MiiN Cosmetics, a retailer specialized in Korean cosmetics in Europe, has closed the 2025 fiscal year with a turnover of 40 million euros, which represents an annual growth of over 30% (+33%) compared to the previous year. This advance consolidates the company as one of the main drivers of the rise of K-beauty in Europe, supported by a sustainable growth model that combines physical retail, international expansion, B2B channel, and omnichannel development.
The company has managed to exceed its opening targets with the inauguration of 12 new stores and has succeeded in consolidating a network of 48 points of sale. In this way, MiiN approaches 30 stores in Spain, where it already has 29, in Italy 14, France and Germany with 2 stores respectively and Portugal 1.
MiiN this 2025 has also achieved one of its objectives: to enter Portugal through both digital and physical channels. It has launched its e-commerce and has opened its first store right in the city center. On the other hand, the company has begun to develop its B2B channel in new markets, closing commercial agreements in Greece that represent the company's entry into this country, thus reinforcing its international growth strategy through diversified distribution models.
At an operational level, the company has accompanied this expansion with the reinforcement of its structure, reaching 356 employees and strengthening key areas such as retail, operations, and communication.
According to Lillin Yang, co-founder and CEO of MiiN Cosmetics: "2025 has been a turning point for MiiN. Achieving a turnover of 40 million euros is not just a figure, it is the validation that our community in Europe fully trusts our selection and expert advice and confirms the consolidation of K-Beauty in the European market and the brand's positioning as a reference platform. We are demonstrating that, by uniting our passion for the product with technological innovation such as our new AI-powered advice, the potential of Korean cosmetics on the continent has no limits".
2026: accelerated expansion, focus on Portugal and boost for strategic brands
Looking ahead to 2026, MiiN expects to maintain a high rate of growth with the opening of 28 new stores in the markets where it already operates, strengthening its capillarity in Europe and its positioning in strategic locations.
Portugal will be one of the main growth vectors. Following its entry in 2025, the company will drive an aggressive expansion in the country with the opening of 6 new stores throughout the year, consolidating its presence and positioning it as one of the priority markets in Southern Europe.
MiiN will continue expanding its portfolio (which currently exceeds 1,500 products from more than 80 brands) with the incorporation of 30 new strategic brands such as Numbuzin, Abib, Seoul 1988 or Lagom.
Within this growth strategy, the company will strengthen the development of its strategic brands from the MiiN Business Group (Ondo Beauty 36.5 and Meisani), brands that reflect its capacity for curation, innovation, and excellence in formulation. These brands, conceived as a direct expression of MiiN's know-how, are consolidated as a key axis to capture added value and differentiate its proposal in the European market.