Korean skincare: Miin Cosmetics, the European reference beauty store for K-Beauty turns ten

From the skincare Korean there are those who can no longer do without it: since we started talking about it some time ago, to today, the products and rituals used in Seoul and its surroundings have caused a small hurricane in the world of Western cosmetics. Without a doubt, there was a lot of interest in the famous in the beginning 12 steps and then for treatments never seen before, such as fabric masks. Then, quickly, we realized that beyond the initial curiosity there was much more because creams, serums & co. they actually made a difference on the face. If we had the opportunity to experience the effect firsthand and be able to purchase them here too with ease, it is undoubtedly thanks to the store powder pink by Miin Cosmetics.

Lilin Youngthe founderopened the first store in the Eixample district, in Barcelonain 2014. Together with his teaminitially, focused on making known the virtues of skincare Korean to the public who, won over by the quality of the products, allowed the brand to spread first in Spain, then in Munich, Paris and Milan. In ten years the brands it opened well twenty boutiquessmall and welcoming and with an assortment carefully updated based on the latest trends and innovations in terms of formulas and textures.

Do you find that the public has changed in these ten years?

«Very much, at the beginning people came into the store and were extremely curious to understand what kind of products we sold, whether they came from South or North Korea, what they made. There were so many doubts. That’s why we tried to inform ed educate the public as much as possible. We don’t simply limit ourselves to selling a product, we want to explain in a simple and direct way how to best use it and what properties it has. Customers come back because they are satisfied with the results they get, and they remain loyal. On ours channels social we post a lot of content that aims to clarify things better step follow and which ingredients are best suited to your skin. In the store, however, we help people create a customized routine, simpler or more complex, based on the customer’s needs, with a paper schedule to follow at home.”

Is it necessary to have a long and complex routine?

«In Korea people love the skincareevery day there are launches of new products and textures, there is a great desire to try them while also spending a lot of time in front of the mirror. We, however, do not want to force the public to adopt a long and extensive routine. The important thing is to create the right ritualbased on everyone’s specific needs. Often, however, after following the few suggested steps, many find it so good that they return to the store and want to add other steps, such asessence and the serum. For us it is a great satisfaction. Those who don’t have time to physically come to the boutique can book one instead consultancy online to speak with a consultant one-on-one, even if remotely.”

Did you start taking care of your skin early?

«When I was 14, my mother bought me two simple and delicate products, a cleanser and a moisturizer. Winter in Korea is very harsh and my skin was really dry. My mother has been a huge inspiration to me, she’s obsessed with skincare! I remember watching her, fascinated, and that’s how I started to become interested in the topic. When I arrived in Spain, I thought that Europe absolutely had to get to know the world of Korean cosmetics, so rich, interesting and complex, that’s why I decided to create Miin Cosmetics».

What new trends can we expect when it comes to makeup and skincare?

“Side make-upthe brands of foundation cushion they are greatly expanding the availability of shades, reaching as many as 40. This means that it will be much easier to find the shade that best suits everyone’s skin. Another trend very strong is that of collagen masks to leave on all night to obtain an effect plump the next morning. I have some doubts, however, that it will be successful here precisely because it requires a very long exposure time. In Korea, however, they are widely used. For example, I put it on in the evening and leave it on for 3-4 hours, removing it before going to bed. Even the masks peel-off they are very popular: they spread like a cream, after ten minutes they solidify and it is possible to remove them entirely. They have hydrating properties and anti-aging».

In Korea, makeup and cosmetics have a profound meaning. Do you find the approach different here?

«For traditional Korean society, physical appearance reflects a person’s interiority. Having a good presence, therefore, also has a spiritual value. Here in Europe it’s different, of course, but I find that things are changing a lot also thanks to the spread of skincare Korean. Many of our customers say that taking care of their skin allows them to relax, it becomes a way to dedicate time to themselves and free their mind. Taking care of your face and body is no longer perceived as a moment of simple frivolity but is transformed into a profound gesture love for oneself. And this is precisely the message we want to convey.”