From Passion to Success: The Journey of Miin Cosmetics

Lilin Yang’s journey from Asia to Spain in 2005 marked the beginning of a remarkable entrepreneurial story. Initially moving to Spain for studies, Yang discovered her love for Korean cosmetics during her travels back from Asia. Impressed by the innovation and allure of these products, she saw an untapped market opportunity. In 2014, she took the leap and opened a small store in Barcelona, laying the foundation for what would later become Miin Cosmetics – a chain with 18 establishments and projected revenues of 16 million euros by 2023.

Influence and Inspiration

Reflecting on her unconventional career path, Yang attributes her inspiration to her mother’s daily skincare routine. Observing her mother’s meticulous care since childhood sparked Yang’s curiosity about skincare rituals and product combinations. This fascination eventually led her to explore the world of Korean cosmetics and paved the way for her entrepreneurial venture.

Navigating Challenges

Despite her passion and determination, Yang admits to being initially unfamiliar with the complexities of the cosmetics business. From import processes to sales strategies, she had much to learn. However, through trial and error, she gradually mastered the intricacies of the trade. While the journey was challenging, Yang’s unwavering passion and optimism kept her going.

The Power of Word-of-Mouth

Miin Cosmetics gained traction through word-of-mouth and strategic marketing efforts. As the customer base grew, the company expanded its footprint, opening stores across Spain and venturing into international markets. Yang acknowledges the role of customer referrals in the company’s success and remains open to franchising opportunities in the future.

The Appeal of Korean Cosmetics

Yang attributes the allure of Korean cosmetics to their innovative formulations, sleek packaging, and use of natural ingredients. Miin Cosmetics focuses on offering a diverse range of products at competitive prices, catering to customers with varying budgets. The company’s emphasis on product selection and personalized advice from knowledgeable staff has been instrumental in its success.

Expanding Horizons

In addition to brick-and-mortar stores, Miin Cosmetics has ventured into e-commerce and business-to-business distribution, further diversifying its revenue streams. Recent initiatives, such as offering skincare treatments and nail services, aim to enhance the brand experience and drive foot traffic to flagship stores.

A Vision for Growth

Looking ahead, Miin Cosmetics is poised for rapid expansion. With plans to open 16 new stores in 2024 and aspirations to reach 100 stores within the next four years, the company remains committed to its ambitious growth trajectory. Despite its impressive growth, Miin Cosmetics remains financially sound, with a focus on sustainable, self-funded growth.


Miin Cosmetics’ journey from a small boutique in Barcelona to a thriving chain of stores is a testament to Lilin Yang’s entrepreneurial spirit and dedication. By staying true to her passion for skincare and embracing innovation, Yang has transformed her vision into a successful business venture. As Miin Cosmetics continues to expand its presence globally, it remains rooted in its mission to provide customers with high-quality products and exceptional service.