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  "path": "/beauty-industry-news/beauty-features/k-beauty-founder-alicia-yoon-brand-building-lessons-1238975563/",
  "publishedAt": "2026-05-22T04:01:00.000Z",
  "site": "https://wwd.com",
  "tags": [
    "Beauty Features",
    "beauty industry",
    "executive leadership",
    "retail",
    "skincare",
    "Social Media"
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  "textContent": "For Alicia Yoon, founder of Peach & Lily and Peach Slices, the path to double-digit growth has been the one less traveled.",
  "title": "How to Brand-build Without FOMO"
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