For international K-beauty brands like Yepoda, crafting products inspired by Korean trends for a worldwide audience is incredibly lucrative. But when the brand’s co-founder, Sander Joonyoung van Bladel, planned to introduce its own take on one of South Korea’s biggest beauty categories — cushion foundations — he faced scepticism. Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.