Visitors browse brand booths and take part in events at the "Next Beauty Hall" of Musinsa Beauty Festa in Seongsu, held in Seongsu-dong, Seongdong-gu, Seoul. [Provided by Musinsa]
Visitors browse brand booths and take part in events at the "Next Beauty Hall" of Musinsa Beauty Festa in Seongsu, held in Seongsu-dong, Seongdong-gu, Seoul. [Provided by Musinsa]

Musinsa Beauty's combined online and offline beauty festival, known as MBF (Musinsa Beauty Festa), posted strong sales growth across both channels.

Musinsa Beauty said Tuesday that transaction volume from beauty brands participating in the online MBF — held from Aug. 10 to Aug. 23 — jumped 246 percent compared with the same period last year (Aug. 11–Aug. 24, 2025). Sales also rose 150 percent from the immediately preceding equivalent period (July 27–Aug. 9, 2026). More than 800 beauty brands took part in the online festival.

The offline component, "MBF in Seongsu," ran from Thursday to Sunday in Seongsu-dong, Seongdong-gu, Seoul, drawing about 31,000 visitors. Beauty customers at the Musinsa Mega Store Seongsu — connected to the outdoor event space — jumped 98 percent compared with the previous week, and the share of store visitors who purchased beauty products roughly doubled.

Online transaction volume for the more than 60 brands that participated in MBF in Seongsu jumped 226 percent during the same period compared with the preceding equivalent period (July 27–Aug. 9, 2026), suggesting that in-person brand experiences translated directly into online purchases.

Collaborative products blending fashion and beauty also stood out. Bariway, an inner-beauty brand that launched a collaboration with Findkapoor featuring an eco bag, protein pouch and keyring, saw its transaction volume surge 36-fold from the preceding equivalent period. Fib and Rom&nd, which collaborated with Have a Whale and Lora Lora, respectively, posted transaction volume gains of 942 percent and 269 percent over the same period.

Combined transaction volume for 20 emerging beauty brands grew 790 percent year-on-year. Musinsa, working with the Ministry of SMEs and Startups and Cosmax, selected 20 domestic companies with high growth potential under a "Rising Beauty" program and supported their online and offline sales channels.

Musinsa Beauty plans to expand its offline presence starting with a new store in Seoul's Hongdae neighborhood in September. "We confirmed that the brand competitiveness and content planning capabilities Musinsa Beauty has built online can be extended into offline customer experiences," a Musinsa official said. "We will create a new shopping experience unique to Musinsa Beauty."


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