Charlotte Cho’s passion for K-beauty goes beyond mere admiration. The creation of Then I Met You was driven by her desire to establish a deep connection with people, places, and the nurturing aspects of life. “I formed a profound bond with my culture and my skin – thus developing a special connection with Korea: It transformed my life,” Charlotte explained.
Drawing inspiration from the modern sensibility of Korean culture, Then I Met You’s formulas pay homage to traditional ingredients like persimmon, ginseng, and fermented rice that have been cherished for generations. Now, with the brand available to beauty enthusiasts in Malaysia, Charlotte invites you to indulge in the experience of using their products and witness the incredible benefits they offer over time.
Hi, Charlotte! Congratulations on Then I Met You launch in Sephora Malaysia! How do you feel about this achievement?
Thank you! I’m thrilled to see Then I Met You popping on the shelves at Sephora Malaysia. It took me and the team several years to get ready for this moment, and it feels great to see it come to life at such a prestigious retailer.
With over 10 years experience in running Soko Glam, was it difficult for you to transition to a single brand focus like Then I Met You?
No, because Soko Glam and Then I Met You go hand-in-hand, and I am still intimately involved in both brands. I let education lead the way in terms of how we bring products to life at launch. I ensure that everything is rooted in trust. I am still leading the curations that come to Soko Glam, and we ensure that everyone found on Soko Glam is something we stand by!
As for Then I Met You, the brand goes deeper in terms of ingredient formulations so that they are effective, and we ensure our products are innovative and sensorial so that you can take delight in your routine.
Korean beauty has been a central emphasis for both Soko Glam and Then I Met You; what draws you to Korean beauty?
I was born and raised in California in the ’90s, and even until my early 20s I had no role models that looked like ‘me’. I was also not proud to be Korean-American. That changed for me after living and working in Korea, where I really grew to be proud of what Korea had to offer.
My favourite part was the beauty culture, where beauty was about how healthy and glowing your skin looked. It was quite different from the beauty standards in the US, where it was more focused on covering up blemishes with makeup and most people were not educated or interested in learning the rituals and science behind skincare.
The Korean beauty movement has created entirely new categories and even inspires people to take care of their skin, which makes me so proud to be Korean American. Sharing more about what makes Korean beauty so special has become the north star in my life.
Then I Met You’s formulations celebrate Korean heritage ingredients like persimmon, ginseng, and fermented rice. Why these three?
It’s not about those three particular ingredients, Then I Met You is about celebrating Korean beauty rituals, heritage ingredients and new innovations as a whole. I am inspired by my experiences curating for Soko Glam, my background as an esthetician trained in the US, and my own personal point of view on beauty for over 12 years, which has allowed me to create award winning products.
Which stereotypes about Korean beauty would you like to see debunked?
That Korean beauty is about the number of steps in your routine. I want people to understand that Korean beauty is about its skin-first philosophy – educating yourself about skincare and getting to the root of your skin conditions, instead of covering them up with makeup. That is the driving force behind Korean beauty’s meteoric rise, and why it is such a big part of our cultural zeitgeist and influence in our daily routine.
Sustainability and ethical sourcing are becoming increasingly important in the beauty industry. How does Then I Met You approach these aspects?
Then I Met You will always make intentional decisions in our product development cycle to ensure that we are cruelty-free, using packaging materials that are recycled or can be recycled, wherever possible. Sustainability is a journey, and unfortunately, there is no one silver bullet. This is despite the fact that many brands try to create a façade that is more eco-friendly, and it can veer into the direction of greenwashing.
As someone who emphasises the importance of a skincare routine rooted in Korean beauty philosophy, how do you see this philosophy evolving in the global skincare market? Especially here in Malaysia.
I personally believe that the routine and ritual of a skincare routine will be essential to see results. You must apply products consistently to see results, and that will never change!
Skincare trends often come and go. How do you ensure that Then I Met You stays relevant while maintaining its core values and principles?
Then I Met You does not chase after trends. While we are inspired by Korean beauty, we are rooted in intentional decisions based on the desire to create products that truly produce results and provide an elevated, sensorial experience that is unmatched.
Share with us three Then I Met You must-haves.
The Giving Essence is the perfect balance of antioxidants, deep hydration, and brightening power. It contains a blend of 78% naturally fermented ingredients and an optimal 5% concentration of niacinamide, which is like a brightening serum and essence married into one.
The Bong2 Bounce Cream, our lightweight hydrating gel-based moisturiser, which is our #2 best-selling in Malaysia right now. It is rich in Vitamin C and Hallabong Extract, leaving your skin with that juicy, dewy glow.
The Living Cleansing Balm, which is a luxurious, sorbet-soft cleansing oil that melts away oil-based impurities including makeup, sunscreen, and excess sebum. It’s our best selling product, with over 15 industry awards in 5 years. Once you try the Living Cleansing Balm, you never go back!
What advice would you give to aspiring skincare entrepreneurs who aim to make a meaningful impact in the beauty industry?
Have your own point of view, and aim to be different. There is no playbook! Whatever has worked in the past, will not likely work again, so you’re going to have to carve your own path!
What’s next for Charlotte Cho and Then I Met You?
Then I Met You has reached an inflection point and it couldn’t be a more exciting time for the brand. We will be launching in several new markets this year!
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