Hayoung introduces South Korean beauty routines to Dominican Republic

Marcela Mesa has launched Hayoung, a new business venture aimed at introducing South Korean beauty products and K-beauty routines to the Dominican Republic market. Inspired by her travels to South Korea, Mesa seeks to adapt Korean skincare philosophies—which emphasize prevention and consistency—to the specific needs of consumers in tropical climates characterized by heat and humidity.

The initiative focuses on providing authentic Korean brands and educating consumers on how to integrate them into daily routines without unnecessary complexity. Hayoung’s first physical location is situated in Downtown Center, where the company utilizes artificial intelligence technology to analyze skin conditions and provide personalized guidance to customers.