Loft, Plaza, and Over 200 Stores Open
Targeting the Japanese Market with K-Beauty Trends
Musinsa announced on the 7th that its own beauty brand, Oddtype, has signed an export contract for the Japanese market. Starting from the 12th, Oddtype will showcase its signature products at over 200 LOFT and PLAZA stores, lifestyle shops in Japan.
LOFT and PLAZA are representative large-scale lifestyle stores in Japan, known for housing popular beauty brands ranging from local Japanese brands to global cosmetics companies, and are mainly frequented by younger customers.
In April, Oddtype held a pop-up event at the @cosme flagship store located in Tokyo, Japan, receiving positive responses from local buyers.
At LOFT and PLAZA stores, Oddtype will present its signature products, the most popular 'Unseen Mirror Tint' and 'Unseen Balloon Tint' in Korea. Notably, the Unseen Balloon Tint achieved sales of 200 million KRW over 21 days as a single product during the Musinsa Beauty Festa held both online and offline since August.
Launched in 2023 as Musinsa Beauty’s own brand, Oddtype is rapidly growing by attracting beauty customers in their teens and twenties with iconic designs and sophisticated color products. The cumulative transaction amount for Musinsa Beauty in the third quarter of this year has grown more than tenfold compared to the same period last year. Moving forward, Oddtype plans to expand collaborations with major stores in Japan and introduce a diverse product lineup to showcase new K-beauty trends.
A Musinsa representative stated, "This export contract for Oddtype in Japan is a case where a K-beauty brand, which has received a good response domestically, has successfully entered the global market based on Musinsa’s expertise. We expect Oddtype’s sophisticated products to satisfy Japanese consumers’ beauty needs and increase recognition as a global beauty brand."
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