CEO Insights Magazine

In a world where beauty trends change as quickly as the moods of consumers themselves, a beauty industry leader requires attributes beyond business acumen, it calls for curiosity, a daring mentality, and a solid grasp of human nature. These attributes encompass the story of Corrado Giaquinto, CEO of Rojukiss International and the beauty brand ROJUKISS. His career began with his curiosity about the functioning of a business across borders. The same passion led him to spend almost 30 years of his career moving across ten countries, typically where people would have perceived risk and uncertainty. He turned around struggling businesses and created new markets out of nowhere. Corrado believes that as a leader, one should not fixate on titles, but rather create systems, empower individuals, and extract clarity from the chaos.

The journey eventually took Corrado to Thailand, where he was tasked with transforming Rojukiss International Public Company Limited into a beauty powerhouse. What started as an idea to realize the untapped potential of growth opportunities has developed into a mission statement: We empower each person’s unique beauty through science-based Korean skincare that delivers real, proven results at the best value. Today, Rojukiss is not merely a business but a culmination of his experiences, wisdom, and uncompromising devotion to quality. We are delighted to conduct an exclusive interview with Corrado, who shares his leadership insights and experiences with us.

What major shifts are currently occurring in the industry, and how are leaders adapting to remain relevant?

The beauty industry is being reshaped by omnichannel experiences, two-way communication between brands and consumers, increasing demand for customization from both customers and retailers, retail fragmentation, and the rapid integration of AI. In this evolving landscape, the true challenge for leaders lies in acknowledging that we do not have all the answers and in having the humility to continuously learn, unlearn, and adapt to stay relevant.

What are the opportunities you perceive to utilize and the challenges that need to be addressed?

Our strategy is to focus on the two to three key areas that create true value and invest disproportionately in them. For Rojukiss, these priorities include: first, doubling down on innovation with increased launch frequency, strong in-store execution, and an expanded product range across various price points; second, achieving leadership across all face care segments, not only in face masks where we already lead the market; and third, establishing Rojukiss as a global brand through aggressive international expansion. We believe Rojukiss has significant untapped growth potential, and by realizing these opportunities, we can generate substantial value to reinvest in optimizing the broader organizational value chain, including infrastructure, technology, R&D, and people.

How do you plan to leverage AI and emerging technologies to lead digital transformation in beauty and wellness?

At Rojukiss, our core promise is delivering Korean science perfected for Asian skin. AI and emerging technologies are central to this vision, helping us understand individual skin conditions, provide personalized diagnostics, and develop tailored skincare solutions. To strengthen our innovation capabilities, we recently launched the Rojukiss Skin Lab Research & Innovation Center in Korea and entered a twoyear partnership with Dr Lee, Chief Physician and Medical Director of NUV Clinic in Gangnam, South Korea. This will ensure that our products are backed by cutting-edge science and technology.

What is your leadership philosophy, and how do you instill that philosophy across the firm?

My leadership philosophy is grounded in ten key principles: prioritizing strategy without compromise, building and developing a strong team, doing what is right rather than what is easy, maintaining focus through the 80/20 principle, gathering information and actively listening, making fast and simple decisions, taking initiative to ensure execution, communicating consistently, fostering an enjoyable work environment with worklife balance, and upholding strong governance. I instill this philosophy across the firm by leading through example, embedding these principles into our processes, encouraging open communication, and nurturing a culture where every team member understands and embraces these values in their daily work.

My goal is to transform Rojukiss into a global brand, achieving revenue of 4 billion baht by 2030, with a minimum of 20 percent of sales generated from international markets.  

Corrado Giaquinto, CEO, Rojukiss International

A visionary beauty industry leader with close to three decades of international experience, Corrado combines global business insight with a deep understanding of consumer behavior, driving innovation and growth at Rojukiss International.

•Hobbies: Reading, teaching, and cooking •Favorite Cuisines: Italian and French •Favorite Books: Thinking, Fast and Slow by Daniel Kahneman, The First 90 Days by Michael D. Watkins, and The Goal by Eliyahu M. Goldratt •Favorite Travel Destination: Antarctica and Alaska

Awards & Recognition: Stanford Executive MBA 2014 and 2018, Certified trainer Consumer Insights, Media, Claims, Digital Certification Program, AI Awareness and Literacy Workshop