Behind the Brand
The Plug was founded by brothers Ray Kim and Justin Kim. Raised in an entrepreneurial household, Ray and Justin grew up inherently curious and constantly brainstormed business ideas together. As they graduated from college, both brothers entered the corporate world, adapting to a new lifestyle and seeking out healthier alternatives to boost their productivity. During this time, Ray and Justin began to notice a growing demand for a hangover solution; they found that younger consumers wanted to be able to enjoy a drink with friends and still be productive at work the next day. However, upon doing more research into the space, the brothers realized that there were very limited options for truly effective hangover recovery products in the U.S. market.
Leveraging their knowledge of Korean herbal drinks that had long been household staples in East Asia, Ray and Justin decided to bring a proven solution from Korea to American consumers. Over the course of three years, they taste-tested over 50 different iterations of the drink and partnered with an FDA-compliant manufacturing facility in South Korea to bring The Plug to life. Millions of dollars were invested into a proprietary cutting-edge distillation process that produces The Plug’s unique formula today. Leading up to their direct-to-consumer launch, Ray and Justin tapped a marketing agency to develop their brand identity and launched a successful Indiegogo campaign that hit its goal within 24 hours. With funding secured from high-profile individuals such as Wish.com’s co-founder and CEO Peter Szulczewkski and NBA basketball player Myles Turner, the Kim brothers are making hangovers a problem of the past.