Shin Yoojung of Able C&C: "Innovating While Preserving the Essence... Missha Aims to Become a Centenarian Brand"

Participating in Milan Beauty Week
Targeting Local Consumers with BB Cream and PDRN Lines

Able C&C announced on September 22 that Missha participated in "Milano Beauty Week 2026," held in Milan, Italy from September 16 to 20, and showcased its signature products.

Milano Beauty Week is a large-scale beauty festival organized by Cosmetica Italia and hosted by the Italian fashion and beauty distribution channel OVS. Last year, approximately 275,000 people participated in the event.

Shin Yoojung, CEO of Able C&C, emphasized "the harmony of European beauty heritage and K-Beauty innovation" at the Milano Beauty Walk. Able C&C

Missha operated a brand booth and beauty classes at Garden Senato, a main event venue in Milan, together with OVS’s beauty brand "Shaka." The brand showcased global bestsellers such as its BB Cream, Glow Primer, and its high-performance skincare line "PDRN·NAD+", and the prepared samples were quickly exhausted at the beginning of the event.

Shin Yoojung, CEO of Able C&C, attended the "Orientrade Beauty Night Club" held during the event as a speaker and gave a presentation on the background of K-Beauty’s growth and changes in the global beauty market. The event was attended by around 400 industry professionals, media, and influencers from the European beauty sector.

CEO Shin explained that the high standards of Korean consumers have driven K-Beauty innovation. She especially highlighted the convergence of skincare and makeup, introducing Missha’s BB Cream—which combines skincare, makeup, and sun protection—as a representative example.

She said, "There is much to learn from Europe’s long-standing beauty brands," and added, "I hope to see beauty brands that last for over 100 years by continuously innovating while preserving the essence of the brand." She emphasized, "We will do our utmost to make Missha one of them."

In the second quarter of this year, Able C&C’s European sales increased by 48% compared to the same period last year, marking the company’s highest-ever quarterly sales in Europe. During the same period, total overseas sales rose by 38%, and the share of overseas business in overall sales expanded to 75%.

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