They came to buy clothes, but bought cosmetics too... MUSINSA's K-beauty sales surge

[Financial News] MUSINSA is accelerating its efforts to expand overseas sales, focusing on small and midsize beauty brands.
According to MUSINSA on the 28th, beauty transaction value on MUSINSA GLOBAL increased 134.6% year on year from the beginning of the year through the 15th. MUSINSA showcases about 12,000 products from approximately 500 K-beauty brands across 13 regions, including the United States, Japan and Southeast Asia.
MUSINSA has been strengthening the beauty category on its global store since 2024. In particular, it has focused on the way overseas customers' interest in K-fashion is expanding into beauty. The platform is also serving as a channel for small and midsize beauty brands that struggle to secure overseas sales channels to reach international customers.
The growth of small and midsize domestic beauty brands is already showing results. Of the 100 brands with the highest beauty transaction value on MUSINSA GLOBAL, 88 were classified as small and midsize brands, excluding four MUSINSA-owned brands, including Oddtype.
The top brands by transaction value included hair-device brands such as vodana and JMW, as well as skincare and haircare brands including beplain and S.NATURE.
MUSINSA is supporting small and midsize brands' expansion overseas through its global store. It provides overseas shipping, customer service, product-review translation and integration with domestic product codes, allowing brands to manage domestic and international sales together without building separate sales infrastructure.
A MUSINSA representative said, "We will expand our support so that competitive domestic small and midsize brands can grow in overseas markets based on our global sales infrastructure."
CJ Olive Young also announced plans to enter the United States this year, accelerating its efforts to expand overseas sales channels for K-beauty products. It opened two stores, starting with the Pasadena location in Los Angeles in May, and last month introduced Olive Young K-Beauty Edit displays in approximately 580 Sephora stores in the United States and on its online mall. The company plans to increase access to K-beauty products by showcasing them at Sephora, the world's largest beauty specialty retailer.
[email protected] Kang Myeong-yeon Reporter