About GOOMi
A Note From Our Founder
Why Jing built GOOMi, and the gap she wanted to close.
I have spent years on the other side of beauty technology. Not as a consumer hoping something would work, but working directly with manufacturers, labs and the people developing what comes next.
I saw what was coming before most of it reached Australia. LED therapy, microneedling, scalp treatment devices, formulations built on decades of Asian skincare science. And I saw the gap between what was possible and what people here could actually access.
The products available were either too clinical to feel approachable, too cheap to perform, or too complicated to use consistently. The technology existed. The execution often did not.
That frustrated me. Because when these tools are built properly, with the right specifications, the right wavelengths, the right formulations behind them, the results are not subtle. They are visible and measurable. They show up in weeks, not months of wishful thinking.
GOOMi started because I wanted to bridge that gap. The team and I try every product ourselves, in real routines, and ask the same question every time: does this deserve to be here? Even when a product comes from the same manufacturers supplying professional clinics across Asia, it still has to meet our standard. If it does not feel purposeful, effective and worth recommending, it does not make it onto the site.
We are Chinese-founded, Australian-based, and deeply connected to where beauty innovation is happening fastest. That is not a marketing angle. It is our actual advantage. We are closer to the source, and we bring that access to you with local warranty, local support and a genuine belief that what you are using should deliver.
If you have tried products before that promised results and left you wondering whether they were working, I understand that feeling. GOOMi was built for the moment after that.
Jing, Founder & CEO, GOOMi
The Meaning Behind GOOMi
GOOMi is rooted in the idea of a trusted companion.
The name is inspired by the Chinese term Guī Mì (闺蜜), meaning a close friend or confidante. The person who has done the research, tested the options and hands you the one that actually works.
That is the role GooMi is designed to play. In a beauty landscape that can feel overwhelming and crowded with choice, we act as a trusted filter. We explore the options, assess what is worth your attention, and curate only what we genuinely believe deserves your time, trust and skin.
What Makes GOOMi Different
Built to guide you beyond the product.
GOOMi is not a retailer that stocks what is trending. It is shaped by someone who has spent years working at the source.
Jing's background gives GOOMi direct relationships with manufacturers behind some of the most effective beauty devices and formulations across Asia, including Korea, Japan and China, often the same suppliers working with professional clinics. That access means we can bring you products most Australian consumers will not find until months, sometimes years, after they have been adopted overseas.
But finding the right products is only part of it. Through practical education and simple guidance, GOOMi helps you understand how to use them, so beauty technology feels less intimidating and easier to build into real life. Every product is backed by Australian warranty and local customer support, with a team that has carefully considered each selection before it reaches you.
Our Standard
Beauty technology should be purposeful, approachable and visibly effective.
When something is built properly, you do not have to convince yourself it is working. The results are clear.
GOOMi exists so that experience is not reserved for people who can afford weekly clinic visits. It should be available to anyone ready to build a routine around products that genuinely perform. Every selection comes back to one question: does it deliver results you can see?
