MIHO is a Danish webshop founded in 2023 by Sidsel Falkencrone, a biomedicine researcher with a PhD in dermatology and allergy. The company specializes in high-end K-beauty products which are handpicked and scientifically validated for documented effects, focusing on products without harmful chemicals. MIHO offers a curated selection of Korean skincare brands and products such as serums, creams, toners, cleansers, and masks, emphasizing skincare based on science and skin health. The products are EU-approved, allergy-tested, and selected to ensure safety, effectiveness, and quality. MIHO operates purely online with a logistics warehouse in Denmark, providing free shipping over 499 DKK and has a strong Trustpilot rating of 4.9. Their portfolio includes skincare products for different skin types and focuses, including anti-age, acne, pigmentation, and hydration.