Able C&C Achieves Record Sales During Amazon Prime Day, Boosting MISSHA's Presence

Able C&C announced on the 10th that its brand MISSHA achieved record sales during Amazon's Prime Day held from June 23 to June 26, demonstrating a 43% increase compared to the same event last year and a remarkable 123% growth compared to the previous event in October. This performance not only emphasizes MISSHA’s strong position in the U.S. market but also signals a shift in consumer behavior towards K-beauty products, particularly in the makeup category.

Amazon Prime Day represents one of the largest global shopping events, serving as a critical barometer for assessing a brand's competitiveness in the local market. During this event, MISSHA's primary product line, the BB Cream, experienced significant sales momentum, reinforcing its status as a leading K-beauty brand in base makeup in the United States.

The significance of this performance is further corroborated by a report from Shinhan Investment Corp., which revealed that the 'M Perfect Cover BB Cream' from MISSHA ranked first in Amazon's TOP 100 BB Creams as of June. Additionally, 'M Perfect Cover Serum BB Cream' secured fourth place, while the 'BB Essential Kit' ranked 19th, showcasing its dominant category leadership through multiple products.

While MISSHA excels in base makeup, another brand under Able C&C, A’pieu, is establishing a new growth trajectory in the haircare category. A’pieu's standout product, 'Raspberry Hair Vinegar,' resonated well with local consumers, resulting in an overall sales increase of 53% during Prime Day compared to the big spring sale in March. This product secured the 30th position in the TOP 100 of Korean haircare scrubs on Amazon as of June, reflecting its upward growth trend.

Able C&C attributes this success to its accurate capture of evolving K-beauty consumer trends, which have expanded beyond skincare into makeup and haircare segments. This adaptation is critical for sustaining market relevance and brand engagement, particularly in a highly competitive environment.

Ye-seo Cho, head of brand strategy at Able C&C, stated that U.S. K-beauty consumption has shifted from a focus on skincare to a more diversified approach including base makeup and haircare. By strategically promoting each brand's hero products, such as the dominant MISSHA BB Cream, the company plans to effectively cater to these diverse local needs and expedite growth within the U.S. market.

Able C&C has successfully established itself as a global beauty company, reaching across 56 countries with over 42,000 retail locations through its flagship brands, MISSHA and A’pieu. Leveraging its unique heritage in the K-beauty sector, the company has effectively transitioned into a successful global brand while improving its business operations across marketing, distribution channels, R&D, and brand portfolio. This comprehensive innovation approach positions Able C&C for sustained competitiveness in the evolving beauty landscape.