European shoppers now know Ok-beauty inside out. They’ve mastered the routines, comply with product launches on social media—particularly TikTok—and are available into shops realizing precisely what they’re searching for. “Ten years in the past, nobody in Europe had heard of Ok-beauty. Right this moment, our prospects arrive with exact expectations,” mentioned Lilin Yang, founding father of MiiN Cosmetics. This ardour is mirrored within the firm’s outcomes: MiiN forecasts income of EUR35 million this yr, a 40% rise after 2024’s spectacular 63% progress, when gross sales reached EUR25 million.
A strengthening community
MiiN Cosmetics at present runs two shops in France, each in Paris, in addition to a now everlasting area at BHV Marais, and just lately celebrated the opening of its first retailer in Portugal final September. The model additionally boasts round forty factors of sale throughout Spain, Italy, and Germany. On-line, MiiN reaches shoppers by a multilingual e-commerce web site and 5 devoted Instagram accounts. Its subsequent purpose: to deepen its presence in present markets whereas increasing into new ones, notably Switzerland and Greece.
Within the French market, MiiN Cosmetics continues to be searching for a location within the Marais district in Paris to open its first flagship retailer. The retailer additionally plans to ascertain boutiques in different French cities, together with Lyon, Marseille, and Bordeaux. “We’re trying to find the proper spot for our Paris flagship — an area that can supply in-cabin facial therapies, nail providers, and a vibrant program of occasions. French shoppers are curious and looking forward to immersive experiences, so I’m assured {that a} MiiN Cosmetics flagship will resonate strongly in France,” defined the CEO. In the long run, she envisions a flagship in each European capital the place the model is current.
MiiN Cosmetics additionally operates within the B2B sector, distributing Korean manufacturers to department shops, idea shops, impartial boutiques, and wonder salons, and is experiencing 30% progress on this phase. To help its improvement on this space, the corporate participated in a number of European commerce exhibits this yr and plans to be current at Pharmagora, the Worldwide Aesthetics & Spa Congress in Paris, Cosmoprof Worldwide Bologna, Infarma in Barcelona, and Magnificence Düsseldorf.
New product classes and dozens of manufacturers
“We have now accelerated the import of latest manufacturers this yr, each in present segments and in new ones resembling fragrance, make-up, physique care, and hair care, whose merchandise have already been or will probably be launched into all MiiN Cosmetics factors of sale by the start of 2026,” explains Lilin Yang.
To achieve these targets, the devoted staff doubled in dimension between 2024 and 2025, and a brand new price range will probably be allotted to this service in 2027. Among the many manufacturers just lately added to the cabinets, prospects can discover Torriden, which wants no introduction, in addition to Mixsoon and Medicube for facial care, Rated Inexperienced and Aromatica for hair care, Chwi for fragrance, and Pricey Doer for physique care.
MiiN Cosmetics at present distributes 80 manufacturers, a determine anticipated to rise to greater than 100 by the primary quarter of 2026. “Whereas particulars stay confidential, I can share that subsequent yr we are going to launch two further in-house manufacturers,” says the founder. “They may complement our present skincare labels, Meisani and Ondo Magnificence, with distinct and revolutionary ideas.”
Sheet masks: a French favourite
“Sensible, enjoyable, and inexpensive, sheet masks are extraordinarily well-liked in France. They’re our bestsellers, intently adopted by serums, lotions, and, in fact, sleeping masks,” defined Lilin Yang. She famous that French ladies are extremely dedicated to their facial skincare routines, although they typically discover the Korean routine too time-consuming.
“Shoppers are actually satisfied of the advantages of double cleaning however stay hesitant about making use of SPF each day,” she added. “We recurrently host two in-store masterclasses, each of that are all the time totally booked: one introduces members to the Korean skincare routine, and the opposite helps them excellent it. Beginning subsequent yr, we’ll additionally offer a long-awaited masterclass devoted to Korean make-up strategies,” she concluded.
