Then I Met You

What Then I Met You does

Then I Met You is a US-based direct-to-consumer K-beauty skincare brand founded in 2018 by Charlotte Cho, a recognized K-beauty expert and co-founder of Soko Glam. The company operates as a private LLC headquartered in Brooklyn, New York, and outsources product formulation and manufacturing to leading Korean cosmetic chemists and manufacturers based in Seoul. Its product portfolio covers the full multi-step skincare routine: oil and water-based cleansers (Living Cleansing Balm, Soothing Tea Cleansing Gel, Living Sea Cleansing Tonic), treatment products (Birch Milk Refining Toner, The Giving Essence, Rosé Resurfacing Facial Mask), moisturizers (Renewing Rich Beauty Cream, Bong² Bounce Cream), eye care (Snail Mucin Eye Cream), SPF (Essence Light Sunscreen SPF 50 PA+++), and lip care, alongside curated bundle sets, a gua sha tool, branded apparel, and digital gift cards.

The brand's technical differentiation rests on proprietary ingredient complexes developed with Korean manufacturing partners: the Quad Ginseng Complex (steamed and dried nine times), naturally fermented ingredient blends at 78-80% concentration featuring galactomyces from sake fermentation, a signature AHA|BHA Rose Complex at 6.4%, and a Volufiline + Snail Mucin Complex combining 5% plant-based plumping peptide with 30% ethically sourced snail mucin. Products are positioned as free from artificial colorants, parabens, silicones, alcohol, and synthetic fragrances, with cruelty-free and sustainability commitments, and clinical or consumer-tested efficacy claims.

The business model is a single-channel Shopify-powered DTC e-commerce operation targeting US consumers, with no disclosed wholesale, marketplace, or international distribution. Products are priced $15-$58 individually and $70-$210 in bundles, with digital gift cards from $20-$200 generating upfront cash receipts. Customer acquisition is driven by founder-led storytelling around the Korean cultural concept of 'jeong', earned media in major publications (New York Times, Allure, Glamour, Harper's Bazaar, Vogue), Instagram-led community engagement, and non-profit partnerships. The company has no disclosed external funding, operates with 11-50 employees, and reports revenue as not publicly disclosed.

Name

Then I Met You

Legal name

Then I Met You, LLC

Website

https://thenimetyou.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Then I Met You is a US-based direct-to-consumer K-beauty skincare brand founded in 2018 by Charlotte Cho, selling a full multi-step routine of cleansers, toners, essences, moisturizers, SPF, and masks through its Shopify website, formulated with Korean manufacturers and proprietary ingredient complexes targeting K-beauty enthusiasts.

Ownership category

akta.pro rank

Product category

K-Beauty Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Eye & Lip Skincare (CRABAAAC)

Keywords

• K-beauty skincare
• Korean skincare products
• Clean beauty skincare
• Multi-step skincare
• Fermented skincare ingredients

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: Primary revenue stream through direct-to-consumer online sales of skincare products. Customers purchase individual items or curated sets through the company's Shopify-powered e-commerce website. Revenue generated from one-time product purchases and bundled kit sales at various price points ($15-$210).
2. Gift Cards: Digital e-gift cards sold in denominations from $20-$200, generating upfront cash receipts that are redeemed at checkout over time. Available for purchase as gifts or personal use.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Then I Met You is a K-beauty skincare brand that designs, develops, and sells a multi-step skincare routine portfolio through its direct-to-consumer e-commerce website. The brand manufactures its products in South Korea with leading cosmetic chemists, featuring proprietary complexes like Quad Ginseng, naturally fermented ingredients, and AHA|BHA Rose Complex. Its offering spans cleansers, toners, essences, moisturizers, sunscreens, eye creams, lip treatments, facial masks, plus curated bundles, a gua sha tool, gift cards, and brand-published book.

Product overview

Then I Met You is a K-beauty skincare brand founded by Charlotte Cho, offering a comprehensive portfolio of sensorial skincare products inspired by Korean beauty traditions and innovative science. The core product line centers on a multi-step skincare routine philosophy, featuring: Cleansers (Living Cleansing Balm oil cleanser, Soothing Tea Cleansing Gel water-based cleanser, Living Sea Cleansing Tonic); Treatment products (Birch Milk Refining Toner, The Giving Essence, Snail Mucin Eye Cream, Rosé Resurfacing Facial Mask); Moisturizers (Renewing Rich Beauty Cream, Bong² Bounce Cream); and Sun protection (Essence Light Sunscreen SPF 50). The brand also offers bundled product sets including The Cleansing Duo, The Skin Balancing Duo, The Renewing Duo, Protect & Purify Duo, Deep Hydration Essentials Set, and Everyday Essentials Edit for streamlined routines. Additional offerings include the Golki Sculpt & Lift Gua Sha Roller tool, The Little Book of Jeong (by founder Charlotte Cho), Periwinkle Pullover apparel, and E-Gift Cards. Key heritage ingredients include fermented rice, ginseng (Quad Ginseng Complex), persimmon, seaberry/sea buckthorn, and snail mucin, all formulated with Korean innovation and sustainability commitments.

