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. The press swiftly interpreted that to be the 10-step Korean routine and years later, many still identify with that as the holy grail. 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. In Cho’s own words, Then I Met You (TIMY) is rooted in “Korean ritualistic beliefs but with a Western kick”. Source link