Loreen Hwang

Loreen Hwang transitioned into her career as a lifestyle influencer after working in biotech with her father. Following her father’s sudden passing, she took a year-long break and, upon a friend’s suggestion, started a beauty blog. This initial venture, named ‘Tried and Tested Beauty,’ focused exclusively on skincare. This period allowed her to develop her voice and led to her first professional engagement with RoC Skincare, marking the beginning of her career in content creation. This foundational experience in beauty blogging provided the basis for her later expansion into a broader lifestyle focus.

Approximately seven years after starting her first blog, Hwang rebranded to ‘Coucou Jolie,’ French for ‘Hey Pretty,’ to encompass a wider range of topics including luxury lifestyle, travel, food, fashion, and wellness. This rebrand allowed her to share diverse experiences with her audience while maintaining a focus on luxury items and honest reviews, particularly for high-value treatments like laser procedures. She distinguishes herself by sharing the entire process, including recovery, rather than just before-and-after results, emphasizing authenticity with her audience. Her work has been recognized in various publications including Forbes, Refinery29, Parade Magazine, Yahoo! Life, Flaunt, Yahoo! Finance, Sweety High, and Adage.

Beyond lifestyle content, Hwang uses her platform to advocate for sustainability and social causes. She initiated campaigns such as #oneloveoneplanet, challenging her audience to reduce single-use plastic, and #riseaboveracism during the pandemic to combat racial prejudice. For participants in her initiatives, she has planted hundreds of trees. Her approach to content creation emphasizes genuine self-expression and building a community through sharing personal experiences, including discussing grief and offering support to her followers during difficult times, fostering meaningful connections online.