New York, NY – In a moment that laid bare the raw, unscripted chaos of live beauty expos, actress and entrepreneur Karrueche Tran, known in business circles as Koru Jade, visibly struggled to maintain her train of thought today as relentless crowd noise crashed over her demonstration at the BBR Beauty Show. The founder of Koru Beauty was in the middle of an intimate product walkthrough when the clamor of the convention floor hijacked her focus, forcing her to pause, apologize, and openly acknowledge her own distraction.
“Hi! Oh my god, it’s good to see you. Sorry, I’m going to put my ADHD on.
I’m so distracted,” Tran blurted out mid-sentence, momentarily breaking from her explanation of the Cryo Roller’s morning routine. The outburst, captured on video, underscored the impossible pressures influencers and founders face when trying to launch products in the middle of trade shows where noise, movement, and unexpected encounters are the norm.
The beauty entrepreneur was showcasing her new hydra essence powder—a product she had just launched last week—when the din of the BBR Beauty Show audience seemed to pull her attention away like a tide. The video transcript shows her seamlessly moving from a technical description of how the powder pairs with her cryo tool to a stunned recognition of a familiar face in the crowd. It was a jarring but deeply human moment that resonated with anyone who has ever tried to think clearly in a room full of chatter.
Koru Jade—whose real name is Karrueche Tran—began her presentation by explaining the origin story of her brand. “I started Koru Beauty and we have a skin care tool,” she said, referencing her Vietnamese heritage and the meaning of “Chi” as energy. She touched on the cultural significance of the number eight in her pricing strategy, noting that $88 was chosen for its associations with good fortune and prosperity in Chinese culture.
The color palette of black and white was intentional, she said, to reflect simplicity and elevated chic.
But the real drama unfolded when she attempted to explain her skincare routine step by step. After detailing how she places the Cryo Roller in the freezer while she showers, then lets it defrost for a few minutes, she veered off track. “Sometimes I even put it in the shower with me cuz the steam helps it melt a little bit,” she said, before the crowd erupted in some form of interruption that visibly rattled her.
“I’m so distracted,” she repeated, laughing nervously. The video shows her regaining composure briefly to continue describing how she uses the ice tool to sculpt her jawline and under-eye area. But the confession of ADHD—a neurological condition that affects focus and impulse control—added a layer of vulnerability to what was otherwise a polished brand pitch.
In a world where beauty influencers often present flawless, rehearsed content, Tran’s admission was a striking departure from the norm.
The BBR Beauty Show, known for its high-energy crowds and overlapping product demonstrations, is a brutal proving ground for new launches. The noise level inside the Javits Center today was described by attendees as “deafening,” with multiple stages competing for attention. For a founder like Tran, who was trying to explain the nuanced benefits of nano gold and hyaluronic acid, the environment was a minefield of potential distraction.
“So, I we started off first with the cryo tool, which is this tool here. It’s an ice tool. It is my absolute favorite,” she said, earlier in the segment.
She recounted her childhood struggle with under-eye bags and the old-school hack of using a frozen spoon—an innovation that eventually led to the creation of her Cryo Roller. “I wanted to create something that was a little more convenient, a little more efficient,” she explained.
The product demonstration also included her Nano Mister, a hydration tool she developed during her time on the TNT series “Claws,” which filmed in New Orleans. “Shout out to Claws. Oh my god, I miss that show so much.
Y’all don’t understand. Virginia was my girl,” she said, referencing her character Virginia Loc. The muggy New Orleans weather, she explained, would break down her makeup, leading her to develop a portable misting solution to refresh her skin without reapplying a full face.
Despite the disruptions, Tran managed to showcase her entire product lineup: the Cryo Roller, the hydra essence powder, and the Nano Mister. She demonstrated how the powder is poured directly into the Cryo Roller with water, then frozen to create a serum-infused ice treatment. “This really steps up your skincare routine,” she said, listing ingredients like vitamin C, niacinamide, and nano gold.
“It’s liquid gold.”
The moment of distraction, however, threatened to overshadow the launch. In the video, Tran can be heard apologizing directly to the camera and the assembled audience before trying to steer herself back on track. “Be sure to like, comment, and subscribe,” she said with a forced cheerfulness before cutting herself off.
“All right, well it’s not— Oh my god, it needs to be charged. We’re going to grab it.” The sudden realization that her Nano Mister was out of battery added yet another layer of real-time chaos to the session.
Industry insiders say that such moments are becoming more common as beauty brands rush to create live content in busy trade show environments. “The pressure to perform in real time is immense,” said a publicist who works with several beauty influencers at the show. “You have noise, lighting issues, equipment failures, and unexpected interruptions.
Audiences expect perfection on social media, but live is a different beast. Karrueche handled it with grace by acknowledging the struggle rather than pretending it didn’t happen.”
For Tran, the BBR Beauty Show appearance was a crucial step in scaling her brand, which she launched with the mission of merging skincare with cultural storytelling. “Chi also means energy. I love to bring the energy, bring the light,” she had said at the beginning of her talk.
But the energy of the crowd proved to be a double-edged sword, fueling her enthusiasm while simultaneously derailing her narrative.
The video recording of her presentation has since circulated widely on social media, with viewers divided between praising her authenticity and criticizing the production quality. Some comments on the 9MagTV feed called the moment “relatable” and “refreshing,” while others noted that a seasoned professional should have prepared for the noise. Yet Tran’s willingness to name her ADHD—rather than hide it—was widely applauded by mental health advocates in the beauty community.
“I have a kind of preference I like to wash my face in the shower. It’s easier for me,” she had said earlier, trying to describe her routine before the interruption. That preference for ease and convenience is at the core of Koru Beauty’s product philosophy.
But the live demonstration showed that even the most carefully planned routines can be derailed by external factors—a lesson that applies as much to skincare as it does to building a business.
As the BBR Beauty Show continues through the weekend, Tran is expected to hold additional meet-and-greet sessions at the Koru Beauty booth. Company representatives have not yet commented on today’s video, but sources close to the brand say they are embracing the viral moment as a chance to showcase the founder’s genuine personality. “Karrueche has never pretended to be a robot,” one insider said.
“People love her because she’s real. And today, she showed them exactly that—real, distracted, and still getting the job done.”
For the thousands of attendees wandering the show floor, the incident served as a reminder that behind every glossy product launch is a human being fighting against distractions, equipment failures, and the sheer noise of trying to be heard in a crowded market. Karrueche Tran may have lost her train of thought for a few seconds, but in doing so, she may have gained something the beauty industry desperately needs: authenticity.
“Sorry, I’m going to put my ADHD on. I’m so distracted.” Those words, captured on video, may end up being the most memorable moment of the entire BBR Beauty Show—not because of a product, but because of a person who dared to be imperfect in public.
