MIRTH Moment with Erica Choi

Career

MIRTH: Some people might just know you as a leading lifestyle influencer or as the founder of Superegg, an award-winning vegan skincare brand, but we love that you have a varied background and career. You studied design at Rhode Island School of Design and held a range of corporate positions everywhere from Teen Vogue to Barneys. Can you tell us more about what led you to switch gears, become an entrepreneur and start a skincare brand? Do you still do some digital design work today?

EC: My journey into skincare started long before Superegg. While I studied design at the Rhode Island School of Design and later held roles at Teen Vogue and Barneys New York, where I was Vice President of Digital Design, my passion for skincare was always a personal one. After becoming a licensed esthetician and running Egg Canvas, I realized how much skincare was an integral part of my everyday well-being routine. Superegg was born from this intersection of creativity, self-care, and intention. It felt natural to create something that could both express my design background and help others care for their skin in a meaningful way. I still work creatively every day, whether it’s formulating, designing packaging, or visually storytelling through @eggcanvas. Design remains a core part of how I connect with people.

MIRTH: You were born in South Korea and moved to the East Coast when you were two. How has your Korean background influenced what you have created with Superegg?

EC: Growing up between cultures gave me a deep appreciation for the beauty traditions of Korea and the rituals that center around harmony and balance. Superegg is inspired by the holistic philosophy of Korean skincare—where beauty is never rushed and wellness is integrated into everyday life. We’ve reimagined the traditional use of eggs in Asian beauty by recreating their benefits through vegan, plant-based science. This cultural foundation influences everything we create—from our proprietary Duplex® formulas to how we consider the skin’s relationship with nature and time.

 

MIRTH: Circling back to your personal instagram account @eggcanvas - we are continually inspired by your visual journal that you share with us from your travels to fashion favorites and more. When did you start to share your life online? Were there/are there challenges in doing so?

EC: I’ve been sharing on Instagram since the platform launched in 2010. In 2014, I started my blog, Egg Canvas, as a way to give myself a more intentional space to collaborate with brands and to dive deeper into the visual stories I wanted to tell. What began as a creative outlet evolved into a community—rooted in design, beauty, and everyday inspiration. Of course, being visible online comes with challenges, especially in setting boundaries and protecting your peace. But the incredible community that has formed around Egg Canvas makes it worthwhile. I’m grateful that it has led to opportunities like building Superegg with intention and resonance.

MIRTH: What is something you are most proud of in terms of your career? 

EC: Superegg is truly the culmination of everything I’ve learned so far—design, skincare, storytelling, and business. I’m proud of how we’ve built a brand that’s not only effective and beautiful but also deeply values-driven. We are rooted in sustainability, vegan innovation, and holistic care. What makes me most proud is hearing from people who say our products have helped them feel more balanced or seen. Creating something that genuinely supports someone’s daily ritual—that’s what it’s all about for me.

 

Sustainability

MIRTH: Superegg’s products are 100% vegan and aim to help the consumer be more mindful with their consumption and impact on the environment. Similarly at MIRTH we aim to be sustainable in our fashion production. Why is sustainability important to you? 

EC: Sustainability isn’t a trend—it’s a responsibility. With Superegg, we’ve been intentional about every choice, from formulation to packaging. For me, it’s about creating without excess, and considering how each decision we make—personally or as a brand—affects the larger ecosystem. I admire MIRTH’s commitment to thoughtful production, and I think we’re both working toward the same thing: encouraging people to care deeply about what they consume and why.

 

Style

MIRTH: It is always such a joy to see you in MIRTH. You tend to style in unexpected ways. How would you describe your personal style? 

EC: Thank you—that means a lot. I would say my style is rooted in quiet ease with a twist. I gravitate toward elevated basics with sculptural silhouettes, textural layers, or subtle color plays. I love pieces that move with me, tell a story, and feel just as good as they look. MIRTH’s pieces always lend themselves to that kind of effortless expression.

MIRTH: Tell us why you love _________? (one of the products from our Fall collection.) 

EC: The moment I tried on the Cusco Shell Pullover in Graham Cracker from MIRTH’s Autumn collection, it instantly felt like something I’d reach for again and again. The texture, the way it drapes, and the sense of quiet confidence it gives—it’s one of those rare pieces that feels both grounding and special.

 

Personal

MIRTH: Lets chat about life in Brooklyn - can you tell us 2-3 of your favorite restaurants / spots in your neighborhood? 

EC: Brooklyn is full of gems, and I love how much the local food scene reflects care and creativity. A few favorites:

• Sukh Thai: A hidden gem! The flavors are bold and beautifully layered, and whether we’re dining in or taking out, the quality is always so consistent.
• Leland Eating and Drinking House: A cozy, welcoming spot with a seasonal menu and thoughtfully sourced ingredients. It’s a go-to for both casual lunches and dinners with friends.
• BBQ Chicken: I have a soft spot for Korean fried chicken, and I’m so happy there’s one nearby. It’s the perfect comfort fix when the craving hits.

