MEET THE FOUNDERS
Tim O’Sullivan
Tim O'Sullivan is the co-founder of Bae Juice whose unconventional path and bias for action transformed a Korean wellness tradition into an international brand.
After being expelled as a teenager and skipping university, Tim gained real-world business experience managing his family's café in Essendon, Melbourne. His serendipitous discovery of Korean pear juice during a trip to South Korea with Sumin became the catalyst for Bae Juice.
Known for his rule-breaking spirit and marketing intuition, Tim championed the brand's bold, playful identity that resonates with young consumers.
His grassroots approach to building brand awareness—from personally delivering samples in borrowed cars to creating viral social media content—exemplifies his hands-on leadership style.
Tim believes success isn't measured by money alone but by staying true to your vision and building something meaningful, a philosophy that continues to guide Bae Juice's expansion from hangover remedy to comprehensive wellness brand.
SUMIN DO
Sumin Do is the co-founder of Bae Juice who brought authentic Korean heritage and cultural expertise to the brand’s foundation.
Originally from South Korea, Sumin was instrumental in introducing Korean pear juice to the Australian market after sharing this traditional remedy with her partner Tim during a trip home for Chuseok (Korean Thanksgiving).
Her deep cultural knowledge and family connections in Korea were crucial in securing trusted manufacturing partnerships and ensuring product authenticity.
As a hairdresser by trade who invested her income into building Bae Juice, Sumin's attention to detail and commitment to quality have been essential to maintaining the integrity of this traditional Korean wellness drink as it expands globally.
Her unique perspective bridges Eastern wellness traditions with Western markets, making her an invaluable voice in the company's continued innovation and growth.
Liam Gostencnik
Liam Gostencnik is the co-founder of Bae Juice whose operational expertise and entrepreneurial drive have been instrumental in scaling the brand nationwide.
Like his childhood friend Tim, Liam took an unorthodox path, dropping out of university after just three days and exploring opportunities in door-to-door sales and real estate before reuniting with Tim to pursue business ventures.
When introduced to the potential of Korean pear juice, Liam's sharp eye for opportunity and business acumen helped transform a simple idea into a viable product now stocked in major Australian retailers including Woolworths and Dan Murphy's.
His operational savvy has been crucial in navigating supply chain challenges, retail partnerships, and international expansion.
Driven and ambitious, Liam thrives on building brands that connect with people in a meaningful way while pushing boundaries in the wellness market.
