When Althea Johnson opened Korean beauty shop Propr Life + Style a mere week before the pandemic, she was soon surrounded by shuttered stores on all sides. But the creative and resourceful retailer refused to be one of them. Instead, she anchored herself in growing her business through an innovative combination of home delivery, social media, and email marketing. By listening to her customers’ changing needs and remaining available through thick and thin, Althea earned the loyalty of a customer base that was eager for self-care dialogue during a trying time.