MIRTH: When it comes to beauty and skincare in New York - where is your favorite spot to shop and find new products? Do you have any makeup products you swear by? 

EC: Nordstrom in New York has become a favorite of mine. It offers a great balance of established and emerging beauty brands, so it’s always fun to discover something new. I can’t live without cushion foundations; two of my go-tos are HERA’s Black Cushion and Clé de Peau’s Radiant Cushion Foundation. Both give beautiful coverage with a natural finish. Lately, I’ve been loving a few new finds:

• Burberry Beyond Wear Radiance Primer: creates such a smooth, luminous base

• Make Up For Ever Artist Color Crayon in 126 Peachy Coral: so versatile and easy to use

• YSL Make Me Blush 24H Powder Blush in Rose Haze: the perfect warm flush that lasts all day

MIRTH: In that same vein - do you have any beauty treatments or practitioners in the city that you love? (Perhaps it is a massage or acupuncturist? Anything really!) 

EC: I tend to reserve most of my professional skin treatments for when I’m in Korea and focus on home care while I’m in New York. That said, I do love visiting Ever/Body for a Hydrafacial every few months—especially during seasonal transitions. It’s a great way to reset and refresh my skin without being too invasive.

Travel Q’s

MIRTH: You seem to go back to Korea each summer (and perhaps more often?) Katie (MIRTH Co-founder) is headed there next month and selfishly wants all of your recs! Can you give us two or three under the radar recommendations for the city? 

EC: How exciting! Seoul is such a vibrant and ever-changing city. While these spots might not be entirely under the radar, they’re places I always find myself recommending:

• Kwon Sook Soo: A two-Michelin-starred restaurant offering an elevated take on traditional Korean cuisine. The presentation is beautiful, and the experience feels thoughtful and rooted in heritage. It's perfect for either lunch or dinner.

• Beton: Known for their salt bread, which is absolutely addictive. It’s shaped like a croissant but flatter and wider, giving each bite a unique texture and crunch. There’s often a line, but even picking some up to go is worth it.

• gml: A cozy coffee shop in the heart of Hannam. Their filter coffee selection is excellent, and it’s the kind of space where time slows down a bit. It's a quiet gem in the middle of the city.

MIRTH: Any tips for what health or beauty treatment related services to be sure to do there? Any trusted clinics to love?

EC: Absolutely—Korea is incredibly advanced when it comes to aesthetic treatments, and I love how normalized wellness services like IV drips are there. Two clinics I trust and return to often are:

• Hoan Clinic with Dr. Joonho Choi

• Diore Clinic with Dr. Kwal Lee

My go-to treatments include Thermage, Ulthera, and Onda for skin firming and tightening, and Curas laser and Excel V for addressing hyperpigmentation and melasma. The approach is very results-driven, but always with a mindful touch—something I really appreciate.

MIRTH: Any upcoming travel plans? Where are you headed next? 

EC: Aside from my annual trips to Korea and Japan for work, most of my travel tends to be last-minute—either for Superegg business needs or brand trips tied to content creation and press. That said, I’m likely heading to the West Coast soon to visit some of our retail partners and spend time in the field, which I always find inspiring.

 

MIRTH: Now let's talk about packing for your travels. Are you a carry on gal or do you check your luggage? Any tried and true rules you live by when traveling? (IE always get to the airport x hours early, I always take the window seat, etc. etc.) 

EC: I’m definitely team carry-on whenever possible, especially for shorter trips—I love the ease and lightness of traveling minimally. I always dress in layers since plane temperatures can fluctuate, and I rely on a tight capsule wardrobe with a few key accessories to keep things versatile. My in-flight essentials—lip balm, hydrating mist, hand cream, and AirPods—are always packed in one zip case for easy access. And yes, I’m a window seat person through and through.

 

MIRTH: Can you tell us 3-5 must have travel items? (This can be anything from your favorite suitcase to a Superegg product that you always have in your carry on.) 

EC:

• Rimowa Hybrid Cabin Carry-On: I’ve had mine since my Barneys days, and it’s still going strong. It’s sleek, durable, and just the right size for efficient packing.
  
• Superegg Kind Atmosphere Biome Mist: This daily defense mist is a lifesaver on flights. I spritz it throughout the journey to keep my skin hydrated, soothed, and refreshed.
  
• Superegg This Moment Hand Care: Airplane air and harsh bathroom soap are so drying. This cream feels instantly restorative, and the subtle spa-like scent in our signature egg-shaped container makes it a small luxury mid-flight.
  
• Noise-canceling headphones: I rotate between my AirPods and Bose QuietComfort. Both are lightweight and comfortable enough to wear for long hauls.
  
• Kindle: My reading list is always growing, but I rarely make time at home. Flights are when I finally dive in and catch up on the books I’ve been meaning to start.