Charlotte Cho, co-founder of online retail haven for K-beauty enthusiasts, Soko Glam, has launched her own skincare brand. Dubbed Then I Met You , the premium line comprises a ‘Living Cleansing Balm’ and a ‘Soothing Tea Cleansing Gel,’ currently available to US shoppers on thenimetyou.com. Although the brand is not being marketed as a K-beauty label, it was inspired by the Korean social connection concept of ‘jeong’.

"People have been asking me for years now when I’d be creating my own products. This journey took about a decade of exploring new trends, trying different products, talking to my community...", said Charlotte Cho in an interview published on the brand’s Instagram account.

The brand introduced itself on Instagram with the statement: "We believe that by adding a little extra effort in the right places, you can create lasting bonds with the people, places, and things that matter most. We challenged ourselves to go deeper with the ingredients that we love, and the rituals we can’t get enough of." The post was accompanied by the hashtag #glowdeeper.

Then I Met You - Photo: Instagram 2018 ©Instagram / @thenimetyou

The K-beauty movement shows no signs of slowing down anytime soon. Sephora unveiled its first-ever K-beauty color cosmetics collaboration in partnership with Memebox back in September, while August saw Korean beauty subscription service FaceTory launch its own face masks. Peach & Lily, a go-to destination for US-based fans of Korean beauty products, also unveiled its own beauty line back in July.