We went to Seoul with Yepoda

For our fast-paced Western lifestyle—filled with breakfast on the go, rushed commutes to school or work, and quick-fix solutions—the Korean beauty routine has been a true revelation. It’s intriguing yet perhaps a bit unrealistic for everyday life. We're used to "right here, right now" results, a lack of consistency, matte finishes, and covering everything with makeup, regardless of how it really looks. We need to take time, to care for ourselves, to go deeper. This may explain the popularity of Yepoda, a European company that since 2020 has brought the essence of Korean beauty to us, making its skin-first approach accessible here as well.

Words from Founders Veronika and Sander

Our journey into the fascinating and refined world of Korean skincare began in Seoul—a world that seeks perpetual perfection. First, we sat down with Veronika Strotmann and Sander Joonyoung van Bladel, founders of Yepoda. "I’m half Korean and half Dutch," shares Sander when asked about his passion. "Every time I visited Korea, friends would ask me to bring back K-beauty products. I felt proud. Growing up in a half-Korean family, I found people always intrigued by my culture, so it was exciting to share it with them." Veronika adds, "My first visit to Korea was in 2017, and I instantly thought the beauty scene was fresh and exciting. There were so many unique stores, products, and gadgets. Beauty seemed more significant here." Together, they decided to create and produce Korean-inspired products for their European friends. With several production centers, even near Seoul, we visited one and saw firsthand the making of The Midnight Magic, a lavender night mask with hyaluronic acid and centella asiatica.

Differences Between Western and Korean Skincare

Our next question was about the differences between Korean and European beauty approaches. "In Europe, people tend to wash their faces, put on moisturizer, then focus on makeup," says Sander. "By contrast, Korean skincare is all about building a whole routine, focusing on skin problem prevention. In Europe, issues are usually treated as they arise, often with products that aren’t gentle. Koreans see skincare as an investment, treating their skin like an outfit they’ll wear forever." Culture, of course, plays a role too. "My mother noticed this difference when she came to Europe 35 years ago. Skincare and beauty products weren’t emphasized much in the Netherlands, while Korea was already there."

A Cultural Matter: Words from Mr. Ham

Speaking of culture, we were thrilled to meet Mr. Ham, a makeup artist for K-pop idols and a seasoned expert in Korean beauty for over 20 years. He detailed the rise of K-beauty, its trends, its future, and its deep roots in a society that holds youth and beauty in high regard. He walked us through the essential steps to achieve the coveted glass skin effect—a hallmark of K-beauty—a naturally healthy, glowing complexion without makeup tricks. Curious? There are just three key steps: double cleansing, hydration, and sun protection. After a makeover as real "Korean girls," learning to apply blush under our eyes, we continued our cultural immersion at Comme Aesthetic. Here, we underwent a skin analysis and a treatment with cutting-edge technology, using temperature control to open pores and help Yepoda products penetrate deeply. We discovered that Korean standards for hydrated skin are exceptionally high, leaving Wonju Lee, the center’s founder, stunned by the dryness of our skin.

An Enriching Experience

Despite our dry skin, our experience in Seoul was profoundly positive. We explored a vibrant, expansive city, enjoyed fantastic food, and reflected on how the beauty industry reflects so much about a society—its approach to beauty, its way of solving problems, its ideals, and its future. When different approaches and ideas meet, unique synergies form, bringing people together and enriching all of us.