FIDM Graduate Sarah Choi Launches Skincare Brand AS OF TODAY

Born in Seoul, South Korea, Sarah Choi moved to Southern California with her brother and grandparents when she was 14 years old. She graduated from Torrance High School in California, and attended USC where she earned her Bachelor of Science Degree in Business Administration with an emphasis on Information and Operation Management. She graduated summa cum laude in 2002 from FIDM with her degree in Merchandise Marketing, and has had an impressive career in beauty product development and fashion. She returned to FIDM in 2019 to pursue an Advanced Study Degree in Beauty Marketing & Product Development, and recently launched a skincare brand, AS OF TODAY. Currently headquartered in New Jersey, she is planning to relocate her brand to New York in 2023. We caught up with her to learn more.

Tell us about your brand, AS OF TODAY, and what inspired you to create it: When I do my skincare routine every morning and night, I wonder if there are products that comfort, refresh, and motivate me. This inspired me to share that feeling of support with everyone. I wanted to make products that felt like a friend that lifts you on your busiest days. I created this brand to celebrate individuality and beauty. AS OF TODAY, is all about being confident, overcoming adversity, and dedicating yourself to being better than yesterday, as of today.

What sets your skincare brand apart from others? Clean ingredients, honest quality, high efficiency. We aim to inspire a positive, modern, and effective skincare routine.

Tell us about your choice to use ingredients from Paris: I have tested so many ingredients and this is the most exclusive and innovative peptide ingredients that work for all skin types.

You use R-Peptide in your product. What it is? R-Peptide is a naturally derived neuro-calming peptide acting on opioid receptors. It reactivates skin barriers thus reversing signs of stress-aging, restructures mature skin, smooths the surface of the skin, promotes a healthy glow, brightens the complexion and refills deep wrinkles. Results take 2 to 8 weeks, with a visible reduction of wrinkles and smoothing of the skin and increased hydration. We are formulated without parabens, mineral oil, animal oil, phthalates, sulfates, triclosan, talc, retinol, plastic microbeads, hydroquinone, formaldehyde-releasing preservatives, octinoxate and oxybenzone, and DEA/TEA/MEA.

What are your ultimate goals for your company? Our philosophy doesn’t only mean self-love, it also means contributing to people, society, and the earth. Our goal is to promote self-love, positivity and unity through our clean and modern selfcare routines.

How did FIDM help prepare you for your career? The specific major such as Merchandise Marketing helped me to focus and motivate me more directly in the fashion field. My advisor, Alex Bruzzese, was always encouraging me to be positive and take a career risk that helped me succeed.

Anything else you’d like to share? I encourage FIDM students to keep moving forward, always stay positive and smile. 😊

Follow AS OF TODAY on Instagram @asoftoday.official