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Soko Glam co-founder Charlotte Cho was in Singapore for the launch of her new brand Then I Met You at Sephora.
if you subscribe to the 10-step Korean skincare routine and copped a flawless mien as a result then you have Charlotte Cho to thank.
Over a decade ago, when Cho co-founded Soko Glam – kind of like the online version of Olive Young in North America – she shared with American beauty editors that her friends in her motherland Seoul would have 10 beauty items on their vanity.
Besides helming one of the biggest purveyors of K-beauty in the US, the go-getting 38-year-old tapped into her "jeong" (the Korean word for a feeling of loyalty and strong connection to people and place) of her East-meets-West background to develop a K-beauty-inspired brand of her own.
Cho built TIMY organically, mostly by word of mouth and intentionally kept the brand’s progression slow but steady. “It’s been five years and I only have nine products,” Cho shared introspectively.
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“When Soko Glam first started
and I was talking to all the American beauty editors.
I told them about how my friends in Korea
would have 10 products on their vanity
and so the editors went,
‘Oh, so like 10 steps?’ and
that quickly became viral,
” recalled Cho with a chuckle.
