The Musinsa Beauty zone on the second floor of Musinsa Megastore Seongsu [Musinsa]
The Musinsa Beauty zone on the second floor of Musinsa Megastore Seongsu [Musinsa]

Transaction volume in Musinsa Global Store's beauty segment has surged as growing numbers of overseas cosmetics enthusiasts seek out K-beauty brands.

Musinsa Beauty's transaction volume in the first half of this year (January–June) rose about 4.6 times, or 361 percent, from the same period last year. Musinsa Global Store operates across 13 markets, including the United States, Japan and Southeast Asia.

The platform's biggest discount event of the half, the Monster Sale, was a key driver of that growth. The event, held June 14–24, drew participation from about 3,000 fashion and beauty brands offering discounts of up to 80 percent. As a result, beauty transaction volume in June hit an all-time monthly high.

Musinsa attributes its competitiveness to exclusive and differentiated products, offering around 500 items difficult to find on other platforms. The platform also carries private-label brands including Oddtype, Witchy and Musinsa Standard Beauty.

Among individual markets, Japan stood out. Transaction volume from Japan in the first half rose 770 percent from the same period last year. A pop-up event held in Tokyo in April, featuring Wonething, Dewytree and The Tool Lab, among others, drew 75,000 visitors. Participating brands saw their average transaction volume quadruple compared with before the pop-up.

"We will continue to support the entire overseas sales process — including automatic product review translation, domestic product code integration and global fulfillment — to give brands an environment where they can focus on expanding into new markets," a Musinsa Beauty official said.


siuu@heraldcorp.com