Musinsa is strengthening its global store's beauty category, expanding overseas opportunities for domestic small beauty brands. This year, beauty sales in the global store have increased more than fivefold compared to the same period last year, with nine out of the top ten brands being domestic small brands.
On September 28, Musinsa reported that from January 1 to September 15, beauty sales in its global store rose by 434.6% year-on-year, marking an increase of approximately 5.3 times compared to the same period last year.
The Musinsa global store serves as a platform where overseas consumers can discover and purchase a variety of K-fashion and K-beauty brands in one place. As of September this year, the global store operates in 13 regions, including the United States, Japan, and Southeast Asia, featuring around 500 beauty brands and approximately 12,000 products.
Starting in 2024, Musinsa plans to significantly enhance the beauty category of its global store, further expanding the overseas sales channels for domestic beauty brands. The company noted that customers visiting the global store for K-fashion are naturally extending their interest to beauty products such as hair styling and makeup. Given the high proportion of small brands in Musinsa Beauty, the company believes this will positively impact their expansion into international markets.
Analysis of the top 100 beauty brands in the global store from January 1 to September 15 revealed that 88 of them are small brands, excluding four Musinsa-owned brands (Od Type, Wich, Iguer First, and Musinsa Standard Beauty). This means that over 90% of the top ten brands by sales are small brands.
Among the leading brands are hair device brands Bodyna and JMW, men's grooming brand Dashu, makeup tool brand Picasso, and makeup brand Jung Saem Mool. Various domestic small brands, including skincare brands Beplain and S Nature, haircare brand Chahong, and fragrance brand Fleurbois, are also included.
Musinsa provides operational support necessary for small brands to enter overseas markets. It offers services such as international shipping, customer service, automatic translation of product reviews, domestic product code integration, and global fulfillment to help brands expand their sales channels through the global store.
Brands can send products to Musinsa's logistics center using their existing domestic product codes, after which Musinsa handles international shipping and customer service. Reviews accumulated in Korea are also automatically translated for exposure in the global store. This allows small brands to manage domestic and international sales products without needing to establish separate overseas sales infrastructure.
A Musinsa representative stated, "As global demand for K-beauty expands, various domestic small beauty brands are meeting overseas customers through the global store and achieving tangible sales results. We will continue to enhance support for competitive domestic small brands to grow in international markets based on our global sales infrastructure, including shipping, logistics, and customer service."
Meanwhile, Musinsa Beauty's first standalone offline store, Musinsa Beauty Hongdae, has surpassed 250 million won in cumulative sales just three days after opening, driven by purchases from its core customer base of women in their 20s and 30s, as well as foreign customers.
* This article has been translated by AI.
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