MUSINSA successfully concluded its first-ever standalone pop-up store in Japan, led by its private label beauty brand.
From June 2 to 4, MUSINSA Beauty hosted a pop-up store in Tokyo, Japan, showcasing its in-house brands Oddtype, WHIZZY, and Rest&Recreation Beauty.
MUSINSA Beauty strategically selected a high-traffic location known as a hub for fashion and beauty trends to effectively introduce its private beauty brands to the Japanese market. Omotesando in Tokyo, where the pop-up was held, is considered a premier shopping destination, home to flagship stores of global high-end brands and Japan’s largest beauty retailer, @cosme TOKYO. The MUSINSA Beauty pop-up attracted strong interest, with over 2,000 female customers in their teens and twenties visiting the space to experience the brand’s new beauty offerings.
Notably, the pop-up introduced Oddtype’s Unseen Balloon Tint and a new cushion foundation, following the brand’s positive reception in Japan since its market entry last October.
WHIZZY, MUSINSA’s 1721 beauty brand launched last month, expanded its offline presence for the first time through the pop-up. Its color cosmetics—including tints and eyeliners—received a positive response from local customers in Japan.
The licensed beauty brand developed by MUSINSA in collaboration with fashion brand Rest&Recreation attracted strong interest from local distribution buyers.
The beauty brand licensed by MUSINSA in partnership with fashion label Rest&Recreation drew strong interest from local buyers. Its success was largely driven by the introduction of a new beauty line under a fashion brand that already enjoys significant popularity in Japan. In addition, the pop-up drew over 500 industry professionals—including Japan-based beauty influencers and retail buyers—further highlighting the growing appeal of K-beauty in the market.
“This achievement is especially meaningful, coming just six months after Oddtype’s launch in Japan. It also offered clear insight into the brand’s global growth potential through diversified distribution channels.”