There was a time when visitors started coming to Korea and simply emptied every beauty store they could find. K-Pop, dramas, idols – if a product showed up on screen, it sold out the next week. It was exciting… and a little bit crazy.
From Seoul Shopping Streets to Swiss Department Stores
Today, you can walk into a department store in Switzerland, or a big beauty chain, and see K-Beauty shelves right in front of you. Sheet masks, essences, toners, cushions – all lined up neatly, waiting for someone to take them home.
On the outside, it looks like a happy ending: K-Beauty “conquered” the world. But I kept wondering:
The Question I Couldn’t Ignore
I grew up in Korea, surrounded by a culture where skincare is not only about looking pretty, but about respecting your skin. My friends and family didn’t just ask, “Does this look good?” – they asked, “Is this gentle? Is this good for my skin long-term?”
Then I moved to Switzerland and watched my friends discover K-Beauty with so much curiosity… and just as much confusion.
Which product goes first? Is this ingredient okay for sensitive skin? Why are there ten steps? And if a K-Pop idol used this cream once, does that mean it’s right for me?
In all that noise, the original heart of K-Beauty – kindness to the skin – was getting harder to see.
Why I Created KKUMIDA – The Bridge
That’s the moment when KKUMIDA was born in my mind: not as “just another store”, but as a bridge.
A bridge between the innovation of Korean skincare and your daily routine here in Switzerland. A bridge between trend and understanding. Between “I saw it on TikTok” and “I know why this works for my skin.”
I wanted KKUMIDA to feel like that one friend who has already read all the ingredient lists for you, tested products, and can gently say:
How We Curate for You
At KKUMIDA, we don’t bring in everything just because it’s popular. We look carefully at:
- Is the formula kind to the skin barrier?
- Are the ingredients aligned with modern research?
- Does it fit values like vegan, fragrance-free or gentle actives?
- Does the texture work in a real routine (AM & PM)?
- Does it layer well with other products?
- Does it make sense for Swiss climate and lifestyle?
When you pick up something from KKUMIDA, we want you to feel calm, not overwhelmed. Not “I hope this works,” but “I understand why this could be right for me.”
Bringing the Heart of K-Beauty Back
K-Beauty was never meant to be just a trend. At its best, it is a gentle, thoughtful philosophy of caring for your skin with patience, respect and curiosity.
My wish is to bring that heart back into every product we share with you – not as a 10-step rule you “must” follow, but as a flexible, realistic routine that feels good for your skin and your life.
Walk the Bridge With Us
If you’re curious about K-Beauty but tired of guessing, we’re here for you. Explore our curated selection, or start with our short skin quiz to get a personalised routine that actually makes sense.
Start Your Skin Match ↗Prefer to browse first? Discover our selection in the KKUMIDA shop or learn more about our values in The KKUMIDA Six.
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