Oddtype, a frameless beauty brand of MUSINSA, made its debut at Japan’s largest global beauty trade show, COSME Week TOKYO, drawing significant attention.
COSME Week is a large-scale cosmetics industry trade show held annually in Japan. The event brings together over 30,000 buyers, manufacturers, and distributors from around the world to explore the latest trends and discover new business opportunities.
Oddtype operated a booth aligned with its brand philosophy of introducing iconic beauty unlike anything seen before. The brand showcased a curated selection of its most popular products in Japan, including the △Mute Sleek Eye Palette, △So Touchable Water Blush, and △Unseen Balloon Tint.
Over the course of the three-day event, Oddtype’s booth attracted more than 3,000 visitors, including buyers from over 50 distribution companies—among them major Japanese department stores—as well as influencers active in Japan. In particular, global beauty industry professionals took notice of Oddtype’s distinctive brand identity and product strength, highlighted by its unique applicators and sophisticated, design-forward aesthetics.
In October of last year, Oddtype made its official entry into the Japanese market by launching in over 200 stores of renowned lifestyle select shops LOFT and PLAZA. The brand received a positive response from local consumers, with its products placed on top-shelf displays at major locations.
Through its participation in this exhibition, Oddtype aims to further strengthen its brand presence in Japan and accelerate its market expansion by pursuing pop-up store operations in major department stores.
A MUSINSA official commented, “Oddtype’s booth drew visible results, with global beauty buyers expressing strong interest and proposing various forms of collaboration.” The official added, “We aim to continuously expand our presence in Japan’s thriving K-beauty makeup market and gradually extend our reach into Southeast Asia.”