We’re excited to introduce you to the always interesting and insightful (1) Felix, (2) Gene (1) Lee, (2) Oh. We hope you’ll enjoy our conversation with (1) Felix, (2) Gene below.
Alright, (1) Felix, (2) Gene thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?
Gene: It all started in the fall of 2023. I was studying abroad in South Korea, and my co-founder Felix, was on military leave from Brown University. Most weekends, we’d meet up with friends, and before we started drinking, someone would always pull out these jelly sticks. At first, I didn’t think much of it—until I tried one. I remember pausing mid-squeeze, turning to Felix and saying, “Why does this taste so good… and why don’t we have this back home?”
As a pre-med student, I flipped the stick over and scanned the ingredients: Korean pear, turmeric, B-vitamins, DHM—all compounds I had studied for their anti-inflammatory, antioxidant, and liver-supporting benefits. I was blown away. This wasn’t some gimmick—these were real, functional ingredients—and people in Korea loved it.
But what clicked wasn’t just the science. It was the feeling. I’ve always enjoyed drinking socially, but I’ve also always been hyper-aware of the toll alcohol takes on the body. Even one night out can deplete vital vitamins, electrolytes, inflame the liver, and mess with your gut. For years, I had my patchwork routine—electrolyte drinks, vitamin pills, the occasional honey tea—but this little jelly stick did it all. And it tasted amazing.
As my semester abroad came to an end, I realized I didn’t want to just bring a few boxes home—I wanted to bring the idea back. But not just copy it. I wanted to build something better: cleaner ingredients, more transparency, and a brand built for health-conscious American drinkers. I called my dad, who’s a doctor, and we started sketching out the first formula. Felix jumped on board immediately, and together we began customer interviews, market research, and prototyping.
What got us most excited wasn’t just the product—it was the cultural shift. People are drinking less, but alcohol is still deeply embedded in social life. Most aren’t looking to quit entirely—they just want to be smarter about it. They care about how drinking affects their health. But most “hangover” products feel outdated, reactive, or gimmicky. We wanted to offer something better—proactive, honest, and complete. Less of a cure, more of a ritual. Think AG1, but for drinking. That’s when we realized this wasn’t just a fun idea—it was something people actually needed. That’s how DAYGUARD was born.
DAYGUARD is a complete nutritional support jelly stick you take before you drink. It’s designed to help with alcohol-induced dehydration, vitamin depletion, gut disruption, and liver stress—without the need for pills or powders. Packed with electrolytes, B-vitamins, prebiotics, and functional ingredients like Korean pear and DHM, it fits seamlessly into modern routines and social settings. We’re building the Athletic Greens of drinking: a go-to wellness brand for people who want to enjoy a social life without compromising how they feel the next day.
Right now, our product on Amazon and our website is a soft-launch prototype. We’re already working with top lab nutritionists and doctors in Korea to develop version two, and we’re just getting started.
(1) Felix, (2) Gene, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Felix: I’m Felix Lee, and I’m the co-founder of DAYGUARD alongside my best friend, Gene Oh. We met during our freshman year at Brown University and quickly bonded over our shared interest in Korean culture, fitness, and building things from the ground up.
Gene studied Computer Science and pre-med and is currently taking a gap year before attending medical school. I’m studying Applied Mathematics and Entrepreneurship. Between the two of us, we’ve run marathons, worked in consulting, and have always been obsessed with finding ways to live and feel better. We’re the type of people who binge Andrew Huberman podcasts, take notes from Jesse Itzler’s 29029 challenges, and get inspired by Casey Neistat’s discipline and energy. I also train in Brazilian jiu-jitsu—something that’s taught me a lot about consistency, mindset, and pushing through discomfort.
We’re also both deeply competitive in the best way. I love playing poker and training jiu-jitsu because the outcome is directly tied to the effort I put in. When I win, it’s fulfilling—and when I lose, it’s easy to see where I need to improve. That mindset carries over into everything we do, including business. Entrepreneurship doesn’t feel like work to me—it feels like a sport. It’s demanding, but deeply rewarding, and the process itself is what I love most.
One thing that sets us apart is that we’re never afraid to ask for help. Everyone starts as a beginner, and we’ve learned that people are more willing to support you than you think, as long as you ask. Over time, we’ve been lucky to build a world-class group of mentors who genuinely care about us and continue to guide us with incredible insight.
This business wouldn’t be where it is today without the support of our family, our Brown University community, and the mentors who’ve generously shared their time and experience with us. We’re especially grateful to Gabi Lewis, Marco De Leon, Scott Norton, Ju Rhyu, and Becca Millstein—founders behind Magic Spoon, Rip Van, Hero Cosmetics, and Fishwife—for their guidance and belief in what we’re building.
Lastly, I want to thank Gene’s family. His dad took time out of his busy schedule as a doctor to help us develop the cleanest, most effective formulation possible. His mom has been our behind-the-scenes hero, helping with bookkeeping and fulfillment, and his sister even stepped in with design support. DAYGUARD is a reflection of all of us, and it’s made possible by the people who believe in us most.
Can you share a story from your journey that illustrates your resilience?
Felix: One of the earliest tests of resilience in my journey with DAYGUARD came from something I didn’t expect: being underestimated.
Our product is manufactured in South Korea, where age and hierarchy carry significant cultural weight. As a young founder still in college, I quickly realized I wasn’t going to be taken seriously by default. In early meetings, people often assumed I was an intern or just tagging along. During factory visits, some manufacturers wouldn’t even speak directly to me—until they realized I was the one actually running the business.
I had to earn their respect. That meant understanding every detail of our product, speaking with clarity and confidence, and showing up more prepared than anyone expected. I even got a haircut to look older—because in Korea, appearances can actually influence how seriously you’re treated.
It wasn’t always easy navigating these dynamics while still figuring things out myself. But over time, I learned to hold my ground and advocate for my vision, even in rooms full of people decades older and far more experienced. I still have a lot to learn, but those early moments of doubt and friction helped shape me into a more confident, capable founder.
Can you share one of your favorite marketing or sales stories?
One of my favorite marketing moments wasn’t planned or strategic—it happened completely by surprise.
Right after I wrapped up midterms, I took a trip to NYC to meet Gene to brainstorm ways to scale DAYGUARD. It was one of those snowy days when everything feels a little slower, and we were debating whether to grab pho from a nearby restaurant or just order pizza and stay in. I’m really glad we decided to walk.
On our way there, we ran into one of those classic NYC street interviewers—the ones who ask, “What do you do for a living?” We were caught off guard, but instead of brushing it off, we leaned in. We told them we were college founders building DAYGUARD from scratch—two friends with no business background, learning it out as we went.
What we didn’t expect was for the video to go viral. It ended up getting over half a million views across Instagram and TikTok, driving real traction and our first wave of organic sales. Friends started texting us, strangers found our site, and it gave us that early jolt of momentum every new brand dreams about.
My biggest takeaway? Pho over pizza.
But in all seriousness, that moment reminded me that the best marketing often isn’t planned—it comes from being genuine, staying open, and sharing your story when the opportunity shows up. Always be ready to tell your story, and be kind to strangers. You never know who’s listening—or how far it might go.
(You can still find the video on our Instagram: @dayguard.store)
Contact Info:
- Website: https://dayguard.store/
- Instagram: https://www.instagram.com/dayguard.store/?hl=en
