These days, Korean skincare has become increasingly popular. Everyone is talking about it, everyone wants it. A true wellness ritual that has transformed the way people take care of themselves. Korean skincare, with its promise of radiant, firm, and almost translucent skin— the famous “glass skin” —has officially found its most prestigious “embassies” in Milan. You no longer need to go to Seoul to find these magical beauty products; you just need to know where to go in Milan…
Here are 3 must-visit spots to dive into K-Beauty
In the heart of Brera, the first flagship store (and bar!) of Yepoda, the hottest Korean skincare brand of the moment, has opened. Viral on social media and beloved by beauty addicts, this space offers a wide range of products for anyone who wants to dedicate themselves to facial care. Whether you’re a beginner or a true skincare pro, you’ll find everything you need here.
Inside, a team of beauty experts is at your disposal for a personalized consultation—ideal if you’re not yet familiar with the world of Yepoda or its iconic natural ingredients. There’s one detail that makes this brand even more special: all products are 100% vegan and cruelty-free. From cleansers, toners, serums, creams, and the famous eye patches, the selection is vast: every product is designed to make you glow and achieve the coveted Glass Skin—skin that’s visibly radiant, healthy, and deeply hydrated. This is the true realm of Korean beauty in Milan
MiinCosmetics
If Yepoda is Brera’s trendy hangout, MiiN Cosmetics on Via San Nicolao is the go-to spot for anyone wanting to approach Korean skincare with method and precision. Founded in Barcelona and now a European benchmark, this space just a stone’s throw from Cadorna is a true boutique of desires, where the shelves are organized by product type, strictly following the philosophy of Korean layering.
- The Selection: Here you won’t find just one brand, but a carefully curated collection of Seoul’s most famous brands, such as Aromatica, Benton, Klairs, and COSRX. It’s the perfect place if you’re looking for that specific product that went viral on TikTok or if you need a targeted solution for every need, from deep hydration to treating imperfections.
- Consultation: MiiN’s true strength lies in its educational approach. The in-store team will guide you step by step in creating your personalized routine, explaining the correct order—from double cleansing to sunscreen (essential!)—to ensure every active ingredient works at its best.
The Democratic Breakthrough: DM
If MiiN is the institution and Yepoda the trendy hangout, DM drogerie markt is the must-visit stop for anyone looking to build an effective routine without breaking the bank. The German chain has transformed its Milanese stores—from the one on Via Torino to the one at CityLife —into an unexpected skincare destination, proving that K-Beauty can be accessible to everyone, even amidst the daily grind.
- The highlight: The real news making the rounds in Milanese chat groups is the arrival of Beauty of Joseon on store shelves. Being able to physically find this cult brand’s products in Milan—famous for making TikTok’s most-loved sunscreen go viral—is a revolution: no more waiting for international shipments or customs, just the pleasure of adding the ginseng cream to your cart along with the body wash.
- The selection: In addition to Beauty of Joseon, there’s DM, the super-versatile mini-market offering a “smart” selection ranging from spot patches at unbeatable prices to brands like Missha, It’s Skin, and Balea. DM’s top budget-friendly brand . It’s a self-service paradise: here, there’s no guided consultation, but you’re free to explore everything from sheet masks for less than 1 euro to products inspired by Seoul trends—perfect for those who want to experiment without commitment but with visible results.
