Born from a father's promise.
Carry them through anything.
Korean skincare science, made for the littlest skin.
Our Story
My daughter doesn't remember any of it. But I do.
The baby monitor on my nightstand. The sound of her scratching in the dark. Sitting next to her crib, holding her small hands still, not knowing what else to do.
She was diagnosed with atopic dermatitis before her second birthday. We tried everything — Tubby Todd, Aveeno, Eucerin, Honest, La Roche-Posay, Mustela, babo. We even ordered Korean brands our relatives swore by — Atopalm, Aestura, Illiyoon, Atono2. We kept a notebook. It filled up faster than we expected.
"The science for barrier support already existed. We just needed to formulate it properly for baby skin."
Growing up Korean, we'd watched K-Beauty approach skin differently than Western products — focusing on barrier support, not just surface moisture. We knew that science existed. We just had to find the right people to help us create something better.
So we found the right formulators in Korea and built it ourselves. There were versions that didn't work, months that felt like going backward. But then there was one that was different. Thicker than a lotion, lighter than an ointment — it spread across her skin in one smooth pass. No white cast. No residue. No needing to press and rub it in again and again on skin that was already uncomfortable.
Any parent who's been through that routine knows what I mean: when your child tenses up the moment they see the cream coming, when even the application feels uncomfortable — finding something that just glides on gently, that's meaningful.
She barely noticed. Her skin felt more comfortable. She slept better. Then the next night. Then the one after that. I didn't tell my wife until the third morning. I was afraid to jinx it.
The name is Korean — 아빠 (abba), meaning "dad," and 어부바 (eobooba), a piggyback ride. That particular closeness between a parent and a child: arms reaching up, the weight of them settling across your shoulders, their chin resting on you. Put them together and you get abooba. It felt like the only name that made sense.
That's what this whole thing has been: Our daughters couldn't fix this themselves. They just reached for us. And we tried to be there — uncertain, learning as we went, doing what we could for as long as it took.
— The
Team
Looking Ahead
abooba started with one product—our Soothal Baby Moisturizing Cream—because we wanted to get it absolutely right before expanding.
But our vision is bigger: to become the trusted name in science-backed, Korean heritage-inspired baby skincare.
As we grow, our commitment remains the same: formulations that honor both botanical wisdom and clinical rigor. Products that parents can trust. Transparency that builds lasting relationships.
Thank you for being part of our journey.
