As the healthy-glow movement keeps rising in beauty circles, prep products—those quick step-ins that perfect skin before makeup—are stealing the spotlight. Global beauty company Able C&C’s Missha has amped up its Glow Prep collection and is zeroing in on the HYBE-led base market.
On March 30, Missha announced the launch of a new Glow Pore Blurring Balm, specifically formulated to blur pores and refine skin texture, and revealed a full packaging redesign for the Glow Prep line. The refreshed lineup now centers on three essentials: Glow Pore Blurring Balm, Glow BB Boomer, and Glow Skin Balm.
The new packaging leans into soft pink and neutral beige shades paired with elegant, curved silhouettes for a more polished look. And because convenience matters, Glow Skin Balm will be available in a full-size 50ml jar and a travel-ready 20ml tube.
Glow Pore Blurring Balm blends the best of a hydrating gel and a primer in a HYBE-type formula, smoothing skin texture and minimizing the appearance of pores while delivering moisture and a velvety finish. Glow BB Boomer is a primer designed to boost BB cream adherence and longevity—its superfine pearl particles lend a natural radiance without causing darkening. Glow Skin Balm is a true multi-tasker, combining moisturizer, morning mask, primer, and glow cream to lock in hydration and create that coveted dewy sheen.
For this relaunch, Missha applied its proprietary onggi fermentation technique across the range. Using 300-year-old Miryeok onggi jars, the brand fermented Damask rose flower water with Bifida cultures for 24 hours to extract active ingredients that deliver deep hydration and a healthy glow without irritating sensitive skin.
The industry is moving away from heavy, cake-y coverage toward celebrating skin’s natural radiance. As the line between skincare and makeup blurs, HYBE-led base products that enhance skin health while delivering cosmetic benefits are becoming a major trend. Experts say this reflects consumers’ growing preference for skin-first beauty and effortless, natural-looking results. Missha’s strategy taps into that shift, aiming to maximize makeup outcomes starting from the skincare step.
Jo Ye-seo, head of brand strategy at Able C&C, said, “The Glow Prep line is a base solution that reflects consumers’ desire for natural beauty. We will continue to expand innovative HYBE-led products that combine Missha’s skincare expertise to strengthen our competitiveness in the global beauty market.”
To celebrate the relaunch and new product drop, Missha is running simultaneous promotions on its official online store, AbleShop, and on fashion-and-beauty platform Musinsa to reach more consumers.
