Interview With Lilin Yang [Founder of MiiN Cosmetics]: ‘Stay True to Your Vision’

In a world where there are always beauty news and products, the Korean skincare routine stands as the ultimate queen of taking care of your skin and, by doing so, of yourself. Lilin Yang, co-owner and founder of MiiN Cosmetics, is well aware of the importance and efficiency of Korean beauty and through her company, she makes it accessible worldwide.

During our chat about powerful ingredients and skincare steps, changing the market and embracing her true self among other things, we came to one conclusion: Lilin is a real girl boss!

What’s your first beauty memory?

My first beauty memory is from when I was a teenager, experimenting with my mother’s skincare products. I vividly remember discovering the magic of a good moisturizer and how it made my skin feel refreshed and glowing. This early experience sparked my lifelong interest in beauty and skincare.

MiiN Cosmetics is the number 1 destination for Korean beauty worldwide, and it had a huge impact here in Italy through its retailers and online shop! What inspired and led you to found the company?

The inspiration for founding MiiN Cosmetics came from a deep passion for Korean beauty and the desire to share its transformative effects with a global audience. Seeing the remarkable results and innovative approaches of Korean skincare, I wanted to create a platform where people could access these high-quality products and embrace the K-beauty philosophy. The goal was to bridge the gap between Korean beauty innovations and international consumers, making these exceptional products accessible worldwide.

What was the main challenge during these years of hard work and how did you overcome it? Was it difficult to introduce the K-beauty philosophy to other markets, such as the European one?

One of the main challenges was educating consumers about the unique aspects of K-beauty and how it differs from traditional skincare routines. Introducing K-beauty to European markets required careful explanation of its multi-step approach and ingredient benefits. We overcame this challenge through strategic marketing, educational content, and partnering with influencers to build trust and demonstrate the effectiveness of our products.

How did the trend of K-beauty change over time, and what do you think it will look like going forward?

The K-beauty trend has evolved from a niche interest to a mainstream phenomenon, with more consumers becoming aware of its benefits and incorporating it into their daily routines. The focus has shifted from just the products to a holistic approach to skincare, including self-care and wellness. Going forward, I believe K-beauty will continue to innovate with new ingredients and technologies, emphasizing sustainability and personalized skincare solutions.

How has social media impacted and improved your approach to the beauty business?

Social media has been a game-changer for the beauty industry, allowing us to reach a broader audience and engage directly with consumers. It has enabled us to share educational content, showcase product results, and receive immediate feedback. This real-time interaction helps us understand consumer needs and preferences better, and adapt our strategies accordingly.

Alongside MiiN Cosmetics, you also launched two beauty brands of your own. What was the beauty market missing in your opinion to push you to take that road?

In fact, this gap exists because, through our past experience, we’ve noticed that the starting age for Korean skincare is quite early. They focus on hydration and sun protection to maintain skin health, and overall, they emphasize prevention. Therefore, their product ingredients are not very aggressive or high in active ingredients. However, European customers often look for products with high active ingredients because they need to address specific skin issues such as blackheads, wrinkles, oily skin, acne, etc. When products contain very high levels of active ingredients, there is a higher chance of skin irritation. We have found a balance between the two. Additionally, European customers prefer textures that are refreshing and not greasy, so we have put a lot of effort into perfecting the texture of our own brands.

As an entrepreneur and girl boss, what advice would you give to people who aspire to make a positive impact in the beauty industry?

My advice is to stay true to your vision and be adaptable. The beauty industry is constantly evolving, so it’s crucial to stay informed about trends and consumer needs while maintaining your core values. Building strong relationships with customers and focusing on authenticity and quality will set you apart and help you make a meaningful impact.

“Going forward, I believe K- beauty will continue to innovate with new ingredients and technologies, emphasizing sustainability and. personalized skincare solutions.”

Is there something regarding your plans for the future that you can share with us?

We have lot of plans, but I can share few things 🙂 Regarding the future, we are focusing on offline expansion and hope to have 100 MiiN stores in our key markets in the next coming 2-3 years. Soon, our customers will also be able to find more than just skincare products at MiiN, including items such as perfumes, cosmetics, and hair products.

What’s a beauty secret you can spill to us that you have learned in the years to achieve a glowy skin?

One key secret to achieving glowing skin is maintaining a consistent skincare routine with products that suit your skin type. Cleansing, moisturizing, and sun protection are the three most important aspects of skincare. Additionally, incorporating regular exfoliation is essential. Drinking water and eating a balanced diet, sleep well also contribute to a radiant complexion.

What’s your Korean skincare routine? What are the steps?

My Korean skincare routine includes the following steps:

Cleansing Oil: To remove makeup and impurities.
Foam Cleanser: To cleanse the skin thoroughly.
Exfoliator: once – twice a week to remove dead skin cells.
Toner: To balance the skin’s pH and prep it for the next steps.
Essence: To provide hydration and boost skin regeneration.
Serum: Targeted treatments for specific skin concerns.
Moisturizer: To lock in moisture and keep the skin hydrated.
Sunscreen: Daily protection against UV damage.
Mask: sheet mask or wash off mask weekly helps me to target my specific skin need.

What’s the K-beauty product or brand that you would recommend to people who approach this world for the first time and why?

There are many great K-beauty products that I can recommend, but it really depends on skin type. For a general recommendation, I would suggest the following: Meisani Puri-Tea Salicylic Acid Cleansing Gel, Ondo Niacinamide & Green Tea Eye Serum, Im Agua Sun Essence from the Suntique brand, and the Snail Bee Ultimate Cream from Benton. Additionally, the Cosrx Advanced Snail 96 Mucin Power Essence is particularly popular for its hydrating and repairing properties, making it an excellent introduction to K-beauty.

I highly recommend that our clients visit our shop and consult with our beauty advisors to create a personalized beauty routine.

What do you have too many of?

I have too many skincare products. I love trying new formulations and brands, which sometimes results in an overflowing collection!

What was, in your career, your biggest act of rebellion?

My biggest act of rebellion was choosing to follow my passion for K-beauty despite initial skepticism from traditional beauty circles. Venturing into a niche market with a unique approach required confidence and a willingness to challenge the status quo.

What’s the latest thing you discovered about yourself?

The latest thing I’ve discovered about myself is my ability to adapt and innovate in the face of challenges. The beauty industry is dynamic, and learning to embrace change and remain resilient has been a valuable lesson.

What does it mean to you to be comfortable in your own skin?

Being comfortable in my own skin means embracing my true self with confidence and authenticity. It’s about feeling at ease with who I am and the choices I make, both personally and professionally. It’s a reflection of self-acceptance and inner peace.

Thanks to Studio Zanoletti