Inspiring Conversations with Diana Choi of Vibes of Grace

Today we’d like to introduce you to Diana Choi.

Hi Diana , can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started my career at Asia Society in New York, where I helped lead business and policy programming that brought together leaders from across Asia and the West. Life eventually took me to Hong Kong, where I made a complete career pivot into luxury fashion at a multi-brand specialty retailer called Lane Crawford. That job took me to Milan and Paris for Fashion Week. Eventually, I burned out and moved back home to Vancouver, where I found my way into brand consulting, working with businesses across beauty, wellness, hospitality, and culture, and helping them with marketing, PR, and business development.

Somewhere along the way, I realized that while I loved helping others build their dreams, I had one of my own. I’ve always loved beauty, particularly Korean skincare, but as someone with sensitive, eczema-prone skin, finding products that actually worked for me was a constant challenge. A couple of years ago, I actually experienced a particularly severe eczema flare-up. It got so bad that even water stung my skin at one point.

That experience became the inspiration for creating Vibes of Grace, a skincare brand developed in Korea for sensitive skin and sensitive moments, with a focus on supporting the skin barrier. After almost 3 years of development and testing, we launched in 2026 with our first product, Trust Your Worth Hydration Relief Essence Spray. The product also received the National Eczema Association Seal of Acceptance, which was an especially meaningful milestone for me, both personally and as a founder.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not at all! There have been so many sacrifices along the way, and I think that’s the part of entrepreneurship people don’t talk about enough.

I moved back home with my parents, partly because I wanted to give myself the financial breathing room to pursue my entrepreneurial dreams. I’ve had relationships end because my partner didn’t support what I was trying to build. I’ve worked seven days a week and am also self-funding the business, which has probably been one of the biggest challenges. Developing a skincare product, especially one that goes through extensive testing and is manufactured by a leading lab in Korea with a high minimum order quantity, requires a significant financial investment. To be honest, there were moments when I genuinely didn’t know where I was going to find the money to launch. I just knew how much I believed in what I was creating, and somehow, I kept finding a way to take the next step.

As you know, we’re big fans of Vibes of Grace. For our readers who might not be as familiar what can you tell them about the brand?
Vibes of Grace is a skincare brand I founded for sensitive skin and sensitive moments. Our philosophy is simple: skincare should feel good, work well, and be something you actually look forward to using, even if you have sensitive skin.

As someone who has struggled with eczema for years, I know firsthand how frustrating it can be to find products that don’t irritate your skin. I also love Korean beauty and its philosophy of prevention and consistency, rather than waiting for problems to surface before addressing them. As someone who is half Korean, building Vibes of Grace has also been a way for me to connect with my heritage while bringing together two things I’m deeply passionate about: creating beautiful, thoughtfully designed products and making a meaningful difference in people’s lives. I want to create things that not only look and feel beautiful but also help people feel more confident.

What sets us apart is our barrier-first approach. While many skincare brands for sensitive skin focus primarily on avoiding potential irritants, we take it a step further by focusing on strengthening and supporting the skin barrier, helping skin become more resilient to everyday stressors and sensitivities over time. We work with one of Korea’s leading skincare manufacturers to create formulas that combine effective ingredients with lightweight, beautiful textures that make skincare enjoyable to use.

Our first product, the Trust Your Worth Hydration Relief Essence Spray, is a fine-mist essence formulated with 5% Centella Asiatica, 1% Panthenol, and our Barrier Complex to help hydrate, soothe, and support the skin barrier. It’s fragrance-free, alcohol-free, silicone-free, and oil-free.

One of the things I’m most proud of is that we received the National Eczema Association Seal of Acceptance shortly after our launch. Our formula also underwent dermatologist-supervised testing involving 105 participants (with 50% of the participants having sensitive skin), with no irritation or sensitization observed.

But beyond the products, I want Vibes of Grace to stand for something more. I think we’re all navigating our own versions of sensitivity, whether that’s physical, emotional, or simply the pressures of everyday life. The name Vibes of Grace is a reminder to extend a little more grace to ourselves, especially during moments when life feels overwhelming.

I’m building this brand with the hope that it becomes a trusted companion for women who are constantly in motion, juggling careers, relationships, ambitions, and everything in between. I want our products to serve as small reminders to trust yourself and the path you’re on, even when the way forward isn’t entirely clear. That’s why our products are named after affirmations, starting with our first, Trust Your Worth.

Do you have any memories from childhood that you can share with us?
One of my favorite childhood memories was participating in fashion shows at Lane Crawford, a department store in Hong Kong. I did them for about five years, and I absolutely loved every minute of it! I got to pick out the outfits I wanted to wear, go to rehearsals after school, and then walk the runway, despite being a pretty introverted kid. The best part was somehow convincing my dad to get me all the clothes I’d worn in the show afterward.

Looking back, I think those experiences shaped my personality and even my approach to entrepreneurship. I’ve never really understood the concept of something being impossible or why I couldn’t at least try to get something I really wanted. I think I’ve always had that determination, even as a little girl.

And the funny thing is, life came full circle. Years later, I ended up working at Lane Crawford in the merchandising department, and now, as a founder, I’m constantly creating content and being in the spotlight, even though I’m still an introvert at heart.

Pricing:

• Trust Your Worth Hydration Relief Essence Spray (50 mL): $28 USD

Contact Info:

• Website: https://vibesofgrace.com/
• Instagram: https://instagram.com/vibesofgrace

Image Credits
Photographer: Jenn Xu