Hey – That K Hoe here.

This is the pseudonym I use while exposing the industry secrets after leaving the beauty industry.

To set everything clear from the start: I am not a dermatologist nor a beauty guru.

As you’ll find out through my posts – thankfully so.

I am however somebody who has spent years inside the skincare industry, and saw more than enough BS to last two lifetimes.

I used to lead branding for a K-beauty company in the heart of Seoul. And prior to that I worked with some of the biggest names in the industry in a different role.

My last position was to make products sound irresistible. To analyze insider data and find the pain points. Amplify them, and then sell the “fix”.

It didn’t matter if the formula was mediocre or the science shaky – what mattered was how well the brand could package insecurity into a purchase.

As people in the industry like to call it “we sell emotions.”

Bullshit.

Emotions, yes – if the real emotion is insecurity and feeling like you’re never enough.

From overpriced moisturizers disguised as “science,” to skinfluencer scripts pretending to be personal, I saw how the entire machine runs on fear.

Fear of aging. Fear of acne. Fear of not being flawless enough.

And behind every “must-have” drop is always a perfectly engineered cocktail of dopamine, desperation, and distraction.

I couldn’t keep watching good people wreck their skin barrier, their confidence, and their wallets chasing something they were never meant to catch.

So I broke the fourth wall.

I created That K Glow to be the place I wish existed when I was stuck in the cycle of overanalyzing, overbuying, and getting zero results to show for it.

Actually – less than zero. I fried my skin barrier multiple times while chasing the industry’s version of “perfect”.

This isn’t a beauty blog. I don’t promote any products in my posts. Skin context is unique – and I won’t compromise your health based off blind recommendations.

I want you to think of That K Glow as your no-BS guide to how skincare really works, and how to spot a marketing overpromise in a space that profits off confusion.

No filters. No miracle cures. No fear tactics.

Just grounded insight on what actually helps your skin – and what’s just hype and overpromises.

You might’ve come across my blunt rants online. Or maybe this is your first time here. Either way, welcome.

This space was built for people who’ve had enough of the noise. Hopefully, you’re one of those us.

If you’ve ever felt like skincare got more complicated the deeper you got into it, or if you’ve ever felt like the industry is playing you…

You’re not wrong.

And you’re not alone.

Welcome to the clarity-driven community.

– K. Hoe