Liz is founded by Chung Kyung Kim, a famous professional makeup artist widely known in Korea's beauty industry. She has been working with Korea's biggest celebrities and several top cosmetic brands for over 30 years.

She pioneered nude makeup, which is the natural no-makeup look, for actresses and started great beauty trends amongst Korean women since 1996. Since she highlights the natural beauty look and believes in healthy skin is the first step of glam makeup, she has focused and learned about skincare, especially ingredients and its effectiveness for the skin for years.

In 2011, Liz K finally launched with its base makeup products, skincare and foundation. Liz K Super First C Serum Pure Vitamin 13% has been one of the cult-favorites.