{
  "id": 9112181,
  "title": "MISSHA expands European outreach at Milano Beauty Week",
  "url": "https://urgent.news/2026/09/22/missha-expands-european-outreach-at-milano-beauty-week",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-22T08:52:03.000Z",
  "source": {
    "name": "The Korea Times",
    "slug": "the-korea-times",
    "url": "https://www.koreatimes.co.kr/business/companies/20260922/missha-expands-european-outreach-at-milano-beauty-week"
  },
  "original_language": "en",
  "account": "Missha, a beauty brand under Able C&C, showcased its products and expanded its outreach in Europe during Milano Beauty Week. The Korean cosmetics company's presence was a testament to the growing significance of the European market to its international business. The event was held in Milan from Wednesday to Sunday, local time. Missha partnered with Italian fashion and beauty retailer OVS to participate in the event.\n\nMissha displayed its BB creams, a glow primer line, and PDRN-NAD+ skincare products, emphasizing the convergence of skincare and makeup. The brand's representatives prepared samples for attendees, which were exhausted early in the event, indicating a strong consumer interest in their product formulations and performance. Milano Beauty Week, organized by OVS and Cosmetica Italia, an Italian association of personal care solution companies, attracted around 275,000 participants last year.\n\nIn preparation for Milan Fashion Week, Missha is also operating a dedicated booth and hosting beauty classes at OVS's Shakaland Beauty H.",
  "summary": "Able C&C’s beauty brand MISSHA promoted its products and expanded consumer outreach in Europe during Milano Beauty Week, underscoring the region’s growing importance to the Korean cosmetics company’s overseas business. MISSHA participated in the event, held in Milan from Wednesday to Sunday (local time), through a partnership with Italian fashion and beauty retailer OVS. The company showcased its…",
  "key_points": [
    "Missha showcased products at Milano Beauty Week in Milan.",
    "Partnered with OVS for event participation.",
    "Sold out BB cream samples during the event."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "The Korea Times",
        "title": "MISSHA expands European outreach at Milano Beauty Week",
        "url": "https://urgent.news/2026/09/22/missha-expands-european-outreach-at-milano-beauty-week-9114319",
        "published": "2026-09-22T09:12:03.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}