Okay magnificence didn’t develop into a world phenomenon in a single day. It took years of training, belief constructing, and a perception that skincare could possibly be each deeply efficient and deeply intentional. Few individuals perceive that evolution higher than Charlotte Cho, founding father of Soko Glam and Then I Met You.
Lengthy earlier than sheet masks, essences, and snail mucin entered the mainstream, Charlotte was translating Seoul’s skincare tradition for a U.S. viewers, reframing magnificence as a every day ritual rooted in consistency, prevention, and care. At the moment, as Okay magnificence enters its second international wave, she stays on the heart of the dialog not simply as a curator, however as a model builder with a transparent standpoint on the place the class is headed subsequent.
On this dialog, Charlotte displays on the early days of Okay magnificence within the U.S., the shifts shaping Okay Magnificence 2.0, and the merchandise, philosophies, and improvements she believes will outline the subsequent period of skincare.
In Dialog with Charlotte Cho
You’ve been credited as one of many key figures who helped introduce Okay-beauty to the U.S. How would you describe that early second when individuals have been first discovering Korean skincare? Soko Glam started curating and educating about Korean magnificence merchandise over 13 years in the past! It was a time when magnificence classes akin to masks, cushion compacts and snail mucin have been overseas to individuals outdoors of Korea. I had a particular bond with Korea after residing in Seoul for five years, and was excited to share what I had discovered and produce the perfect of Korea to the mainstream.
How has Okay-beauty advanced since Soko Glam launched? Are there any shifts or traits that shock you most? We’re in what we name the second Okay-beauty increase, or Okay-beauty 2.0. Now it’s reaching new heights as it is extremely a lot a world phenomenon, due to international platforms like TikTok. With Korean magnificence manufacturers armed with huge budgets, they’re changing into a formidable drive within the magnificence area, taking market share from conventional magnificence conglomerates. What makes me excited in regards to the second wave of Okay-beauty is that it’s not a fluke. Okay-beauty is extremely modern, efficient and competitively priced, and it’s right here to remain.
In your view, what makes the Okay-beauty strategy to skincare completely different from Western magnificence , philosophically and scientifically? Korean magnificence isn’t just a couple of product or a selected model. Korean magnificence is a way of life, it’s about taking good care of your pores and skin and attending to the basis of the situation. It’s about consistency and being educated about what your pores and skin wants. Korean magnificence has actually helped customers look to skincare as an act of self care and wellness, together with prevention.
You based Then I Met You after years of curating merchandise for Soko Glam. What did you’re feeling was lacking from the market that you just needed to create your self? Once I labored in Okay-beauty as a curator, so many manufacturers blended collectively. Ingredient-first, trend-first, useful however not emotional. I needed one thing with which means.
That’s why I selected the title Then I Met You. It’s a phrase that describes a constructive turning level in your life. Sure formulation, textures and the efficacy all matter and which can be unparalleled. However I’m constructing a model that goes deeper than skincare.
When you might solely advocate 5 Okay-beauty staples to construct a easy, efficient routine, what would they be? Oil Cleanser and water based mostly cleansers make up a double cleanse routine, which is crucial not just for clear and clear pores and skin, however for stopping untimely ageing.
Exfoliating with a peel as soon as per week saves you money and time from having to go to a spa, and it clears your pores and skin of particles that could be blocking your serums and merchandise from working more durable for you. It’s additionally the important thing to getting glass pores and skin.
A watery or milky toner or essence builds layers of deep hydration into your pores and skin, and I like to pores and skin flood with it. When you don’t have time for masking, pores and skin flooding might be your greatest good friend and provide the most seen dewy pores and skin.
A moisturizer with in-built SPF that provides you hydration and solar safety is essential for even 5 minutes outdoors.
Any toners or essences you end up recommending again and again and what makes them particular? I’m hooked on cleaning toners, that are hydrating toners that even have micellar properties to take away make-up and impurities. I really like the Acwell Licorice Toner, which is a staple and considered one of our prime toners on Soko Glam. It impressed me to make my very own model, the Residing Sea Cleaning Tonic, which has light exfoliation properties and is extraordinarily hydrating. I exploit it every day as a second a part of my double cleanse, and even merely to take away my make-up and refresh my pores and skin. Most micellar waters out there go away a greasy really feel in your pores and skin, however I made positive that the Residing Sea Cleaning Tonic doesn’t.
What are some under-the-radar Korean manufacturers or improvements you’re enthusiastic about proper now? I really like SuperEgg’s Microbiome mist, I exploit it every day. There’s one thing to be stated in regards to the element and if the mist and the formulation in it are suitable.
IOPE has been my go-to for therapies and serums (vitamin C and PDRN) for years now, and their R&D is unmatched towards any Korean manufacturers. They actually created the primary Korean retinol, and in addition the cushion compact. You’ll be listening to from them much more subsequent yr!
VT Reedle’s Exosomes are an ingenious method to exfoliate, and palms down PDRN innovation from IOPE (The Caffeine Shot Serum) are nice merchandise and flying off the Soko Glam cabinets.
Okay-beauty sunscreens are having a significant second, which of them do you personally use or advocate? I personally use Then I Met You’s Essence Mild Sunscreen with SPF 50. I made it for myself, which is completely moisturizing with out a greasy end. It’s an amazing base earlier than make-up.
Are you able to stroll us by way of your personal present skincare lineup? It’s truthfully a variety of Then I Met You. Proper now it’s The Residing Cleaning Balm, adopted by the Residing Sea Cleaning Tonic to cleanse, tone and prep the pores and skin. I’m utilizing the SuperEgg Micro Biome mist as a hydrating mist. I pores and skin flood with the Then I Met You Giving Essence. I really like the IOPE PDRN Caffeine Shot serum for extra bouncy elastic pores and skin. I’m testing some formulations for brand spanking new product growth within the serum class. Then I lock it in with a sunscreen, the Essence Mild Sunscreen, combined with a tiny little bit of base make-up from JungSaemMool.
Any cult merchandise out of your early Soko Glam days that also maintain up years later? Arms down I preserve going again to the Neogen Micro Essence and the Klog Smooth Defend Pimple Patches. They’re classics, and can by no means get replaced from my routine.
When you needed to title one “unsung hero” product class in Okay-beauty, what would it not be? Korean make-up and lip merchandise are unmatched. Round 8 years in the past, I had predicted Korean make-up can be taking off. I used to be unsuitable, the US was not prepared for it but. However now with Korean magnificence 2.0, I see make-up taking off at a quicker clip.
What’s the subsequent huge factor in Korean skincare and what ought to we be looking forward to? We’ll see an enormous surge of gadgets with the success of Medicube. It’s additionally classes outdoors of skincare which can be untapped that can begin to glow up. Hair, make-up and fragrances, prepare!
