It all started with a conversation.

After witnessing the early days of the creator industry firsthand, our founder realised there was room for a different kind of agency. One built around people, not numbers. Relationships, not transactions. Born in London, THE ACE was built in one of the world's most international cities. The first global ACE creators joined through word of mouth, personal recommendations and trust — values that still sit at the heart of everything we do today.

Just a few months later came a reunion.

What was meant to be a quick coffee between two longtime friends quickly turned into a full bottle of wine. Strategy met creativity, ideas turned into plans, and the conversation never really stopped. That evening laid the foundations of the partnership between our two CEOs — helping shape THE ACE through its early fashion collaborations, its first creator experiences, and what would later become THE ACE Experience, beginning with a trip to Marrakesh.

Then came 2020. This became the year they officially joined forces to build THE ACE together. Creativity found structure. Strategy found direction. And a small agency with big ambitions started taking shape.

Long before South Korea became one of our strongest markets, it was simply a place that sparked our curiosity.

Guided by the insights of a Seoul local & longtime friend — who would later become our Creative & Visual Designer — our co-directors booked their first trip to Seoul with no clients, no meetings, and no business plan. Just 30 days of exploration, remote work, and cultural immersion. What they found wasn't immediate opportunity. It was a connection that would go on to shape the future of THE ACE.

Seoul changed more than our travel plans.

What started as curiosity quickly began opening new doors, shaping the direction of our roster and the opportunities that followed. Back in the UK, the ACE Experience continued to grow, bringing our creators together across the London streets, while our creative identity became more distinctive than ever. Bolder ideas, a sharper aesthetic and the beginnings of the edgy DNA that still defines us today.

Growth means little without direction.

2023 was the year the pieces started clicking into place. Our beauty roster expanded, our industry relationships deepened, and THE ACE became increasingly recognised within the beauty industry, particularly through its growing connection to the world of K-Beauty. As our network continued to expand across markets, so did our vision for what THE ACE could become. With stronger foundations and a clearer vision than ever before, we stopped asking where the journey might take us and started building exactly where we wanted to go.

New Seoul trip. 16 meetings in 9 days confirmed the opportunities ahead and strengthened our conviction that South Korea would play a major role in the future of THE ACE. Beauty had become one of our strongest pillars, while our network continued to grow across brands, creators and markets. From Seoul to Milan Fashion Week, we spent more time on the ground, alongside our talents & clients, building relationships and setting the stage for the next chapter.

New team members joined the adventure. New markets opened their doors. New opportunities emerged across continents. Our position in South Korea was further strengthened with the launch of the very first edition of THE ACE Experience Seoul, while the launch of THE ACE Brazil marked a major milestone in our international expansion. Our talent roster also grew to include male creators, and THE ACE talents took center stage at some of the world's most iconic landmarks, including Times Square in New York

By year's end, The Ace ecosystem had generated 6.7 billion views worldwide. The vision was no longer taking shape. It was coming to life.

THE ACE grew to 21 team members and 25 creators, while continuing to expand. Our roster evolved beyond beauty, welcoming more fashion-focused high-profiles, events & campaigns. Following a second edition of THE ACE Experience in Seoul and a successful expansion into Brazil — including our first Brazilian creators and major industry events — our international vision is no longer a project. It's reality. By now, THE ACE has become widely recognised for its expertise within the K-Beauty industry, the quality of its roster, and the efficiency of the team behind it. The trust is stronger than ever. The community is growing. And the reputation is growing even faster.