U.S.

Gua sha, sheet masks and why it’s important to celebrate Asian beauty

YouTube is full of videos promoting 10-step skincare routines, and supermarkets are stocked with serum-soaked sheet masks — all while gua sha results go viral on TikTok. But do you know the origins of these products and practices? Maybe not. And that’s a problem. 

As beauty routines like these surge in popularity in the U.S., their rich Asian history often gets erased or the products are whitewashed, which is harmful to the communities who created them. 

Charlotte Cho, co-founder of Soko Glam, a company that specializes in Korean beauty products from sheet masks to cleansing balms, has been helping to introduce Korean beauty to the U.S. for almost nine years.

“As time goes on, I think people are forgetting that these innovations are coming from Korea,” she says. “A lot of the Western and American brands are adopting these ingredients and products into their own product line, but oftentimes the way in which they introduce a product doesn’t shed light on the origin story of the innovation that they adopted from.”



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