A Message from Catherine

Hello, lovely, and welcome. 

Whether you’ve been a part of the SoYoung community since our beginnings in 2010 or are new to our brand, I’m so happy that you found us!

20 years ago, I got clean from a drug addiction (you can read the whole story in the link below) which started me on a journey of personal healing that continues to this day.

That journey is what propelled me to start SoYoung; I had lived a good portion of my life believing in my own lack, with an overwhelming sense of unworthiness. The only way I found to counter this belief was to take responsibility for my own choices, decisions, lifestyle, and goals, which ultimately lead me to have the courage to think bigger, believe in my own capabilities and pursue a greater vision.

The pursuit of this vision required me to work through my doubts and fears and believe in myself, and in the process of doing this, I became a different person. I believe every human being is born whole, but over time we tune ourselves out, and listen to the people and world around us, forgetting our birthright. Then, we spend the rest of our life seeking to recover our natural state.

Today my life is filled with self-care practices such as daily mediation, healthy eating and physical fitness, all of which keep me grounded and mission focused.

SoYoung is an extension of my desire to add beauty and wellness to the world while inspiring people to continually take positive action in the direction of their dreams.

May your dreams be sweet and bigger than you thought possible!

Catherine Choi, Founder, SoYoung. 

You can read about my full journey here


SoYoung currently only ships to addresses within continental North America. For inquiries regarding international retailers and distribution, email us at


We ship anywhere in continental North America, however if your shipping address is in Canada you’ll have to place your order in the Canadian Store.