High standards
Formulas reviewed one by one, with the rigour of pharmacy.
Our story
K-beauty for all
Mimi Seoul was born from a simple idea: Korean rituals deserve more than a shelf. They deserve advice.
From Seoul to Montorgueil
Korean formulas are among the most inventive in the world. But you still need to know how to read them, choose them and recommend them: that belief is what gave birth to Mimi Seoul.
That is why Mimi Seoul is co-founded by a doctor of pharmacy. Their expertise guides our entire selection: every formula is reviewed (actives, tolerance, compliance, labelling) before it reaches our shelves.
At 49 rue Montorgueil, we have recreated the spirit of Seoul's beauty stores: shelves where every product has earned its place, a mask bar, and an expert advisor to talk to before you buy. And because your skin doesn't keep our opening hours, the online diagnosis stays open 24/7.
How we choose
We don't list brands: we list formulas. Every product is studied (INCI list, active concentrations, texture, tolerance), then approved by our co-founder, a doctor of pharmacy, before it reaches our shelves.
Our selection is shipped direct from Korea on a just-in-time basis. It changes with every arrival to bring you the latest Korean exclusives, always sourced and checked for compliance by us. If a product disappoints, it goes.
That is also why our products aren't shown online: our diagnosis tells you which types of products and which actives to look for, then our advisor guides you in store through the latest arrivals.
Our commitments
Korean skincare, European rigour
A parapharmacy means commitments you can check. Here are the ones we keep for every product that reaches our shelves.
- Compliant with EU regulationEvery product complies with Regulation (EC) No 1223/2009 on cosmetic products.
- Notified on the CPNP portalWith a responsible person established in the European Union.
- Labelled in FrenchINCI list, directions for use and batch number, all legible.
- Approved by a doctor of pharmacyOur co-founder reviews every formula before it reaches our shelves.
Mimi Seoul sells cosmetic products only. Our advice is for information and does not replace the opinion of a dermatologist or a doctor.
Our manifesto
« Beautiful skin is not a matter of age, gender or budget. It's a matter of the right gestures and the right products, explained simply. K-beauty for all: that's our promise, and it's written on the door. »
What guides us
Sincerity
We will never sell you a product your skin doesn't need.
Sharing knowledge
Understanding your skin is already caring for it: we explain everything, always.
The neighbourhood
A store where we know you by your first name, in the heart of Montorgueil.
Get to know your skin
The online diagnosis is free and open 24/7. Our advisor then refines it with you in store.
Take the skin quiz