Discover how Lilin Yang transformed her passion for Korean cosmetics into an empire with MiiN Cosmetics, revolutionizing the European market.
These are the challenges faced, the successful marketing strategies and the future expansion plans of this innovative company, which offer a valuable lesson for entrepreneurs.
Lilin began her adventure in the world of Korean cosmetics when she returned from her travels in Asia loaded with innovative products that could not be found in Europe. Seeing central african republic email list the enthusiasm of her friends for these cosmetics, she decided in 2014 to open her first store in Barcelona. This was the start of an expansion that not only created a thriving business, but also an online community around the brand. What began as a personal curiosity quickly transformed into a successful company, driven by the quality of the products and Lilin's dedication to offering the best to her customers.
Korean cosmetics are known for their skin-friendly ingredients and their focus on prevention. In South Korea, the culture of self-care is very important in society and is reflected in the high quality of their products. These not only provide visible results in the short term, but also focus on prevention and getting people to start taking care of their skin early.
Lilin wants people to experience these benefits firsthand. Furthermore, Korean products are affordable due to their wide range of prices, making Korean cosmetics accessible to everyone. This accessibility, combined with the attractive design and packaging of the products, has captured the attention and interest of European consumers.
Challenges on the path of entrepreneurship
One of the biggest challenges Lilin faced was convincing Korean brands to sell their products outside of Asia. She travelled to Korea several times, negotiating directly with the brands’ offices. The initial resistance of these companies to expanding internationally was an obstacle she encountered along the way, and Lilin had to prove the viability and potential of the European market, a process that required determination and firmness.
Overcoming the legislative barriers to importing these products was also a complex process. European legislation on cosmetics is strict, and Lilin had to familiarize herself with numerous regulations to ensure that her products met all legal requirements. However, her perseverance and the support of specialized consultants allowed her to establish her base of operations.
Next steps for Korean cosmetics
During our conversation, Lilin Yang shared her plans for MiiN Cosmetics’ expansion into Europe, highlighting the importance of maintaining tight control over quality and service. According to Lilin, at the moment, there has been no decision to franchise the brand. She explains that she wants to make sure she is well established in the market before making any major decisions. International expansion, she said, requires careful adaptation to different local cultures and markets, and she aims to maintain MiiN Cosmetics’ high standards across all of her stores.