10 questions for K-beauty expert Lilin Yang
24.10.2022
Translation: Veronica Bielawski
Skincare junkies swear by Korean products. Come to think of it, why is that? Expert Lilin Yang reveals what sets K-beauty apart from Western skincare lines – and what her personal secret recipe is for radiant skin.
Anyone who’s tried Korean skincare products will agree on these three things: they come in innovative formulas, unusual textures and beautiful packaging. Some go so far as to say that Korea produces the best skincare products in the world. Lilin Yang is one of these people. As co-owner and CEO of «MiiN Cosmetics» – the largest K-Beauty retailer and distributor in Europe, based in Barcelona – she’s very familiar with K-beauty. Her company imports more than 30 Korean brands and the latest K-beauty trends to Europe.
You’ve opened several boutiques in Europe and an online shop. What made you decide to get into the K-beauty business?
Lilin Yang: Our story goes back to before Korean cosmetics were well known in Europe. When I moved to Spain, I lived in Madrid for a while, but travelled to Seoul often. During my trips, I’d fill my suitcase with all sorts of cosmetics – both new ones as well as tried and tested ones – that I could only get there. However, travelling thousands of miles to repurchase your favourite beauty products is far from ideal. I found myself wondering why these amazing products hadn’t found their way to Europe. So, I made just that my mission and founded MiiN Cosmetics – in a way, in response to my own demand as a consumer.
Source: MiiN Cosmetics
Does the Korean beauty industry follow a different philosophy than the Western one?
I would say that it focuses more on preventing skin damage in the first place, rather than trying to mitigate or reverse it. This approach makes sense; for example, it’s much easier to protect yourself from the sun using the appropriate creams when you’re young, rather than getting rid of pigmentation spots as you get older.
What do you think is the biggest difference between K-Beauty products and their Western counterparts in terms of product development?
They have a milder formula in terms of active ingredients such as Retinol, AHA and BHA. That’s to say, they come in lower concentrations because Koreans are more prone to sensitive skin.
In which product category do you think Korea is ahead of everyone?
Sunscreen, definitely. Sunscreen products are very popular in Korea and are used by everyone on the daily. What’s more, people start doing so at a young age. This means the competition between manufacturers is tough, and great sun protection products come out of it. This isn’t the case in Europe. Korean formulas are one step ahead of Western formulas in many ways: they’re usually quite liquid, almost gel-like, and don’t leave a sticky feeling or white residue on your skin. Most people’s excitement is sparked once they discover Korean sunscreen.
Source: MiiN Cosmetics
What proportion of a product must be developed and manufactured in Korea to earn the K-beauty label? Are there requirements – similar to the «Swiss Made» label – that a manufacturer must fulfil?
There’s no official legal definition that governs when a product can be labelled Korean. But manufacturers are legally required to be truthful. So, if it says «made in Korea», you can trust that it is.
You also launched two private labels: Ondo Beauty 36.5 and Meisani. Why’s that?
There were certain things that our European customers were missing in the Korean range. For example, a stronger retinol serum. This is because Koreans want to avoid what’s known as retinisation, a transitional phase that can occur after you start using retinol. You may experience redness and dry skin. This is an unpleasant, yet completely normal process that signals your skin is adapting to the new substance. Our retinol serum contains a higher and therefore more effective concentration of retinol than is typical in Korea. We’ve combined it with ingredients that reduce irritation, such as niacinamide, oats, flaxseed, evening primrose and aloe vera water (87%), which has a repairing effect and is one of the most soothing natural active ingredients.
What makes your brands stand out?
Both are developed in Barcelona and manufactured in Seoul. And although they’re very different, they were both founded with the same goals in mind: being inspired by nature, scientifically based, vegan as well as skin- and earth-friendly. Ondo Beauty 36.5 products contain natural fragrances from essential oils. Along with their pleasant textures and effective formulas, they’re designed to provide an experience that helps you find balance in everyday life. Meisani, on the other hand, is young, colourful, multi-purpose and meant to be fun – perfect for people looking for a simple yet effective routine.
Source: Natalie Hemengül
Source: Natalie Hemengül
What feedback do you hear most often from people trying a Korean product for the first time?
We get great feedback every day on social media. What we typically hear is that people are thrilled with the light texture of sunscreens, or that their skin is already more radiant after just one week of double cleansing.
You published a book that’s been translated into four languages: «The Korean skincare bible: the ultimate guide to K-beauty secrets». What’s your personal secret to glowing, flawless skin?
Some say K-beauty is a lifestyle – one that encourages us to take 10 minutes a day, sometimes more, to relax and pamper ourselves. My personal recipe for beauty is making sure I go to bed early enough to get at least eight hours of sleep. And I never skip my skincare routine, not even when I’m very tired or travelling. Oh, and one more thing – I don’t smoke!
What is your personal K-beauty must-have?
I couldn’t stop at just one product. But I could never go without double cleansing, lots of sunscreen and plenty of moisturiser!
K-beauty is no-man’s-land for you and you’d like to give products from brands like Meisani a go? You’ll find a selection of Korean products you can test on-site at Beauty Lab by Galaxus & En Vogue on Kasernenstrasse 11 in Zurich!
In the short-form feature «10 Questions for ...» I interview interesting people about their expertise, their passion or their lifestyle. Different people, different topics.
Header photo: MiiN Cosmetics
Natalie Hemengül
Senior Editor
Natalie.Hemenguel@digitecgalaxus.chAs a massive Disney fan, I see the world through rose-tinted glasses. I worship series from the 90s and consider mermaids a religion. When I’m not dancing in glitter rain, I’m either hanging out at pyjama parties or sitting at my make-up table. P.S. I love you, bacon, garlic and onions.
Beauty
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