Musinsa Standard Beauty Sees 2.5x Transaction Growth in First Half... "Targeting China This Year"

Affordable Skincare Under 5,000 Won Gains Popularity
480,000 Units Sold in 10 Months
Cumulative Fragrance Sales Reach 200,000 Bottles

Musinsa Beauty announced on August 4 that the transaction volume of its private label brand (PB), Musinsa Standard Beauty, grew 2.5 times year-on-year in the first half of this year. Following its entrance into the Australian offline market this month, the company is planning to expand into the Chinese market within this year to accelerate its global market expansion.

According to Musinsa Beauty, the on- and offline transaction volume of Musinsa Standard Beauty during the first half of 2026 (January to June) increased by approximately 153% compared to the same period last year, achieving the highest semi-annual performance to date.

Musinsa Standard Beauty Skincare Product Image. Musinsa

Musinsa Standard Beauty first introduced its skincare line in September 2025, launching eight products—including toner, serum, cream, and cleansing foam—in the price range of 3,900 to 5,900 won. In November of the same year, the company added hand cream and lip essence to its lineup. In March of this year, it launched three sunscreen products in collaboration with leading global ODM (original development and manufacturing) company Cosmax, bringing the total number of skincare items to nineteen. The cumulative number of skincare products sold over the past ten months stands at approximately 480,000 units.

The fragrance products have also been popular. Since their initial launch in September 2024, cumulative sales have reached 200,000 bottles. The signature "After Shower Perfume" product alone has sold more than 20,000 units. Next month, Musinsa plans to release a new scent, "Seongsu," inspired by the atmosphere of Seongsu-dong.

Following the expansion into Australian offline retail channels this month, Musinsa Standard Beauty is planning to further broaden its global customer reach by entering the Chinese market within this year.

A Musinsa Standard Beauty representative said, "Since the second half of last year, we have rapidly expanded our brand portfolio by adding products such as toner, serum, and sunscreen to our skincare lineup. We plan to continue introducing products that are competitive in both quality and price, strengthening our competitiveness both in the domestic and global markets."

This content was produced with the assistance of AI translation services.