European-founded K-beauty brand Yepoda, which handles all planning and production in South Korea through close ODM partnerships, has grown to over $100 million in annual sales and entered about 650 Sephora stores across Europe. This case highlights how Korean ODM capabilities in formulation, packaging, and clean beauty standards are becoming a core competitive advantage for global brands sourcing from Korea.
Brand origin and growth trajectory
Founded in Berlin in 2020 by Sander Joeng van Bladel, who has a Korean mother and Dutch father, Yepoda was born from the founder's observation that European consumers lacked access to Korean-style skincare routines. The brand now employs staff from 33 nationalities and has built a following of 1.6 million. Van Bladel told LASHNEWS: "K-beauty is an innovation in the cosmetics industry. Like German cars, Italian leather, or Swiss watches, K-beauty is transforming the industry."
Product and manufacturing strategy
All Yepoda products are developed and manufactured in South Korea in close collaboration with local ODM manufacturers. The brand focuses on vegan clean beauty, with bestsellers including biodegradable caffeine eye patches and refillable serums. "We work with ODM partners that meet our blacklist-free ingredient standards," van Bladel said. "Some products take two years to develop. People often say we're crazy."
European retail and market presence
Yepoda has entered approximately 650 Sephora stores across Germany, Spain, and Italy. The brand's packaging includes numbered application sequences and illustrated usage guides, making Korean skincare routines accessible to beginners. Last year, revenue exceeded $100 million (approximately 150 billion KRW).
Sourcing context
For overseas buyers and distributors, Yepoda's trajectory demonstrates that Korean ODM partners can deliver vegan, clean-beauty formulations with refillable packaging and biodegradability requirements. The brand's success also shows that European retailers are actively seeking K-beauty brands with strong Korean manufacturing credentials. Van Bladel expressed optimism about K-beauty's future: "The innovation happening in Korea, the R&D supporting it, and the production capabilities are unlike anywhere else in the world. Other countries are years behind, so K-beauty's popularity will continue."
Source: Read the original report | Published: June 07, 2026