It all started with one simple wish: to feel good in your skin.

For our founder, Yao Ming Su, healthy skin wasn't something he could take for granted. From a young age, he struggled with eczema and sensitive skin. Countless visits to doctors and trying different products brought temporary relief, but never a lasting solution.

Like many people dealing with sensitive skin, he knew how frustrating it felt to spend money on products that promised everything but delivered little. That experience sparked a simple question:

What if skincare could actually help instead of making things worse?

As he discovered Korean skincare through the Asian beauty community, he noticed a different approach. Instead of harsh ingredients and heavily fragranced formulas, many Korean products focused on supporting the skin barrier with gentle, skin-friendly ingredients. It wasn't about chasing quick fixes, it was about caring for your skin in the long run.

That philosophy became the foundation of YaoSkin.

Interestingly, YaoSkin is also a little wordplay. In Dutch, "Yao" is pronounced like "jou", meaning "your." So YaoSkin also sounds like "Your Skin." Because in the end, skincare has never been about us, it's about helping your skin become its healthiest self.

From an attic to a growing community

In 2020, with support from his parents, Yao started a small online webshop from the attic of their family home. Every order was packed by hand, while countless hours were spent researching Korean skincare, testing products, and reaching out to Korean brands one by one.

There were no guarantees that it would succeed. Just a belief that more people deserved access to gentle, effective skincare that could truly make a difference.

As more customers discovered YaoSkin, something became clear: people weren't only looking for products. They wanted honest advice from someone who understood their skin concerns.

That trust became the heart of everything we do.

In 2022, YaoSkin opened its very first physical store at Kruisplein in Rotterdam. It was a small space, but it marked a big step. For the first time, customers could receive personal skincare advice face-to-face and discover Korean skincare in a welcoming environment.

Growing with our community

What started as an attic webshop continued to grow alongside the community that believed in YaoSkin.

In 2024, we proudly opened our flagship store on Rotterdam's Lijnbaan, creating a bigger space where even more people could explore Korean skincare, receive personal advice, and discover routines tailored to their skin.

One year later, in 2025, YaoSkin expanded again with a second store in Utrecht, another milestone in our mission to make Korean skincare more accessible throughout the Netherlands and, one day, across Europe.

More than skincare

Today, YaoSkin is still driven by the same purpose it started with.

We carefully select Korean skincare that is gentle, effective, and focused on healthy skin rather than quick trends. Every product is chosen with the same question in mind:

Would we confidently recommend this to someone with our own skin concerns?

Whether you're dealing with acne, dryness, sensitivity, eczema, or you're simply looking for a skincare routine that works, we're here to help you find products that suit your skin, not someone else's.

Because skincare isn't about chasing perfection.

It's about feeling comfortable, confident, and happy in your own skin.

Feel good in your skin.
— YaoSkin