Liz Kwas founded by Chung Kyung Kim(also known as Liz Kim), a famous professional makeup artist who is widely known in the Korean beauty industry. She has worked with Korea's greatest celebrities, actors and K-pop idols, as well as several top cosmetic brands, for over 30 years.

The top-class makeup artist was a pioneer of "nude make-up", the natural no-make-up look, which she set off major beauty trends in South Korea back in 1996.

Since she emphasizes the natural beauty look and believes that healthy skin is the first step for glamorous make-up, she has been focusing and learning for years on skin care, especially ingredients and their effectiveness for the skin.

In 2011, Liz K finally launched its makeup primers, foundations, and skin care products. Their best-seller is the Super First C Serum Pure Vitamin 13%.