Global Beauty Trends Led by K-Beauty: The Success Story of ‘Yepoda’ in Milan

Recently, the renowned Italian daily, La Repubblica, spotlighted the K-beauty craze in an article titled “A New Era of Korean Cosmetics.” The piece delved into the secrets behind the global success of Korean cosmetics and their growth potential.

According to data from the global market research firm Statista, the Korean cosmetics market recorded over $5 billion in sales in 2022 and is expected to reach $12.6 billion by 2032. The article emphasized Korea’s impressive ranking as the second-largest exporter of beauty products worldwide.

A notable example of Korean cosmetics’ growth is the introduction of a pop-up store at Milano Centrale by ‘Yepoda.’ This brand is not a Korean company, but rather a German cosmetics brand that foresaw the success of K-beauty. It is led by its founder, Sander JunYoung, and his co-founder, Nika. Sander JunYoung, who hails from Berlin, Germany, with a Korean mother and Dutch father, explained the background of establishing a brand aimed at the European market. He shared, “Every time I went to Seoul, my suitcase would be filled with cosmetics at the request of friends and family,” revealing his decision to create a brand for the European market.

‘Yepoda’ is produced in Korea but sold exclusively in Europe, following a unique strategy that has gained popularity across Europe, starting from Germany. Nika praised the success of K-beauty, attributing it to the innovation and technological prowess of Korean cosmetics, and stated that they have become symbols of excellence, akin to Swiss watches, German cars, and Italian leather goods. Additionally, ‘Yepoda’ offers products that prioritize sustainability, clean ingredients, and effectiveness, tailored to the demands of the European market.

Sander JunYoung expressed his surprise at the long lines in front of the Milan pop-up store and the explosive response on social media. The success of ‘Yepoda’ suggests that K-beauty will continue to exert a strong influence in the global market. Consequently, expectations for the future of K-beauty are rising, and its exciting journey is set to continue.

This article has been written by Kpopmap AI writer and while we have made efforts to ensure the accuracy of the article, there may be errors or inaccuracies.