European consumers now know K-beauty inside out. They’ve mastered the routines, follow product launches on social media—especially TikTok—and come into stores knowing exactly what they’re looking for. “Ten years ago, no one in Europe had heard of K-beauty. Today, our customers arrive with precise expectations,” said Lilin Yang, founder of MiiN Cosmetics. This passion is mirrored in the company’s results: MiiN forecasts revenue of EUR35 million this year, a 40% rise after 2024’s impressive 63% growth, when sales reached EUR25 million.
A strengthening network
MiiN Cosmetics currently runs two stores in France, both in Paris, as well as a now permanent space at BHV Marais, and recently celebrated the opening of its first store in Portugal last September. The brand also boasts around forty points of sale across Spain, Italy, and Germany. Online, MiiN reaches consumers through a multilingual e-commerce site and five dedicated Instagram accounts. Its next goal: to deepen its presence in existing markets while expanding into new ones, notably Switzerland and Greece.
In the French market, MiiN Cosmetics is still looking for a location in the Marais district in Paris to open its first flagship store. The retailer also plans to establish boutiques in other French cities, including Lyon, Marseille, and Bordeaux. “We’re searching for the perfect spot for our Paris flagship — a space that will offer in-cabin facial treatments, nail services, and a vibrant program of events. French consumers are curious and eager for immersive experiences, so I’m confident that a MiiN Cosmetics flagship will resonate strongly in France,” explained the CEO. In the long term, she envisions a flagship in every European capital where the brand is present.
MiiN Cosmetics also operates in the B2B sector, distributing Korean brands to department stores, concept stores, independent boutiques, and beauty salons, and is experiencing 30% growth in this segment. To support its development in this area, the company participated in several European trade shows this year and plans to be present at Pharmagora, the International Aesthetics & Spa Congress in Paris, Cosmoprof Worldwide Bologna, Infarma in Barcelona, and Beauty Düsseldorf.
New product categories and dozens of brands
“We have accelerated the import of new brands this year, both in existing segments and in new ones such as perfume, makeup, body care, and hair care, whose products have already been or will be introduced into all MiiN Cosmetics points of sale by the beginning of 2026,” explains Lilin Yang.
To reach these goals, the dedicated team doubled in size between 2024 and 2025, and a new budget will be allocated to this service in 2027. Among the brands recently added to the shelves, customers can find Torriden, which needs no introduction, as well as Mixsoon and Medicube for facial care, Rated Green and Aromatica for hair care, Chwi for perfume, and Dear Doer for body care.
MiiN Cosmetics currently distributes 80 brands, a figure expected to rise to more than 100 by the first quarter of 2026. “While details remain confidential, I can share that next year we will launch two additional in-house brands,” says the founder. “They will complement our existing skincare labels, Meisani and Ondo Beauty, with distinct and innovative concepts.”
Sheet masks: a French favorite
“Practical, fun, and affordable, sheet masks are extremely popular in France. They’re our bestsellers, closely followed by serums, creams, and, of course, sleeping masks,” explained Lilin Yang. She noted that French women are highly committed to their facial skincare routines, though they often find the Korean regimen too time-consuming.
“Consumers are now convinced of the benefits of double cleansing but remain hesitant about applying SPF daily,” she added. “We regularly host two in-store masterclasses, both of which are always fully booked: one introduces participants to the Korean skincare routine, and the other helps them perfect it. Starting next year, we’ll also be offering a long-awaited masterclass dedicated to Korean makeup techniques,” she concluded.
