Yepoda

Yepoda was founded in April 2020 in Berlin by Veronika Strotmann and her German-Korean husband Sander Joonyoung, who wanted to bring authentic Korean beauty rituals to a Western audience without the overwhelm of a ten-step routine. Every formula is developed and manufactured in South Korea, then edited down into a tight, vegan and cruelty-free range built around the Korean idea that great makeup starts with genuinely healthy skin. The brand is B Corp certified and donates 1% of every purchase to environmental projects.

What began as a clean skincare line has grown into a direct-to-consumer powerhouse, passing €65 million in revenue in 2024 with more than a million customers across Germany, France, Italy, Spain and the UK. Its move into color came with tinted skincare hybrids: The Dewy Day cushion foundation and The Yepoda Look trio of cream blush, highlighter and lip oil, all spiked with niacinamide and squalane so the makeup step doubles as skincare. That skin-first, glow-forward positioning makes Yepoda a natural reference point for shoppers hunting affordable dewy-finish dupes.