Missha Teams Up with Wanghong, Achieves 51% Sales Surge in China's '618 Shopping Festival'

China, Largest Export Market for K-Beauty
Expanding Online Channels and Strengthening Collaboration with Famous Wanghong

Cosmetics company Able C&C Missha announced on the 15th that its sales during China's largest online shopping festival, the '618 Shopping Festival,' increased by 51% compared to the same period last year.

The popular product in this event was the best-selling ‘M Perfect Cover BB Cream’ line. Sales volume increased by 21% during the same period. This product is affectionately called 'Hong (紅) BB' in China and has gained a strong reputation. With a reasonable price range and addressing the grayish color, which was considered a drawback of existing BB creams, it creates a natural base color, making it highly popular among Chinese women in their 20s and 30s.

Purchases continued even after the event ended, and it ranked second in repurchase numbers on Tmall, China's largest e-commerce platform.

Missha conducted a live broadcast on the Chinese live commerce platform 'Kuaishou' with the influencer 'Wu Doryeong,' who has over 40 million followers, and all the initial stock prepared was sold out, boosting sales performance.

Currently, Missha regards China as one of its important global markets, given that China is the largest export destination for K-beauty. According to customs trade statistics, from January to May this year, China's cosmetics export value was $1.05 billion, followed by the United States at $720 million and Japan at $410 million. In response, Missha is focusing on continuously strengthening brand competitiveness through expanding online channels and collaborating with famous influencers.

Im Jun-won, head of Able C&C Missha's China branch, said, "Through the results of this 618 Shopping Festival, we were able to reaffirm Missha's brand awareness and product competitiveness in the Chinese market," adding, "We will closely observe the latest trends of Chinese consumers who value reasonable consumption and seek additional growth through localized marketing."

Meanwhile, Able C&C Missha has grown into a global beauty brand, expanding into 38 countries worldwide with over 40,000 stores. Able C&C has built a brand portfolio covering basic and color cosmetics, herbal and derma fields, including Missha, A'PIEU, Chogongjin, Stila, Celapy, and Lapothicell.