In Korean, “chok chok” is a phrase that describes luminous and moist skin. It’s another way of saying that your face looks as gorgeous as a glazed donut. Inspired by this phrase, Yayoua Yang, a University of MN Twin Cities student, created a beauty line aptly named Chok Chok. Choosing a holographic packaging design helps showcase the products’ luminance to the consumer in an artfully tasteful manner. Overall, the design aesthetic is sleek and straightforward while still appropriately showcasing the qualities and scents within each package.

“Chok chok” is a skincare term that’s well-known among K-beauty enthusiasts and focuses on reinstating youthful plumpness. Similar to K-beauty counterparts “the 7 skin method” and “glass skin,” chok chok requires supplementing the skin with intense hydration. In Korean, “chok chok” translates into “damp” or “moist.”