From global beauty labels such as MAC and NARS to local indie brands, companies are choosing Musinsa to unveil their new products first. Exclusive early launches on Musinsa Beauty averaged about 100 products a month this year.
Musinsa said on the 2nd that exclusive early launches on its beauty platform averaged roughly 100 products a month from January through September. The range of participating brands is widening, spanning global names such as NARS and MAC, major Korean brands including Sulwhasoo and Cellex, and newer indie labels.
Shoppers in their teens, 20s and 30s make up about 80% of Musinsa Beauty's customers. That allows brands to unveil new products to young consumers first and gauge early market response. Musinsa produces its own content tailored to each product's concept and links it with offline stores to amplify the effect of early launches.
Makeup brand Jung Saem Mool unveiled a product tied to the film "The Devil Wears Prada 2" on the platform in April. Transaction volume rose 77% from a year earlier during the April 9-15 campaign.
In the same month, Lush's exclusive "Super Mario" collaboration edition lifted the brand's transaction volume 64% from a year earlier. In August, MAC sold a limited edition created with Jean-Michel Basquiat on Musinsa Beauty first.
LUNA, a makeup brand owned by Aekyung Industrial (018250), recently joined. LUNA unveiled its new "Cloud Layer Collection" exclusively on Musinsa Beauty on the 30th of last month and will sell it there exclusively through the 31st of this month. Alongside online sales, it is running a pop-up store at Musinsa Megastore Seongsu in Seoul's Seongsu-dong through the 14th.
Musinsa has sharply expanded its brand and product lineup since launching a dedicated beauty section in November 2021. After overhauling the section in December 2022, it has held beauty festivals and offline pop-ups, extending customer contact points for a beauty business that had centered on online sales.
"Demand to launch on Musinsa Beauty first has been steady because brands can quickly reach young customers who are sensitive to trends," an official at Musinsa Beauty said. "We will continue to strengthen our capabilities as a channel that effectively promotes new products by linking content suited to each brand's character with online and offline experiences."
