, they find the same brands their parents used. We saw a gap: K-beauty philosophy, applied to hair, at a price a 20-year-old can afford.”
Innovation that starts with the routine
Jumy Bee borrows the core idea of K-beauty, that care is a ritual, not a fix. Instead of heavy formulas that promise miracles, the brand focuses on gentle, ingredient-led products that fit into a daily routine. They are designed to keep hair healthy over time, not to mask damage for one day.
“Korean beauty taught a whole generation that prevention beats repair,” Thompson says. “That works for hair too. Our customer is 19 or 24. She isn’t trying to save damaged hair. She wants to keep it shiny, soft and healthy, and to enjoy the process.”
Scents that stand out in the hair aisle
Jumy Bee also stands out in a way customers notice the moment they open the jar, through its fragrances. Much American hair care leans on the same familiar notes, like coconut, vanilla or generic “fresh” scents. Jumy Bee uses scents that are less common on the US market. One example is its hair mask with yuzu extract. Yuzu is a fragrant Asian citrus that is popular in Korea and Japan but less common in American hair care.
“Scent is the first thing you experience and the last thing you remember,” Thompson says. “Gen Z is curious. They want something new, not another coconut shampoo. Yuzu smells bright and fresh, and it makes using the mask feel like a small treat. People talk about it in their videos, so the scent itself becomes part of the marketing.”
Built for TikTok, not the shelf
Jumy Bee’s second innovation is how it reaches customers. Traditional brands design packaging for a store shelf. Jumy Bee was designed for a phone screen. Bright yellow and pink colors, bee doodles and meme-style content come from the way Gen Z talks online.
“Gen Z doesn’t search, it discovers,” Thompson explains. “They see a product in a 15-second video, and if it feels real and fun, they buy it. So every part of Jumy Bee, from the name to the packaging to the tone of voice, was made to be shared.”
The brand works with micro-creators and real customers instead of celebrity endorsements. “Gen Z can smell a paid ad instantly,” Thompson says. “They trust someone like them showing a real result in their bathroom mirror.”
The marketing mind behind the brand
Behind Jumy Bee’s voice is Natalia Likhacheva, who leads marketing and product positioning at 365 SUN. She shaped how the brand looks, sounds and shows up online, from the playful packaging and bee illustrations to the creator partnerships and social-first content strategy.
Her approach is simple: start with the customer and build the brand around how she actually lives. Every product is positioned around a clear benefit and a moment in the routine, then brought to life through real people and short-form video rather than traditional advertising.
“Natalia understands this customer better than anyone,” Thompson says. “She makes sure every touchpoint, from the label to a TikTok video, feels like Jumy Bee.”
Affordable by design
Jumy Bee products sell on Amazon and on the brand’s own website at price points aimed at younger shoppers, and the brand positions itself as a lower-cost alternative to premium K-beauty hair products. “Innovation shouldn’t be a luxury,” Thompson says. “We use our experience scaling Nutree to keep quality high and prices fair. That’s our advantage as an operator.”
From the feed to the runway
Since launching, Jumy Bee has joined a busy lineup at 365 SUN. The company also launched the tanning brand Miami Sun, and Jumy Bee served as official beauty sponsor of the FDLA runway show during New York Fashion Week in September 2026. That put its products in front of models, professional stylists and fashion industry insiders.
What’s next for Jumy Bee
The brand plans to expand its product line and grow its creator community. Thompson says the goal is bigger than sales: “We want Jumy Bee to be the first hair care brand Gen Z actually feels is theirs. Not adapted for them, but made by people who listen to them.”
His advice to other founders building for young customers: “Don’t market to Gen Z. Build with them. Read the comments, watch what they make, and let them shape the brand.”
Disclaimer: This article is provided for general informational and educational purposes only and does not constitute medical, cosmetic, financial, business, or other professional advice. Information regarding hair care products, ingredients, formulations, beauty trends, consumer preferences, marketing strategies, pricing, and brand performance is provided for general informational purposes and may vary depending on individual circumstances. Product features, ingredients, prices, availability, claims, and other information about Jumy Bee, 365 SUN LLC, and related brands are based on information provided for this article and may change over time. Individual results from hair care products may vary, and no particular cosmetic or business outcome is guaranteed. Readers should review product information and directions carefully and consult an appropriately qualified professional regarding specific health, hair, or cosmetic concerns.
