Baestyle Group - Yeppo & Soonsoo

Yeppo & Soonsoo, part of Baestyle Group, is a leading Nordic retailer and distributor specializing in Korean cosmetics and culture. Since 2013, our mission has been to introduce authentic Korean beauty innovations and lifestyle to Europe, with a strong presence in both Finland and Sweden and growing recognition across the continent. Our Operations We operate a network of physical stores in multiple cities across Finland and Sweden, complemented by a well-established online store. Our central warehouse in Vantaa, Finland, enables fast and efficient deliveries throughout Europe. Our Values Our business is built on three core principles: 1. Accessibility – ensuring K-beauty is within reach for everyone 2. Openness – maintaining transparency in all operations, including direct imports from South Korea 3. Reliability – delivering trusted products and consistent service to our customers and partners Our Mission To promote Korean beauty innovation and culture in Europe, while supporting the adaptation of the brands we represent to local customer needs and market dynamics. Our Brands We represent a wide portfolio of the most popular and trend-forward Korean cosmetics brands. Our offering includes both established names such as BBIA, Anua, SKIN1004, Etude, Unleashia, Round Lab, and Ma:nyo Factory, as well as emerging brands that we bring to the European market exclusively, such as espoir, Medicube, fwee, and Muzigae Mansion. Through Yeppo & Soonsoo, Baestyle Group continues to act as a cultural and commercial bridge between Korea and Europe, setting trends and delivering authentic value to customers, partners, and communities.