CEO Shin Ae Ahn: "I Don't Want to Be an Old-Fashioned CEO"

Launch of Cosmetics Brand Merbei, Transformation into Entrepreneur
Experience as an Athlete Leads to Release of Five High-Quality Skincare Products
"I Want to Succeed and Give Back to the Golf Community"

This is the remarkable transformation of "golf beauty" Shin Ae Ahn. She has reemerged not as a golfer on the field, but as the CEO of a cosmetics company. In an interview with Asia Economy on September 19, CEO Ahn shyly shared, "I've always had a deep interest in beauty and fashion," adding, "After retiring, I naturally found myself creating cosmetics." She expressed confidence, saying, "I believe cosmetics are not so different from golf. If you put in your best effort and devote yourself wholeheartedly, you can achieve great results."

CEO Ahn debuted on the Korea Ladies Professional Golf Association (KLPGA) Tour in 2009 and won the Rookie of the Year award. She continued to perform steadily, achieving three career victories, including a major win at the 2015 ISU Group KLPGA Championship, before challenging herself on the Japanese tour from 2017 to 2019. Although she secured her tour card by finishing 25th in the qualifying tournament in her final year, her plans were disrupted by the outbreak of COVID-19 in 2020. She explained, "The pandemic made me reflect on my life and consider a new path, which led me to pursue the beauty industry, where I felt confident I could excel."

An Sin-ae, CEO of Merbay, promised to create the best cosmetics using the finest ingredients. Photo by Roh Nohrae

On August 5, she launched the cosmetic brand "Merbei." "Merbei" is a French word meaning "marvelous." She took charge of everything from naming the products and planning to development, packaging design, and promotion. There were concerns from those around her, as she was entering an unfamiliar field at a not-so-young age. CEO Ahn emphasized, "I still consider myself young for this world. It's a time when you can try anything again."

Merbei was born from CEO Ahn's experience as a professional golfer, living a life where her skin was constantly exposed to UV rays. After retiring, she developed cosmetics herself to keep her skin healthy. She shared, "The cosmetics business, in the end, is also a hands-on endeavor, just like golf," and revealed, "There were days when I washed my face more than ten times a day," describing the challenges she faced.

She first released five types of skincare products: essence, serum, cream, sunscreen, and foam cleanser. The products are formulated with ingredients and textures that can genuinely help with whitening and wrinkle improvement. The focus is on skin that develops pigmentation and blemishes after childbirth, as well as skin that becomes dull and sensitive after the age of thirty. CEO Ahn said, "When your skin changes, your mood changes too. It can even lead to a more positive outlook on life."

Shin Ae Ahn is smiling brightly while holding the trophy right after winning the 2015 KLPGA Championship. Photo by KLPGA

CEO Ahn is an only child and has a special affection for her parents. Last year, her father, Ahn Hyojung, expressed his wish to see his daughter play, so she participated in two domestic tournaments. "Because my father was not well, it was difficult for him to come to Japan," CEO Ahn revealed. "To show my father myself holding a golf club, I competed in the Hanwha Classic and KG Ladies Open last August." Mr. Ahn cheered for his daughter from a camper van set up near the tournament venue. He passed away this May after battling pancreatic cancer.

CEO Ahn now manages a team of three employees, hiring staff for sales, marketing, and finance. She said, "It felt a bit strange to be called 'CEO' after always being addressed as 'pro,'" adding, "Hearing the title 'CEO' has made me feel a greater sense of responsibility." She pays close attention to communication with her staff, taking time to relieve stress by having coffee with them at cafes whenever possible. "I don't want to become an old-fashioned CEO," she said, adding, "I've told my employees not to be too impatient."

CEO Ahn is determined to build a solid and steadily growing company. "I'm taking a long-term view. People around me have advised that the first three years will be tough," she said. "Whatever the field, it takes at least ten years to become a professional. I will continue to grow step by step." Her goal is to develop the brand into one that is loved overseas as well. She is planning to expand into Southeast Asia, Japan, and other international markets.

CEO Shin Ae Ahn is explaining the advantages of the Merveille cosmetics she created. Photo by Noh Rae

CEO Ahn is also meticulous about the manufacturing process. "We need to create products that satisfy customers. Only by using good ingredients can skin improve," she said, adding, "These days, it's also important to consider eco-friendly aspects. I want to make a company where employees want to come to work." The main target demographic is people in their 30s and 40s. CEO Ahn explained, "People in their 30s and 40s care a lot about their skin. If you start taking care of your skin early, you can maintain your beauty into your 50s and 60s."

Having built her career on the golf course, CEO Ahn also expressed her affection for golf. "I truly enjoyed playing. I have experienced both victory and disappointment," she said. "While I still have the desire to play on the field, I have no intention of returning to professional golf." CEO Ahn added, "If I succeed in business, I want to give back to the golf world, especially by supporting female players."

She also offered advice to her juniors, encouraging them to explore diverse opportunities after their playing careers. She hopes they will step beyond the boundaries of golf. CEO Ahn confessed, "Leading a cosmetics company as a former golfer is certainly not easy. There are many responsibilities, and sometimes it's overwhelming to handle them alone." She promised, "I can't do it alone. By joining forces with my employees, we will bring excellent products to the cosmetics market."

An Sin-ae, CEO, stated that she wants to succeed as a cosmetics CEO and contribute to the golf industry. Photo by Roh Nae-rae

This content was produced with the assistance of AI translation services.