T he whole world is looking to Korea right now for new beauty trends. After all, most beauty innovations, such as CC creams, soaked sheet masks or the cushion foundation, have their origins here. In the past, however, getting hold of these cool little helpers from the Far East often posed a challenge: leaving plenty of space in your suitcase or having the dictionary “Korean – German” within reach when shopping online, for example.
In Munich, such adversities have come to an end since May. With the opening of the MiiN store on Westenriedstrasse, Chinese-born Lilin Yang brought the hype surrounding K-Cosmetics to Germany. The unusual products, some of which come in the form of a tomato or other fruit - but in any case brightly colored - are characterized above all by their natural ingredients and various areas of application.
Why you should definitely try Korean beautifiers and why some products have long been selfie sensations on Instagram? MiiN founder Lilin Yang revealed this to us in an exclusive interview.
Why did you decide to open a shop for Korean cosmetics in the middle of Munich?
I never thought I would one day run my own company. However, I have always known that I definitely want to do something that I enjoy. Something I'm passionate about. As in my work as a make-up artist. I am also a big fan and a convinced buyer of Korean cosmetics. With the founding of MiiN Korean Cosmetics, I have combined both dreams.
The idea for this came to me when I noticed on my travels how strong the demand for these products is in cities like Hong Kong and Seoul. Since these products are almost unknown in Europe, I decided to make brands like Klairs, Aromatica, Cremorlab and Mediheal better known in Germany. In October 2014 I opened my first store in Barcelona, two months later the online shop followed. Since July 2015 there is also a store in Madrid. The opening in Munich is the first outside of Spain. And more stores planned for next year!
What makes Korean beauty products so special?
Korean cosmetics offer the perfect solution for almost every skin problem and every skin type. The products are specially tailored to individual needs and can therefore be used in a very targeted manner. The packaging also makes the products special. Because of the colorful and eye-catching appearance, many assume that the products are for teenagers. Most customers are used to more serious packaging. During a consultation with a saleswoman in our store, they are always very surprised.
Your three favorite products?
I have very dry skin, so my three favorites are:
The Gentle Black Deep Cleansing Oil is the best makeup remover I've ever tested. Because it is very gentle, it is also great for removing eye make-up.
TheRose Absolute First Serum is perfect for dry skin! It not only improves the texture of the skin, it gives it a great glow.
The texture of Hydro Plus Snow Falls Melting Cream is quite unusual and very different from usual creams. Be sure to try it.
What was the most unusual beauty product you've ever tried?
That should probably be the Bubble Mask from Cremorlab (when it comes into contact with the skin, the gel turns into a dense foam, editor's note). When I applied it for the first time, I couldn't help but take lots of photos of it. By the way, we also have the mask.
K-Pop is incredibly popular - and not only in Korea. Do you have a favourite song?
Unfortunately, I'm not a big fan of K-pop bands, but there are a lot of Korean songs that I like. For example the song "Melted" by Akdong Musician (AKMU).
Photo (lead story): Iulia Pironea