MISSHA expands European outreach at Milano Beauty Week

MISSHA, a beauty brand under Able C&C, showcased its products and expanded its consumer outreach in Europe during Milano Beauty Week. The event, held in Milan from Wednesday to Sunday, was a crucial opportunity for MISSHA to underscore the growing importance of the European market to its overseas business operations. Through a partnership with Italian fashion and beauty retailer OVS, the Korean cosmetics company displayed its BB creams, a glow primer line, and PDRN-NAD+ skincare products, all marketed around the convergence of skincare and makeup.

Samples of MISSHA's products were so well-received during the event that they were exhausted early on, indicating a strong interest from consumers in the product formulations and performance. Milano Beauty Week, organized by OVS and hosted by Cosmetica Italia, an Italian association of personal care solution companies, drew about 275,000 participants last year. This year, the brand also managed a dedicated booth for Milan Fashion Week and hosted beauty classes at OVS’s Shakaland Beauty H.