If you’ve been eagerly waiting to get your hands on the delicious buttery-soft, honey-coloured Living Cleansing Balm from Korean-inspired beauty brand Then I Met You, the wait is finally over because the brand is now available to buy in the UK via Cult Beauty.
Founded in 2018 by esthetician and beauty entrepreneur, Charlotte Cho — who is the brains behind Soko Glam, a marketplace specialising in Korean beauty — Then I Met You is inspired by the Korean concept of “jeong”, which evokes a feeling of affection or empathy for people, places, and things. Then I Met You isn’t just about results (though they are, of course, very important to Cho), but also about the connection we have to our routines, and specifically our skin-care routines and skin health. In fact, the concept of “jeong” means so much to Cho that she recently wrote a whole book about it titled The Little Book of Jeong: The Korean Art of Building Deep Connections – and How It Changed My Life.
“I wanted someone to see our products on their vanity and be inspired to build deep and meaningful connections,” Cho said during the brand’s UK launch event. “It might mean something different to each and every one of you. When I think of “Then I Met You”, I think of someone or something that inspired me and made my life for the better. For me, that’s Korea; Then I Met… Korea. It really encouraged me and inspired me to create Soko Glam; it changed my life. There are a lot of different meanings for me — Korea, skin-care, my husband, and my daughter that I just had,” she added. “It represents a turning point, a transformative moment in your life.”
As for the product selection, expect to find luxurious and hard-working formulas (that all smell delicious) inside pretty periwinkle packaging. Whilst the Living Cleansing Balm is undoubtedly one of the most sought-after products in the line-up (especially after Caroline Hirons dubbed it as her 2020 product of the year), let’s not forget the equally fabulous Giving Essence and Honey Dew Lip Mask.
Shop some of the Then I Met You products on Cult Beauty ahead.