MUSINSA’s beauty brand ODDTYPE is accelerating its global expansion, entering the Southeast Asian market following its successful launch in Japan.
In the first half of this year, ODDTYPE signed an exclusive distribution agreement with Guardian Malaysia, the country’s leading health and beauty retail chain, and successfully launched at two key flagship locations last month — Aeon Big Ampang, one of Malaysia’s largest shopping malls, and IOI City Mall Putrajaya, a prime retail hub with high accessibility and foot traffic.
Guardian Malaysia operates over 500 stores nationwide and is part of a major Southeast Asian retail network, making it a critical partner for ODDTYPE’s regional growth strategy. Building on the initial rollout, MUSINSA plans to expand ODDTYPE’s presence to over 100 Guardian stores across Malaysia by the first half of next year.
At Guardian stores, ODDTYPE will offer its full lineup of 28 products, including its bestsellers: △ Unseen Balloon Tint △ So Touchable Water Blush △ Unveiled Skin Highlighter △ Unseen Dew Glow Balm
This marks ODDTYPE’s second major step in its global offline expansion. Following its successful entry into the Japanese market last year, the brand has established a strong retail presence by securing placements at LOFT and PLAZA, two of Japan’s largest lifestyle retailers. In addition, ODDTYPE has expanded its visibility through @cosme, the country’s leading beauty multi-shop platform. On the online front, ODDTYPE is currently available on Amazon US and is set to officially launch on Stylevana, a prominent global beauty platform, later this month.
ODDTYPE has also been gaining strong traction in Korea, particularly among international shoppers. In the first half of this year, nearly half of all ODDTYPE purchases at Musinsa Store Seongsu@DaelimChanggo were made by overseas customers.
A MUSINSA official commented “It is rare for an entire product lineup from a single brand to be introduced from the very first launch. This reflects strong recognition of ODDTYPE’s unique concept and product quality in the local market,” They added “Building on our successful entry into Malaysia, we plan to accelerate our expansion into other Southeast Asian markets, including Singapore and Thailand, through strategic partnerships with leading retail channels.”