Differentiator

Problem solved

Functional benefit

Products and services

• Living Cleansing Balm An award-winning oil-based cleanser with a sorbet-soft texture that melts away makeup, sunscreen, and excess sebum while nourishing skin with antioxidants, essential fatty acids, and vitamin E from seaberry, olive, and persimmon oils. For consumers seeking an effective first step in a double-cleansing routine.
• Soothing Tea Cleansing Gel A sulfate-free, pH-balanced gel cleanser with fermented rice water, PHAs, and tea tree that gently removes water-based impurities while brightening and calming skin with a jelly-like texture. Designed as the water-based second step in a double-cleansing routine.
• Birch Milk Refining Toner A milky acid toner combining 76% birch juice with 1% AHA/PHA blend (glycolic, lactic acid, and gluconolactone) for gentle daily exfoliation that hydrates while smoothing fine lines and refining pores.
• The Giving Essence A silky treatment essence with 78% naturally fermented ingredients and 5% niacinamide that brightens, deeply hydrates, and strengthens skin barrier using galactomyces, ellagic acid, polyglutamic acid, and antioxidant-rich berries.
• Renewing Rich Beauty Cream A rich, silky moisturizer powered by proprietary Quad Ginseng Complex (Black Ginseng, Panax Ginseng Root Water, Seed Oil, and Red Ginseng) that delivers antioxidants and lasting hydration with baobab, squalane, and hyaluronic acid.
• Snail Mucin Eye Cream A plumping eye cream combining 5% Volufiline and 30% Snail Mucin Complex to firm, smooth fine lines, reduce puffiness, and reduce dark circles, featuring a cooling ceramic applicator tip.
• Bong² Bounce Cream A lightweight gel barrier cream featuring Hallabong ResilienC Barrier Complex (Vitamin C-rich Hallabong extract from Jeju Island) with squalane and ceramides that delivers 4x hydration and 9x improved elasticity immediately after use.
• Essence Light Sunscreen SPF 50 PA+++ A lightweight chemical sunscreen with broad spectrum SPF 50 protection in a ferment-enriched formula containing ceramides, hyaluronic acid, and provitamin B5 that blends invisibly on all skin tones for a dewy finish.
• Living Sea Cleansing Tonic A multi-tasking cleansing toner with 85-86% deep sea water sourced from Gangwon, Korea, combined with papaya enzymes, licorice root, seaberry, and persimmon extract that micro-emulsifies makeup while hydrating and toning.
• Rosé Resurfacing Facial Mask A 15-minute at-home Korean acid mask with 6.4% AHA|BHA Rose Complex (6% glycolic/lactic acid + 0.4% salicylic acid), resveratrol, and real Damask Rose petals that resurfaces and brightens without compromising skin barrier.
• Honey Dew Lip Mask A versatile lip treatment with antioxidant-rich honeydew, squalane, and lactic acid that works as a daily glossy balm or intense overnight treatment, featuring a hygienic silicone tip applicator.
• The Cleansing Duo A duo set combining the Living Cleansing Balm (oil-based cleanser) and Soothing Tea Cleansing Gel (water-based cleanser) for a complete double cleanse ritual that removes both oil and water-based impurities.
• The Skin Balancing Duo A duo combining Birch Milk Refining Toner and The Giving Essence for balanced, brightened, and strengthened skin through complementary exfoliation and deep nourishment.
• Protect & Purify Duo A morning-to-night duo pairing Essence Light Sunscreen SPF 50 with the Living Cleansing Balm for daily protection and evening purification that removes sunscreen without stripping moisture.
• The Renewing Duo A duo combining Rosé Resurfacing Facial Mask and Renewing Rich Beauty Cream for weekly resurfacing followed by replenishing hydration, delivering post-facial glow at home.
• Deep Hydration Essentials Set A 5-step routine set including Living Cleansing Balm, Soothing Tea Cleansing Gel, Birch Milk Refining Toner, The Giving Essence, and Renewing Rich Beauty Cream for comprehensive hydration and barrier strengthening.
• Everyday Essentials Edit A minimalist 3-step daily skincare set with Living Sea Cleansing Tonic and Renewing Rich Beauty Cream for streamlined cleansing and moisturizing when time is limited.
• Glass Skin Trio A 3-step routine collection designed to achieve smooth, luminous glass skin through cleansing, treatment, and moisturizing.
• Glow Deeper Ritual Kit A complete routine kit designed for deeper hydration and glow, combining multiple products for an elevated skincare ritual.
• Hydrate & Protect Ritual A daily hydration and SPF protection routine combining moisturizing products with sunscreen for comprehensive skin care.
• Golki Sculpt & Lift Gua Sha Roller A dual-ended gua sha tool rooted in ancient Chinese practice and Korean Golki massage technique, designed to lift, sculpt, and define facial contours while promoting lymphatic drainage and circulation.
• E-Gift Card Digital gift cards available in denominations of $20-$200, delivered via email for recipients to redeem at checkout.

