Chrisneeds was a two-person startup entering Korea’s men’s wellness space in 2019—tackling issues that were both deeply personal and heavily stigmatized: erectile dysfunction, hair loss, and skin concerns.

Our focus was a unique demographic: men in their 20s and 30s already buying illicit ED medication online and self-treating appearance-related issues. In Korea, personal appearance is a powerful driver—shaped by a booming beauty industry and strong male skincare culture—yet conversations about ED were nearly nonexistent. That silence was the opportunity. Chrisneeds aimed to become Korea’s first men’s wellness brand that wasn’t just selling products, but creating a trusted, stigma-free space for men to openly share health experiences.

With no audience, no reviews, and no infrastructure, I led the design of a platform built like an engine, not a storefront: stigma-free purchase paths, an ultra-fast review loop to build trust, and retention triggers woven in from launch. Every detail—layout, copy, and interactions—was crafted to lower barriers, encourage participation, and transform a taboo into an active community.