What MiiN Korean Cosmetics does

MiiN Korean Cosmetics (legal entity: MIIN - COSMETICS, S.L.) is a Barcelona-headquartered specialty retailer that curates and distributes Korean beauty (K-beauty) products to European consumers. Founded around 2014-2016 by CEO Lilin Yang, the company has built what it describes as the European leader position in K-beauty distribution, operating six country-specific e-commerce storefronts (Spain, Italy, France, Germany, the United Kingdom, and Portugal), roughly 50 physical boutique stores concentrated in Spain with in-store treatments and K-beauty workshops, a mobile app on iOS and Android, and a B2B wholesale platform at miintrade.com. The catalog spans more than 80 Korean beauty brands across facial skincare, makeup, body care, hair care, accessories, and curated gift sets, sourced from third-party Korean manufacturers and verified for compliance with EU cosmetic regulations.

The technology layer is a conventional retail and distribution platform: localized e-commerce front-ends, a product recommendation quiz tool (skincare.miin-cosmetics.com), the MiiN Club loyalty program with 400K+ members, and Klarna pay-in-3 installments as a payment option. Pricing follows unit pricing for individual SKUs ranging from approximately €1.60 to €55-plus, with frequent promotional campaigns up to 70% off, free samples on all orders, and free shipping above €35 in Spain and €60 internationally. The go-to-market is product-led and direct-to-consumer, supported by organic social (Facebook, Instagram, TikTok, YouTube), email newsletters, content marketing through an in-house blog and skincare glossary, plus in-store treatments and workshops that act as both service and acquisition funnel.

Revenue is generated through three streams: DTC e-commerce across six European markets, retail sales from 50 physical boutiques, and B2B wholesale via miintrade.com. The company reported approximately €40M of revenue in 2025, a 60% year-over-year increase. In April 2024, Barlon Capital took a 15% equity stake, appointing Javier Rubió and Dídac Lee to the board, with the stated use of funds being the opening of 16 new European stores in 2024 and a longer-term target of 100 points of sale across Europe and the United States. Headcount sits in the 101-250 band, with operations entirely in Spain but customer reach across Europe.

Name

MiiN Korean Cosmetics

Legal name

MIIN - COSMETICS, S.L.

Website

https://miin-cosmetics.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

MiiN Korean Cosmetics is a Barcelona-headquartered specialty retailer that curates and distributes 80+ Korean beauty brands to European consumers via six country e-commerce sites, roughly 50 Spanish boutiques, a mobile app, and B2B wholesale, serving K-beauty enthusiasts with personalized recommendations, in-store treatments, and a 400K+ member loyalty program.

Ownership category

akta.pro rank

Product category

Korean Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Korean beauty retail
• Skincare e-commerce
• Cosmetics distribution
• Beauty boutique stores
• K-beauty wholesale

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales (E-commerce): Direct-to-consumer online sales through owned e-commerce platforms in multiple European countries (Spain, Italy, France, Germany, UK, Portugal). Revenue generated from product transactions with pricing ranging from €1.60 to €50+ per item.
2. Physical Boutique Stores: Revenue from 50 physical retail boutiques across Europe, offering in-store treatments, product sales, and workshops.
3. B2B Wholesale: Wholesale distribution through miintrade.com platform for professional/B2B buyers.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

MiiN Cosmetics is a Barcelona-based multi-channel K-beauty retailer that curates and sells 80+ Korean beauty brands and 400+ skincare, makeup, body, and hair care products through country-specific e-commerce platforms (Spain, Italy, France, Germany, UK, Portugal), 50 physical boutiques, a mobile app, and a B2B wholesale platform (miintrade.com). The company complements product sales with personalized skincare recommendations via a quiz tool, a MiiN Club loyalty program (400K+ members), in-store facial and body treatments, and K-beauty workshops.

Product overview

MiiN Cosmetics operates as a multi-channel K-beauty retail platform comprising an e-commerce website (miin-cosmetics.com), a mobile shopping app, 50 physical boutiques across Europe, and a B2B wholesale channel (miintrade.com). The core offering is an curated online store featuring over 80 Korean beauty brands and 400+ skincare products, supported by a personalized product recommendation tool (skincare.miin-cosmetics.com) and the MiiN Club loyalty program with 400K+ members. The product portfolio spans facial skincare (cleansers, toners, serums, moisturizers, sunscreens), makeup (cushions, BB creams, lip tints, eyeshadows), body care, hair care, and beauty accessories from brands like SKIN1004, Cosrx, Dr.Jart+, Benton, Klairs, Mizon, and Unleashia. Physical locations offer in-store treatments and K-beauty workshops, while the wholesale platform serves B2B customers.

