MISSHA Achieves Major Sales Growth in Japan with Amazon Success

Able C&C, the global beauty company led by CEO Shin Yoo-jung, announced that its cosmetic brand MISSHA has maintained its growth trajectory in Japan through simultaneous re-purchases of existing products and successful launches of locally tailored new products.

According to Able C&C, sales for MISSHA during this year's Amazon Prime Day in Japan have increased by 103% compared to last year’s event. Furthermore, there has been a 205% growth compared to this year's Amazon Spring Sale.

The boost in sales was primarily driven by high-performing base makeup items, such as cushions and BB creams. Notably, sales of the 'M Pro Cover Cushion' refill product saw a 226% increase from the previous year's Prime Day. Refills often indicate high repeat purchase rates from consumers who previously bought the original products. This achievement is attributed to the influx of new customers during the event as well as the expanded repurchase rates of existing buyers, contributing to increased demand.

MISSHA's signature product, 'M Perfect Cover BB Cream PRO,' has also ranked third in the BB cream category on Amazon Japan. Performance from new product launches was promising as well; the 'M Pro Black Mesh Cushion,' co-developed with Japanese makeup artists, immediately reached the top spot in the foundation category, second in base makeup, and third overall in beauty rankings on Qoo10.

Previously, during Amazon Prime Day in the United States, MISSHA's BB cream secured the top position in its category, with brand sales increasing by 43% year-over-year. This trend highlights the competitiveness of MISSHA’s base makeup range in Japan. Following this, the company has expanded its distribution channels to offline retailers across Japan, linking the validated market potential and product competitiveness established online to physical stores.

In celebration of MISSHA's 20th anniversary in Japan this year, the brand currently operates approximately 20,000 offline sales locations, including drugstores such as Welcia and variety shops. By integrating sales data and consumer feedback from Amazon and Qoo10 into their product planning and marketing strategies, they are reinforcing their omnichannel operational strategies.

Development of locally tailored products continues, with an upcoming release in November of a concealer palette co-developed with Japanese makeup artists. This product is designed to cater to the skin tones and concerns of Japanese consumers, such as pigmentation and dark circles. Collaborations leveraging Japanese character IPs like Pochacco, Cinnamoroll, and My Melody are also expanding.

According to the Japan Imported Cosmetic Association, Korean products are projected to account for 30.8% of Japan's cosmetic import market by 2025, maintaining the number one spot as an import country for four consecutive years. Since K-beauty has established itself as a key component within the Japanese market, the focus of competition appears to be shifting from mere distribution expansion to operational capabilities that drive repeat purchases.

The head of Able C&C's Japanese entity stated, "Japan is a market that quickly responds to trends while meticulously verifying quality and brand trustworthiness." She added that the company will continue to enhance customer satisfaction based on 20 years of accumulated understanding of local consumers and operational experiences while further strengthening new product and channel strategies tailored to the Japanese market.

Able C&C is a global beauty company that, with its leading brands MISSHA and A'PIEU, has expanded into 56 countries with over 42,000 stores. Building on 25 years of heritage as first-generation K-beauty, the company is redefining its brand competitiveness and establishing sustainable growth foundations through innovative business approaches that combine the reliability of legacy brands with the agile execution of indie brands.