Cho said that epidermal growth factor (EGF) has become increasingly popular in Korea. For those unaware, it's a naturally occurring substance in our bodies (like collagen) that dramatically drops off once we hit age 29. Consider it a gentler but highly effective alternative to retinol.
A few brands use EGF in their products in the US, but those products tend to be pretty expensive at this point, so the ingredient hasn't become mainstream. That's about to change, though, Cho said, and she believes the brand EasyDew Ex will play a big role in that.
"This has been a really interesting topic that I've been keeping up with for a long time. I wanted to make sure that if we introduced a product to the store that it was well-vetted and well-studied," Cho said.
She explained that EasyDew Ex is a product line sold by the South Korean pharmacy that actually developed and patented medical-grade EGF. It does sell the technology to other companies, but because EasyDew Ex is able to create products itself using its own patented technology, it's able to sell at lower price points.
Soko Glam sells three EasyDew Ex products, including Repair Control Renewal Moisture ($55), Repair Control Active Soothing Serum ($78), and Repair Control EGF ($88).