MISSHA, under the aegis of global beauty enterprise Able C&C and led by CEO Shin Yoo-jung, made a significant mark at Cosmoprof Bologna 2026, held from March 26 to 28, showcasing its strategic intent to penetrate the European marketplace further.

Cosmoprof Bologna stands as one of the world's largest beauty trade fairs, featuring over 3,000 companies from approximately 150 countries and attracting more than 250,000 visitors, making it a premier B2B platform for brands and global buyers to collaborate.

Building on its recent successes in Eastern Europe, particularly in Poland, Turkey, and Russia, MISSHA aims to establish Italy as a stronghold for its efforts to expand into Western Europe.

The company is rapidly growing its distribution network, with a presence in about 530 offline and online stores through key Italian beauty and retail channels including OVS, Douglas, DM, and Tigotà.

During the event, MISSHA showcased its core products like the 'M Perfect Cover BB Cream' and the 'M Perfect Cover Serum BB Cream.

' Additionally, it unveiled its upcoming line, 'PDRN NAD+'—set for domestic launch in April—which focuses on skin vitality and energy management and aligns with the rising 'skin longevity' trend in the beauty industry.

Significantly, MISSHA employed a multifaceted marketing approach at the trade fair, ranging from the distribution of goodie bags through its European distributor to advertising within and outside the venue, flyer distribution, and active social media engagement.

A dedicated B2C booth facilitated on-site sales, enhancing direct consumer interactions.

An Able C&C spokesperson noted, "By participating in Cosmoprof, we plan to expand our networks with global buyers and translate those connections into tangible business outcomes.

Our strategy is dual-pronged: to identify new distribution partners and simultaneously amplify our market influence based on our anticipated growth in Europe. "

With MISSHA and A'PIEU at the helm of its brand portfolio, Able C&C operates in 56 countries with over 42,000 stores worldwide.

Leveraging 25 years of accumulated brand equity and a robust execution capability, the company is dedicated to crafting innovative products and localizing strategies, ensuring sustained growth and competitive advantage in an ever-evolving beauty landscape.