Founded by Charlotte Cho, who is also the co-founder of Soko Glam, Then I Met You is a beauty brand that offers clean, sustainable skincare products with the aim to create a positive difference in the community where people seek the guidance of self-awareness.
During the process of Then I Met You’s launch, Cho was inspired by the Korean concept of “Jeong”: a deep and meaningful connection that one can develop for people, places, and things. It goes deeper than any kind of deep feeling; love, friendship, etc. But it grows stronger with time. By practicing and learning about ‘Jeong’, you will be able to discover a lot about yourself. Reconnecting with your mind and body is one of the main principles of this practice.
“In the past 10 years of getting introduced to Korean beauty, and then Soko Glam, I’ve reached a new turning point,” explains Cho about her thoughts on creating Then I Met You. “I’m ready for something that can help me go deeper in the things that really matter to me. With this new line, I wanted to embody what I’m personally going through and what’s important to me.”
Inspire others to create meaningful connections, and to transform the way you feel and how you live. As “Jeong” has its own principle that has a deep and meaningful connection, Then I Met You deeply commits to their responsibility towards sustainability as well. Selfcare is always connecting to nature in some other way. Taking care of yourself means also being responsible for what you consume. Living mindfully means always including our environment.
Then I Met You strictly practices cruelty-free production, with their ingredients and suppliers registered in Leaping Bunny’s The Corporate Standard of Compassion for Animals. Furthermore, their packaging and productions are 100% recyclable. In this way, they can achieve reducing their waste from the production line and consumers can reuse each container once the product is used.
As a Korean-American, who has been working in the beauty industry and deeply cares about ‘Jeaong’, Cho said this mindset can inspire their business in a better way.
“Taking your time and not rushing the process can help you cut through the noise and really stand out and be differentiated,” says Cho. “That’s also the benefit of purchasing from an indie brand, as a consumer — because you know the founders involved are truly putting their heart and soul into investing their time in producing products that they can be proud of because their name is behind it.”
“Korean beauty is now synonymous with quality skincare,” adds Cho. “Korean beauty ultimately is helping the U.S. adopt good skin habits and skin-care education. That will never stop. People will always want someone to help guide them because skincare is such a customizable experience.”
Even from outside of the U.S. Korean beauty has been known as the pioneer of quality products. There is some sort of trust that Korean Beauty would work better. However, Then I Met You is quite different and unique from others. There are not many beauty brands that also guide your inner growth. Nowadays, a wellness lifestyle is what most people seek. Showing inner growth guidance and creating a community to advocate for others is a very unique way to approach business. Then I Met You is growing by providing its quality products that can remind people to slow down and enjoy the beautiful moment in their life.
All images in this article are courtesy of Then I Met You.
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