K-beauty is largely responsible for the normalization of 12-step routines with toners, serums, exfoliators, mists and more. While that can be a lot of fun — and give you a glass skin effect — it can also be overwhelming, expensive and time-consuming. And is it all really that necessary? That’s what Sumin Lee, co-founder of Korean skin-care favorite Beauty of Joseon, wants you to consider. Her new brand Depthi’s tagline is “Fewer Steps, but Better Ones.”

If Depthi — which made its debut this week — sounds familiar, you might have seen it on TikTok. Last month, pop superstar Zara Larsson posted TikToks wearing Depthi’s unreleased dolphin-shaped under-eye patches. Lee gifted Larsson the Blue Peptide Eye Patches and the singer posted them organically, a nod to her viral “dolphin” pose.

But the founder didn’t set out to launch with a celeb-driven marketing campaign.…