Differentiator

Problem solved

Functional benefit

Products and services

• MiiN Online Store (miin-cosmetics.com) Owned multi-country e-commerce storefront (Spain, Italy, France, Germany, UK, Portugal) selling 80+ curated Korean beauty brands and 400+ skincare, makeup, body and hair care products to European consumers.
• MiiN Physical Boutiques Network of 50 physical retail stores located primarily across Spain (Barcelona, Madrid, Alicante, Córdoba, Girona, Granada, Málaga, Murcia, San Sebastián, Sevilla, Valencia, Zaragoza, Bilbao, Mallorca, Santander) offering the full K-beauty product range with in-store consultations and treatments.
• MiiN Mobile App iOS and Android shopping application providing exclusive app-only discounts, personalized beauty content, and access to trending product launches for K-beauty consumers.
• MiiN Club Loyalty Program Loyalty program with 400K+ members offering exclusive discounts, early access to launches, personalized beauty tips, and VIP rewards for repeat K-beauty customers.
• MiiN Trade Wholesale Platform (miintrade.com) Dedicated B2B wholesale platform at miintrade.com enabling professional buyers and retailers to purchase K-beauty products in bulk for resale.
• In-Store Treatments Professional facial and body spa treatments available at MiiN boutiques in Madrid and Barcelona, providing K-beauty skincare services to retail customers.
• MiiN Workshops Educational in-store workshops covering K-beauty techniques, Korean skincare routines, and product knowledge for customers.
• Skincare Recommendation Quiz Tool Personalized skincare quiz at skincare.miin-cosmetics.com that recommends Korean beauty products tailored to specific skin types (oily, combination, normal, dry, sensitive, acne-prone, mature) and concerns including pregnancy-safe options.
• SEOUL 1988 by K-SECRET Brand Launch Featured launch of the new viral K-SECRET brand 'SEOUL 1988' introduced to European consumers through the MiiN retail channels.
• Mood Shower Face Palette by Unleashia Vegan highlighter palette with five shades from Unleashia, launched on miin-cosmetics.com.
• Cicaluronic Water Fit Mask by Mizon Sheet mask with hyaluronic acid and centella asiatica targeted at dry and sensitive skin from Korean brand Mizon.

Quantifiable outcome

• 60% year-over-year revenue growth in 2025, reaching €40 million
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Two partnerships are on record, tiered core.

• Javier Rubió (Board Member)coreOthers · 18 April 2024Javier Rubió appointed to MiiN Cosmetics board as part of Barlon Capital's equity stake agreement.
• Dídac Lee (Board Member)coreOthers · 18 April 2024Dídac Lee appointed to MiiN Cosmetics board as part of Barlon Capital's equity stake agreement.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Stylevana: Stylevana is a global online K-beauty and Asian beauty retailer offering wide catalog depth, frequent deep discounts, and worldwide shipping. Closely matches MiiN's e-commerce value proposition and discount-driven positioning.
• Jolse: Jolse is one of the longest-running K-beauty online retailers, shipping Korean cosmetics, skincare, and makeup worldwide at competitive prices. It directly competes with MiiN's e-commerce channels on catalog breadth and price.
• YesStyle: YesStyle is a Hong Kong-based online retailer offering Asian (predominantly K-beauty and J-beauty) cosmetics and skincare with global shipping, including Europe. It is the largest direct-to-consumer K-beauty cross-border competitor to MiiN's e-commerce business.
• Wishtrend: Wishtrend is a curated K-beauty online retailer focused on ingredient-led skincare and K-beauty brands like By Wishtrend, COSRX and Klairs. Comparable to MiiN on curation strategy, although without physical retail.
• Kocosy: Kocosy is a Europe-based online K-beauty retailer shipping Korean skincare and makeup across the EU. It competes head-to-head with MiiN's e-commerce sites on country coverage, catalog, and European-language storefronts.
• Soko Glam: Soko Glam is a US-based curated K-beauty retailer founded by Charlotte Cho, combining education (The Klog) with a vetted brand catalog. It mirrors MiiN's curation-plus-education DTC playbook in a different geography.

Broad incumbents

• Sephora: Sephora is the global multi-brand beauty retailer with an extensive K-beauty assortment. As a broad incumbent it competes with MiiN for the same European beauty shopper across both online and physical channels.
• The Body Shop: The Body Shop is a global ethical beauty retailer with strong European physical-store density. It overlaps with MiiN on the ethical/natural positioning and competes for the same physical-store customer base in European high streets.
• Olive Young: Olive Young is South Korea's leading health-and-beauty retail chain with a massive curated K-beauty assortment. It is the domestic reference point for K-beauty retail and a potential future direct competitor if it expands into Europe.
• Douglas: Douglas is Europe's largest perfumery and beauty chain with ~1,900 stores across 19 countries. It is the dominant physical beauty retail incumbent in the same European geographies where MiiN is opening boutiques.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MiiNKoreanCosmetics
• Facebookfacebook.com/MiiNcosmetics
• Instagraminstagram.com/miincosmetics
• TikToktiktok.com/@miincosmetics?lang=es
• Xx.com/miin_cosmetics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MiiN Korean Cosmetics