Interview | Charlotte Cho of Then I Met You

Charlotte Cho, a beauty industry vanguard, was named Adweek’s Trailblazer of the Year in 2019 and recognised in WWD’s ‘40 Under 40’ list in 2017. A licensed aesthetician and renowned Korean beauty expert, Cho is widely credited with introducing the 10-Step Korean skincare routine to both sides of the Atlantic.

In 2012, she founded Soko Glam, an online retailer known for its carefully curated selection of Korean skincare and beauty products. Recognising the importance of skincare education, Cho launched The Klog in 2013, an editorial platform dedicated to demystifying Korean beauty and offering expert advice.

In 2015, Cho published her debut book, The Little Book of Skin Care, which quickly became a go-to guide for skincare enthusiasts. Continuing her mission to foster meaningful connections, she launched Then I Met You in 2018, a premium skincare line inspired by the Korean concept of jeong—a profound sense of empathy, generosity, and belonging.

An entrepreneur in every sense of the word, Cho has not only achieved remarkable success but also remained committed to her passion for skincare and community building—all before the age of 40.

We recently caught up with Cho to discuss Then I Met You, her personal skincare routine, and the products she can’t live without.

What inspired you to create Then I Met You?

With years of experience in pioneering Korean skincare innovations through Soko Glam, I’ve been deeply involved in bringing the best of K-beauty to a global audience. Then I Met You is a culmination of this journey, born from a desire to deepen the connection we have with our skincare routines. Inspired by the Korean concept of ‘jeong,’ which signifies profound emotional bonds, I aimed to unite gentle, innovative Korean ingredients with powerful actives to create a line that’s not only efficacious but also a truly sensorial experience. This brand encourages users to engage more thoughtfully with each step of their skincare, fostering a meaningful relationship with their routines and enhancing their overall skin health.

What product is the best introduction to the brand?

Our award-winning and viral Living Cleansing Balm is the perfect introduction to Then I Met You. It embodies our philosophy of intentional, thoughtful skincare, starting with the very first step of double cleansing. Its unique, sensorial and sorbet-like texture, and nourishing potent seaberry content is our philosophy for all of our products in Then I Met You.

What has been the biggest highlight?

One of the biggest highlights for Then I Met You has been the incredible global community feedback and seeing how our products have made a meaningful difference in people’s skincare routines. It’s rewarding to hear that our approach to beauty is resonating and inspiring deeper connections with skincare rituals. We’ve been able to grow very organically this way, and we’re so thankful for our community for spreading the word about Then I Met You!

What is your best piece of advice for those wanting to launch their own beauty brand?

Find your niche and pour your heart into it. The beauty industry might seem crowded, but there’s substantial space for authentic voices and innovations. Focus on creating something meaningful that resonates deeply with a specific audience rather than trying to appeal to everyone.

What’s next for Then I Met You?

We’re so thrilled to have launched in SpaceNK in the UK. It’s the perfect retailer for us as they are focused on education and their Beauty Advisors are so great at helping their clients build a skincare routine. We’re also gearing up for another exciting launch in Sephora US in October!

What does your daily skincare routine look like?

My routine is a testament to the Korean multi-step skincare routine. I start with the Living Cleansing Balm, followed by the Soothing Tea Cleansing Gel for a thorough yet gentle double cleanse. I then apply our Birch Milk Refining Toner, which refines the skin, and sets the perfect base for our Giving Essence to enhance hydration and brightness. During the day, I use the Bong2 Bounce Cream and in the evening go with the Renewing Rich Beauty Cream to cocoon my skin while I sleep. I’m particularly attentive to the textures and scents, ensuring each step not only enhances my skin’s health but also elevates my overall well-being.

What are three beauty products you cannot live without?

Korean beauty products are always my go-to. I’m currently obsessed with the Torriden Hyaluronic Dive-In Serum, Klog Soft Shield Pimple Patch, and the IOPE XP Cushion.

What’s the biggest skincare lesson you’ve learned?

Skincare is personal. What works for one might not work for another. It’s important to understand and listen to your skin’s needs, adapting your routine as those needs change with seasons, age, or lifestyle.

What person or brand would you love to collaborate with?

I would be thrilled to collaborate with Peter Do. His approach to fashion, much like my approach to skincare, emphasizes meticulous craftsmanship, innovation, and a deep respect for tradition while pushing contemporary boundaries.

What’s not getting the attention it deserves in the beauty industry right now?

I believe the industry still underestimates the power of stress management and its impact on skin health. There’s much to explore about how mental and emotional wellness translate into physical beauty, and this connection deserves more spotlight and innovation.

Then I Met You is available at Space NK, Cult Beauty, and thenimetyou.com.