MiiN Cosmetics, a forerunner of Korean beauty in Europe, is boosting its growth all over the continent. Established by Lilin Yang, the retailer currently manages 45 points of sale and intends to reach 50 by the close of 2025. With strategies to broaden to 200 locations by 2028, MiiN is continuing to capitalize on the increasing fervor for Korean beauty products. Premium Beauty connected with the firm to examine its growth aims and lasting approach.
European clientele are now deeply familiar with K-beauty. They’ve perfected the steps, monitor new releases on social platforms—notably TikTok—and walk into shops knowing precisely what they need. “A decade ago, nobody in Europe recognized K-beauty. These days, our shoppers come in with specific demands,” stated Lilin Yang, founder of MiiN Cosmetics. This enthusiasm is demonstrated in the company’s outcomes: MiiN predicts revenue of EUR35 million this year, a 40% surge following 2024’s remarkable 63% increase, when sales totaled EUR25 million.
A robust network
MiiN Cosmetics presently operates two shops in France, both situated in Paris, along with a now permanent corner at BHV Marais, and recently celebrated the debut of its initial store in Portugal last September. The brand also features roughly forty points of sale across Spain, Italy, and Germany. Virtually, MiiN connects with shoppers via a multilingual e-commerce website and five dedicated Instagram feeds. Its subsequent ambition: to intensify its footprint in current markets while entering into fresh ones, especially Switzerland and Greece.
Within the French market, MiiN Cosmetics is still seeking a location in the Marais area of Paris to unveil its inaugural flagship shop. The retailer also intends to launch boutiques in other French locales, such as Lyon, Marseille, and Bordeaux. “We’re looking for the ideal space for our Paris flagship — a location that will present in-cabin facial treatments, nail services, and a lively schedule of events. French customers are inquisitive and hungry for engaging experiences, so I’m certain that a MiiN Cosmetics flagship will resonate effectively in France,” the CEO clarified. In the future, she foresees a flagship in each European capital where the brand exists.
MiiN Cosmetics also participates in the B2B realm, supplying Korean brands to department stores, concept shops, independent boutiques, and beauty parlors, and is witnessing 30% expansion in this sector. To bolster its progress in this space, the company took part in several European trade fairs this year and intends to be present at Pharmagora, the International Aesthetics & Spa Congress in Paris, Cosmoprof Worldwide Bologna, Infarma in Barcelona, and Beauty Düsseldorf.
New product types and numerous brands
“We have hastened the import of new brands this year, both in established segments and in emerging ones like perfume, makeup, body treatments, and hair products, whose offerings have already been or will be integrated into all MiiN Cosmetics locations by the start of 2026,” explains Lilin Yang.
To accomplish these objectives, the specialized staff doubled in size between 2024 and 2025, and a fresh budget will be assigned to this function in 2027. Among the labels recently incorporated into the selection, shoppers can discover Torriden, which requires no introduction, along with Mixsoon and Medicube for face treatments, Rated Green and Aromatica for hair solutions, Chwi for fragrances, and Dear Doer for body products.
MiiN Cosmetics presently distributes 80 brands, a number predicted to climb to more than 100 by the initial quarter of 2026. “While specifics remain private, I can reveal that next year we will introduce two further internal brands,” says the founder. “They will enhance our existing skincare lines, Meisani and Ondo Beauty, with unique and innovative concepts.”
Sheet masks: a French favourite
“Handy, enjoyable, and economical, sheet masks are extraordinarily well-liked in France. They’re our top sellers, closely accompanied by serums, lotions, and, naturally, sleeping masks,” clarified Lilin Yang. She mentioned that French women are deeply dedicated to their facial skincare procedures, although they often perceive the Korean system as overly time-consuming.
“Shoppers are now persuaded of the advantages of double cleansing but remain doubtful about using SPF daily,” she added. “We regularly provide two in-store masterclasses, both of which are consistently fully booked: one introduces attendees to the Korean skincare procedure, and the other assists them in perfecting it. Starting next year, we’ll also be offering a much-anticipated masterclass devoted to Korean makeup styles,” she concluded.
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