How we choose our products

K-beauty means thousands of new products every year. Our job is not to offer you everything, but to choose: every product that reaches our shelves on rue Montorgueil has passed several steps. Here they are, in full transparency.

1. Identified, verified suppliers

It all starts with the source. We buy from identified, verified suppliers, and every delivery is traced to our shelves through its batch number. That is our guarantee of authenticity: no products of uncertain origin, no counterfeits.

2. European compliance, without exception

A Korean skincare product can only be sold in France if it complies with Regulation (EC) No 1223/2009 on cosmetic products. Before anything reaches our shelves, we check:

• its notification on the EU CPNP portal, with a responsible person established in the European Union;

• French labelling: INCI list, directions for use, precautions and batch number;

• the absence of ingredients banned or restricted in Europe.

A product that doesn't tick every box doesn't make it to our shelves, however popular it is in Seoul.

3. The formula, read by a doctor of pharmacy

Mimi Seoul is co-founded by a doctor of pharmacy. Every formula is reviewed before it reaches our shelves:

• Actives: their relevance and concentration, rather than an underdosed “trendy” ingredient.

• Tolerance: fragrance, essential oils, alcohol, retinoids and acids are flagged, so we can guide every skin well, especially the most sensitive.

• Manufacturing quality: the brand's reputation in Korea, its consistency from one batch to the next and its transparency.

4. The pleasure of use

A routine only lasts if you enjoy applying it. Texture, subtle scent, a pleasant gesture: the sensory side matters as much as the active. That is why, in store, you can try the textures before you choose.

What we turn down

• Harsh whitening products and miracle promises.

• Products of uncertain origin or without compliant labelling.

• Duplicates: if two products do the same thing, we keep the better one.

A living selection

Our stock is shipped direct from Korea on a just-in-time basis: our selection changes with every arrival and brings you the latest Korean exclusives, always sourced and checked for compliance by us. If a product you love disappears from our shelves, a more convincing formula has usually replaced it: ask us and we'll explain why.

To find out which products suit your skin, take the online diagnosis (free, 24/7), then come and see us: our expert advisor will guide you through the latest arrivals.