MUSINSA Beauty, the online and offline beauty curation service operated by MUSINSA, has announced an aggressive expansion strategy as it prepares for a full-scale leap toward ‘Next Beauty’ beginning in 2026. Building on last year’s strong growth momentum, the company plans to increase investment this year to further solidify its differentiated positioning in both domestic and global beauty markets.
Leveraging its strong online fan base, MUSINSA Beauty will expand offline touchpoints starting this year. This decision follows the proven success of pop-up stores held last year at key locations such as Seongsu and DDP, which demonstrated the brand’s significant offline impact.
MUSINSA Beauty’s first permanent offline store will open in the second quarter of this year within the ‘Musinsa Megastore Seongsu,’ a large-scale multi-brand retail space set to debut in Seongsu-dong, Seoul. Through an omnichannel strategy that seamlessly connects online curation with offline experiences, MUSINSA Beauty aims to maximize customer engagement while offering brand partners diverse marketing opportunities.
The offline store will feature specialized zoning by product category, including makeup, skincare, and fragrance. In addition, MUSINSA plans to enhance buzz through exclusive exhibition content that highlights collaborations between fashion and beauty—an area in which the company holds a distinctive competitive edge. Approximately 800 beauty brands are expected to be featured at the Mega Store Seongsu, curated from a selection of notable domestic and international indie brands that align with MUSINSA’s vision of ‘Next Beauty.’
MUSINSA Beauty will further strengthen its unique value proposition centered on the fusion of fashion and beauty. Following the strong market response to large-scale projects such as the ‘Catch! Teenieping’ collaboration held in December 2025, the company plans to develop similar initiatives into a recurring series. By significantly expanding collaborations with renowned IPs (intellectual properties) as well as fashion brands, MUSINSA Beauty aims to establish a distinctive identity available exclusively through its platform.
Global expansion has been identified as the core strategic focus of MUSINSA Beauty’s brand business this year. Capitalizing on the brand recognition and product competitiveness established in the domestic market since launch, MUSINSA Beauty plans to broaden distribution through overseas online and offline channels. Last year, transaction value for MUSINSA’s four in-house beauty brands—MUSINSA STANDARD Beauty, Oddtype, Whizzy, and No the Love—increased by 120% year over year.
This year, MUSINSA Beauty plans to appoint brand ambassadors for its in-house brands to enhance mainstream awareness, while aggressively introducing new product lines that reflect evolving customer needs. The company also intends to expand its global reach beyond North and South America—where demand for K-beauty remains strong—to emerging markets in the Middle East.
A MUSINSA Beauty official said, "Last year, MUSINSA Beauty recorded growth of more than 50% year over year, demonstrating its potential as a platform that goes beyond a simple sales channel to define new beauty trends.’ The representative added, ‘In 2026, through expanded investment across online and offline channels and accelerated global market entry, we will clearly establish what MUSINSA defines as ‘Next Beauty’ in the global marketplace."