MISSHA, a brand under global beauty company Able C&C (CEO Shin Yu-jeong), announced on the 30th that it has been named 'North America No.1 K-Beauty BB/CC Cream on E-commerce' according to research conducted by global market intelligence firm Euromonitor International.

This designation is based on sales data collected from major e-commerce channels in North America for the BB/CC cream category in 2025, positioning MISSHA as the leading brand in this competitive landscape. Euromonitor notes that the BB/CC cream market in the United States—a key segment of the North American beauty market and the largest beauty consumption market globally—is valued at $465 million and has experienced an annual growth rate of 10% over the past five years.

The flagship product, 'M Perfect Cover BB Cream (Red BB)', has demonstrated remarkable sales velocity, with one unit sold every five seconds after launch, boasting over 100 million cumulative global sales. Its strong coverage, durability, generous volume, and reasonable pricing, coupled with its all-in-one formula integrating UV protection and skincare functions, have appealed significantly to North American consumers.

MISSHA has accelerated recognition and sales through strategic content marketing on global short-form platforms such as TikTok and partnerships with local influencers, which have catalyzed product awareness and engagement among targeted demographics. Recently, the 'M Perfect Cover Serum BB Cream (Purple BB)' has emerged as a new growth driver, capturing attention as a hybrid product aligned with global beauty trends favoring natural skin expression, such as Glass Skin and Clean Girl aesthetics.

This product incorporates ten key fermented ingredients from Able C&C's renowned anti-aging formulation, 'Time Revolution Night Repair Ampoule (Purple Ampoule)', which supports anti-aging, hydration, and radiance simultaneously with makeup application. To accommodate diverse local skin tones, the product line has expanded to include ten color options, broadening consumer choice.

The competitive edge of Able C&C's MISSHA BB cream stems from its proprietary 'onggi fermentation' technology. The company utilizes traditional 300-year-old ongigi pottery from Boseong, Jeollanam-do, for the fermentation process, which transforms raw materials into skin-friendly compounds through natural fermentation techniques.

Joye Seo, Head of Brand Strategy at Able C&C, stated, “The success of our BB cream in the North American market is significant not just in sales figures but also in solidifying BB cream as a mainstream product category for K-Beauty in this region. Leveraging over 25 years of accumulated brand knowledge and rapid execution capabilities, Able C&C will continue to introduce innovative hybrid products that blur the lines between skincare and makeup as a heritage indie brand.”