The K-beauty 10-step routine, 10 years on 

California-born entrepreneur and esthetician Charlotte Cho has largely been credited for spearheading the involved, “10-step skincare routine” which has become the key representation of Korean beauty. 

It’s been close to a decade since Charlotte coined the term that revolutionised the K-beauty landscape globally. Speaking to Her World, the 38-year-old, who is the founder of K-beauty marketplace Soko Glam and author of “The Little Book of Skin Care: Korean Beauty Secrets for Healthy, Glowing Skin,” is quick to point out that she never meant for the “10-step skincare routine” trend to be a “directive to do ten steps.” Instead, Charlotte saw it as a way “to educate people about the potential steps” and they should “pick and choose (from the different steps) to achieve their skin goals. 

Charlotte candidly admits that she herself has never done the “10-step routine regularly”. Rather than adding more skincare steps, depending on whether she has more time or her skin has more needs, she prefers “doing more layers.” 

“As you get older, you start losing moisture content in your skin. So now, I do more layers like with my skincare essence,” she says. According to Charlotte, “70 per cent of your skincare formulas can evaporate. That’s why it’s so important to layer…and lock in all that with an occlusive (a moisturising agent that forms a protective barrier on the skin surface to prevent moisture loss).” 

Ultimately, the K-beauty pro believes that it boils down to “individual choice, and being educated and making that decision for yourself. Rather than following a trend of 10 steps or ‘skinmalism’, it's what's good for you. Some people love 10 steps as a way of self-care. So it's really about finding your own routine and journey.”

It’s no wonder that Charlotte introduced her sensorial skincare brand Then I Met You that is built on the ethos of taking one’s time and indulging in one’s skincare ritual. 

“Growing up, I didn't think that skincare could be something that could possibly be part of your self-care. But it definitely has transformed into something like that. I really value the scents, the textures and application. I wanted this skincare line to be elevated, almost feel treated like a gift,” she explains. 

Then I Met You was first launched with double cleansing essentials including a cleansing balm and gel. In April, the brand made its debut in Sephora Singapore with a seven-piece line-up that features the cult-favourite cleansing products as well as glow-giving creams, toner, essence and lip mask. 

Beyond its emphasis on self-care, Then I Met you wants to create real change to your skin with the use of premium actives coupled with traditional Korean ingredients. 

“For example, the Giving Essence, it's not just a fermented base of galvanised ferment filtrate, which is a big fermented ingredient in many Korean essences. It has five per cent niacinamide. It is truly effective in that way. Because some people would actually use a five per cent niacinamide serum separately but I combined the two. So it really creates this comprehensive routine. Less steps with a bit of skinmalism,” she explains.