Beauty / news
Sephora to Launch K-Beauty Brand Yepoda in US on Aug. 11
Yepoda, a certified B Corp with two million customers worldwide, will debut its six-step routine at Sephora starting Aug. 11, with prices ranging from $23 to $39.
The Dutch-founded brand, created by husband-and-wife duo Sander Joonyoung van Bladel and Veronika Strotmann, launched in the Netherlands in 2020. Despite skepticism that K-beauty's moment had passed, van Bladel, who is half Korean and half Dutch, saw untapped potential in Europe, a market he said never experienced the first wave of K-beauty.
Yepoda, which means "pretty" in Korean, blends European and Korean beauty philosophies. The brand's product lineup includes a six-step routine, guided routines, color-coded packaging, and refillable options—60% of its products are refillable, aligning with its sustainability focus.
The Sephora partnership marks Yepoda's entry into the U.S. market, expanding its reach beyond its existing two million customers worldwide. Van Bladel likens K-beauty's innovation standard to German cars, Swiss watches, or Italian leather, emphasizing its significance in the beauty industry.
The six-step routine will be available via Sephora starting Aug. 11, with individual items retailing from $23 to $39. The move underscores the continued appeal of K-beauty in the American retail landscape.