Quantifiable outcome

• 100% agree it plumps and smooths fine lines & wrinkles, 100% agree it firms the under-eye area, 97% agree it reduces dark circles (Snail Mucin Eye Cream clinical study)
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers the Then I Met You e-commerce platform, enabling the direct-to-consumer online shopping experience. Shopify handles payment processing, order management, and provides the technical infrastructure for the website. The brand's privacy policy explicitly acknowledges Shopify's role in collecting and processing customer data.
• Heart of DinnerminorOthersThen I Met You donated $10,000 of proceeds to Heart of Dinner, a non-profit dedicated to delivering hot meals and fresh produce to New York City's elderly AAPI community struggling with food insecurity. This reflects the brand's 'Jeong' philosophy of community giving.
• Gold HouseminorOthersThen I Met You and Soko Glam partnered with Gold House, a non-profit committed to unity and representation of Asians and Pacific Islanders in America, to host a virtual screening of Minari.
• A24minorOthersPartnered with Soko Glam and Gold House to host a virtual screening of Minari, a film about the Korean-American immigrant experience.
• Korean Cosmetic ManufacturerscoreStrategic or Co-development PartnerAll products are created with leading manufacturers and cosmetic chemists in South Korea. The company works closely with Korean cosmetic chemists to develop unique textures and formulations. Manufacturers are certified as providing ethical and safe working conditions and are consistently monitored by teams in the country.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Drunk Elephant:
• Laneige: AmorePacific-owned K-beauty brand with water-based hydration hero products. Comparable on K-beauty prestige positioning, fermented/water-based formulations, and DTC-plus-retail distribution at scale.
• Sulwhasoo: AmorePacific-owned heritage Korean skincare brand featuring ginseng-based formulations. Strongly comparable on ginseng-and-heritage-ingredient narrative and K-beauty authority, though operating at significantly larger scale and global retail presence.

Direct peers

• Glow Recipe: K-beauty-inspired DTC and Sephora-distributed skincare brand founded by two Korean-American women. Directly comparable as a premium indie K-beauty brand with proprietary fruit-forward formulations, similar price points, and a community-led GTM motion.
• Krave Beauty: K-beauty DTC skincare brand founded by Liah Yoo with a barrier-repair, minimalist-routine philosophy. Directly comparable in K-beauty positioning, founder-led content-driven GTM, and similar price band.
• Tatcha: Japanese- and Korean-inspired prestige skincare brand with heritage-ingredient positioning, sold DTC and through Sephora. Comparable on premium positioning, heritage-ingredient storytelling, and rice/ferment-based product architecture.
• Soko Glam: Founded by the same founder (Charlotte Cho), Soko Glam is a K-beauty e-commerce retailer that curates Korean skincare brands including Then I Met You. Highly comparable given shared founder DNA, K-beauty positioning, and DTC e-commerce model.
• Youth To The People: Indie prestige skincare brand sold DTC and through Sephora, built around superfood and clean formulations. Comparable on premium indie positioning, founder-led brand story, and similar hero-product-driven GTM.
• Peach & Lily: K-beauty DTC skincare brand founded by Alicia Yoon, distributed through its own site and Sephora. Closely comparable on positioning (Korean heritage ingredients, glass-skin routines), pricing, and founder-led DTC-plus-retail model.

Emerging players

• Topicals: Early-stage DTC skincare brand targeting skin concerns (acne, hyperpigmentation) with clinical, ingredient-led positioning. Comparable as a culturally-rooted indie skincare brand competing in the same editorial-award-driven discovery ecosystem.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thenimetyou
• Xx.com/thenimetyou_

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Then I Met You