Very Good Light – the Gen Z men’s beauty publication, CFDA Incubator accessories brand, Haerfest and beauty consultancy agency, Talk to Her, are pleased to announce a collaborative, first of its kind beauty travel bag called SOON. Spearheaded by Very Good Light, known for its mission of spreading inclusivity within the beauty industry and redefining masculinity, the SOON beauty bag is an all-in-one dopp kit and crossbody hybrid that is as wearable as it is timeless. Produced in wholly vegan materials by Haerfest and in limited edition of 250 pieces, SOON is a perfect unisex item for the on-the-go beauty enthusiasts; compartments are designed to completely organize travel-sized beauty products and other necessities.

As for those necessities, each SOON bag comes with a complementary array of travel beauty essentials from the some of the most well-loved cruelty-free brands of the moment, curated by Very Good Light’s David Yi and beauty consultancy Talk To Her’s Joyce Lee. Products include Herbivore’s Rose Hibiscus Coconut Water Hydrating Face Mist; Farmacy’s Coconut Gel Sheet Mask and Honey Butter Beeswax; Ouai’s Texturizing Hairspray; Youth To the People’s Superfood Cleanser and Moisturizer.

“I’ve always wondered why dopp kits could never be more than cube storage stuck in luggage or bathroom,” says Yi. “Couldn’t it be the centerpiece of an outfit? Shouldn’t it make an appearance beyond the suitcase?”

The bag’s name, SOON, is a play on words. In English, “soon” means “almost” – perhaps awaiting to arrive at a certain destination point. In Korean, it means “pure.” “SOON applies to our lives as young entrepreneurs,” says David. “We know that work hard and step by step forward motion will deliver us to our aspirational destinations.”

“We packed SOON with amazing brands who fit our vision of purity and experimentation,” says Joyce Lee, “This means some of our favorite top-quality, vegan-friendly and cruelty-free beauty brands in perfect travel sizes that make for the best way to sample new things.”

“Among our community of modern professionals, mobility is a key component to creating seamless work/life integration,” says Dan Joo, co-founder of Haerfest with Tim Joo, “We’re equipped with a phone, laptop, and bag – the essentials we need to explore and discover new opportunities. Beauty-enthusiasts are no exception to this tribe and for those on the go, SOON allows them to travel with their products, literally, at their sides.”

Shop Opening Ceremony to cop.

ABOUT VERY GOOD LIGHT (@verygoodlight)

Very Good Light is the leading men’s beauty and grooming destination for Generation Z and young Millennials. Born from the idea that confidence comes from the inside out, Very Good Light aims to redefine masculinity and men’s beauty standards. This is accomplished through personal essays, impactful longform stories, compelling photography and videos, along with personable how-tos and product reviews. We believe that confidence starts from the inside out. The site has since been featured in the NY Times, LA Times, CNN, Forbes, Teen Vogue, among others.

ABOUT TALK TO HER (@talk_to_her)

Talk to Her is a NY-based branding consultancy that offers creative direction and innovative strategy for a range of cultural projects and multidisciplinary creative network from concept to execution. We are industry insiders that serve as a global market liaison, connecting primarily the US and Korea, brands and community, while acting as a launchpad from New York to the rest of the world. Talk to Her works have since been featured in the i-D, Opening Ceremony, Vogue, WWD, Glossy, Sports Chosun, Very Good Light among others.

ABOUT HAERFEST (@haerfest)

At Haerfest, our mission is to equip our community of innovators, creators and founders with bags that are designed to inspire. It’s how we keep visionaries in motion. We’re based in New York City, where we’re actively gathering the tools to bring together our community of thinkers and doers. Derived from an Old English variant, Haerfest (pronounced “harvest”) was started in 2011 by our chief motivation harvesters (and brothers) Tim and Dan Joo.


Shop UNDO Magazine


You May Also Like

Ace Hotel’s Artists In Residence (AIR) Launches SENSExUNDO Experience

Small New York City secret:  Sunday nights at Ace Hotel is a haven for the ...

Natural Deodorant that Actually Works

Natural deodorant either works or doesn't work. There is no in between. With so ...

A Foodie In Fitness: Bouldering

In a town where wellness is the word, new Angelino and chef Lynnette Astaire ...

Sign up to our newsletter for weekly updates on events, stories and action that happens in our community. 
Email address