About
The team behind ChokChok
Real people, real testing, no sponsored placements. Everything you read here was written by humans who actually use the products — not a press kit, not an LLM rewrite of a brand's marketing.
Matt Delac
Founder & editor-in-chief
Matt started ChokChok after years of testing K-beauty on his own face and getting tired of the noise — every product a "10/10 holy grail," every ingredient a "miracle," nothing actually rated against evidence. The site is the version he wished existed: honest editor scores, real ingredient analysis, and a tone you'd actually read for fun. He oversees every product rating and every editorial decision.
ChokChok Editors
Editorial collective
Behind the "ChokChok Editors" byline is a small group of contributors — long-time K-beauty obsessives, one ex-cosmetic-chemist consultant, and the editor-in-chief — who research, test, and write together. Articles go through editorial review before publication; ingredient and treatment pages pass an additional fact-check against the cited sources.
Editorial standards
How we work
- No paid placements. Brands cannot pay to be listed, ranked higher, or featured. If a brand sends us product, we say so on the page; the rating is the same either way.
- Affiliate links, transparently. Some retailer links are affiliate. We pick the retailer most likely to have the product in stock at a fair price — affiliate revenue never influences editorial decisions, and you can see every retailer we link from on the product page.
- Evidence, not vibes. Ingredient ratings reflect the strength of peer-reviewed research at typical use concentrations. We cite the studies. When the research is mixed or preliminary, we say so.
- Hands-on testing. Editor ratings are based on real use — at least two weeks of daily wear for a leave-on product, longer for things meant to show results over months.
- Updates, dated. Every detail page shows when it was last reviewed. Ratings change when the formula changes, when new evidence emerges, or when our long-term testing reveals something the first review missed.
- Not medical advice. Skincare is a magazine, not a clinic. For medical conditions (severe acne, melasma, rosacea, pregnancy concerns) please see a board-certified dermatologist.
Get in touch
Spotted a factual error, want to suggest a product, or have a question we should add to the FAQ? We read every message — drop a note via the feedback page.