K beauty didn’t become a global phenomenon overnight. It took years of education, trust building, and a belief that skincare could be both deeply effective and deeply intentional. Few people understand that evolution better than Charlotte Cho, founder of Soko Glam and Then I Met You.
Long before sheet masks, essences, and snail mucin entered the mainstream, Charlotte was translating Seoul’s skincare culture for a U.S. audience, reframing beauty as a daily ritual rooted in consistency, prevention, and care. Today, as K beauty enters its second global wave, she remains at the center of the conversation not just as a curator, but as a brand builder with a clear point of view on where the category is headed next.
In this conversation, Charlotte reflects on the early days of K beauty in the U.S., the shifts shaping K Beauty 2.0, and the products, philosophies, and innovations she believes will define the next era of skin care.
In Conversation with Charlotte Cho
You’ve been credited as one of the key figures who helped introduce K-beauty to the U.S. How would you describe that early moment when people were first discovering Korean skincare? Soko Glam began curating and educating about Korean beauty products over 13 years ago! It was a time when beauty categories such as masks, cushion compacts and snail mucin were foreign to people outside of Korea. I had a special bond with Korea after living in Seoul for 5 years, and was excited to share what I had learned and bring the best of Korea to the mainstream.
How has K-beauty evolved since Soko Glam launched? Are there any shifts or trends that surprise you most? We’re in what we call the second K-beauty boom, or K-beauty 2.0. Now it’s reaching new heights as it is very much a global phenomenon, thanks to global platforms like TikTok. With Korean beauty brands armed with massive budgets, they are becoming a formidable force in the beauty space, taking market share from traditional beauty conglomerates. What makes me excited about the second wave of K-beauty is that it is not a fluke. K-beauty is highly innovative, effective and competitively priced, and it is here to stay.
In your view, what makes the K-beauty approach to skincare different from Western beauty , philosophically and scientifically? Korean beauty is not just about a product or a particular brand. Korean beauty is a lifestyle, it’s about taking care of your skin and getting to the root of the condition. It’s about consistency and being educated about what your skin needs. Korean beauty has really helped consumers look to skincare as an act of self care and wellness, along with prevention.
You founded Then I Met You after years of curating products for Soko Glam. What did you feel was missing from the market that you wanted to create yourself? When I worked in K-beauty as a curator, so many brands blended together. Ingredient-first, trend-first, functional but not emotional. I wanted something with meaning.
That’s why I chose the name Then I Met You. It’s a phrase that describes a positive turning point in your life. Yes formula, textures and the efficacy all matter and that are unparalleled. But I’m building a brand that goes deeper than skincare.
If you could only recommend five K-beauty staples to build a simple, effective routine, what would they be? Oil Cleanser and water based cleansers make up a double cleanse routine, which is essential not only for clear and clean skin, but for preventing premature aging.
Exfoliating with a peel once a week saves you time and money from having to visit a spa, and it clears your skin of debris that may be blocking your serums and products from working harder for you. It’s also the key to getting glass skin.
A watery or milky toner or essence builds layers of deep hydration into your skin, and I love to skin flood with it. If you don’t have time for masking, skin flooding will be your best friend and give you the most visible dewy skin.
A moisturizer with built in SPF that offers you hydration and sun protection is key for even 5 minutes outside.
Any toners or essences you find yourself recommending over and over again and what makes them special? I’m hooked on cleansing toners, which are hydrating toners that also have micellar properties to remove makeup and impurities. I love the Acwell Licorice Toner, which is a staple and one of our top toners on Soko Glam. It inspired me to make my own version, the Living Sea Cleansing Tonic, which has gentle exfoliation properties and is extremely hydrating. I use it daily as a second part of my double cleanse, and even simply to remove my makeup and refresh my skin. Most micellar waters in the market leave a greasy feel on your skin, but I made sure that the Living Sea Cleansing Tonic doesn’t.
What are some under-the-radar Korean brands or innovations you’re excited about right now? I love SuperEgg’s Microbiome mist, I use it daily. There’s something to be said about the component and if the mist and the formula in it are compatible.
IOPE has been my go-to for treatments and serums (vitamin C and PDRN) for years now, and their R&D is unmatched against any Korean brands. They literally created the first Korean retinol, and also the cushion compact. You’ll be hearing from them a lot more next year!
VT Reedle’s Exosomes are an inventive way to exfoliate, and hands down PDRN innovation from IOPE (The Caffeine Shot Serum) are great products and flying off the Soko Glam shelves.
K-beauty sunscreens are having a major moment, which ones do you personally use or recommend? I personally use Then I Met You’s Essence Light Sunscreen with SPF 50. I made it for myself, which is perfectly moisturizing without a greasy finish. It’s a great base before makeup.
Can you walk us through your own current skincare lineup? It’s honestly a lot of Then I Met You. Right now it’s The Living Cleansing Balm, followed by the Living Sea Cleansing Tonic to cleanse, tone and prep the skin. I’m using the SuperEgg Micro Biome mist as a hydrating mist. I skin flood with the Then I Met You Giving Essence. I love the IOPE PDRN Caffeine Shot serum for more bouncy elastic skin. I’m testing some formulations for new product development in the serum category. Then I lock it in with a sunscreen, the Essence Light Sunscreen, mixed with a tiny bit of base makeup from JungSaemMool.
Any cult products from your early Soko Glam days that still hold up years later? Hands down I keep going back to the Neogen Micro Essence and the Klog Soft Shield Pimple Patches. They are classics, and will never be replaced from my routine.
If you had to name one “unsung hero” product category in K-beauty, what would it be? Korean makeup and lip products are unmatched. Around 8 years ago, I had predicted Korean makeup would be taking off. I was wrong, the US was not ready for it yet. But now with Korean beauty 2.0, I see makeup taking off at a faster clip.
What’s the next big thing in Korean skincare and what should we be watching for? We’ll see a huge surge of devices with the success of Medicube. It’s also categories outside of skincare that are untapped that will start to glow up. Hair, makeup and fragrances, get ready!
