Able C&C (CEO Shin Yoo-jung) announced on the 4th that its MISSHA brand will enhance its global competitiveness by renewing its flagship products, the M Perfect Cover BB Cream (red BB) and the M Perfect Cover Serum BB Cream (purple BB).

Since its launch in 2007, MISSHA's BB Cream has sold over 100 million units, contributing to the popularization of functional BB creams and positioning itself as a global bestseller driven by more than 20 years of accumulated expertise and brand heritage. Notably, the product recently ranked first in the BB cream category on Amazon in the U.S., thereby establishing itself as a leading product in the global beauty category.

The renewal introduces the designation of 'PRO' in the product name to more clearly convey the extensive foundation makeup expertise cultivated by MISSHA over the years. The packaging has been redesigned with a modern and sophisticated look, featuring transparent sections that allow consumers to see various color shades at a glance. Additionally, the slim form factor enhances portability and grip, while ingredient transparency on the packaging aims to boost product trustworthiness.

With this renewal, Able C&C intends to actively promote its core technology, the 'onggi fermentation' method. Utilizing a 300-year tradition of Miryok Onggi from Boseong, Jeollanam-do, the company is highlighting a skincare technology that naturally transforms ingredients through fermentation. Notably, the red BB cream stabilizes rosemary leaf extract, while the purple BB cream employs anthocyanins from beets, eggplants, and blueberries, creating a hybrid product that goes beyond coverage to provide hydration and elasticity.

The newly renewed BB creams will expand distribution across major global online and offline channels, building on success in the North American market, and plan to tap into new channels in Europe to bolster global business. Domestically, the BB creams will be introduced sequentially through platforms like Olive Young and Musinsa.

According to Jo Ye-seo, head of Brand Strategy at Able C&C, "MISSHA has historically led the hybrid beauty trend with its BB cream. Through this renewal, we aimed to more clearly communicate the product's intrinsic competitiveness and differentiated value. We plan to continually evolve the BB cream category and strengthen our leadership in the global market."