![Musinsa store cosmetics corner. [Photo=Green Economy News]](https://contents-cdn.viewus.co.kr/image/2026/03/CP-2023-0333/image-6f64698c-6485-4798-8aa8-39695029e34e.jpeg)
[Green Economy News = Jo Ara, Reporter]
Musinsa Beauty is introducing a direct-purchase model at its brick-and-mortar shops—buying cosmetics outright and managing inventory in-house. Retailers like Olive Young and Coupang already use this approach, and industry observers are watching closely to see how Musinsa’s move will reshape the market.
On the 16th, industry sources said Musinsa Beauty plans to stock a wide range of brands through direct purchases at its Musinsa Megastore locations in Seongsu and Hongdae, both set to open this year. The stores are expected to carry roughly 800 brands.
As it steps into the offline retail space, Musinsa Beauty says the direct-purchase model will let it strengthen partnerships and present shoppers with a broader, carefully curated selection.
Smaller companies and indie cosmetic brands often prefer this model because the retailer buys inventory up front, easing the stock burden on the individual brands.
Being featured in Musinsa’s large physical stores can also expand brands’ visibility and help them connect with more customers.
Some analysts believe that if Musinsa establishes itself offline using direct purchasing, its partners could gain stronger negotiating power.
Brands that join retail channels typically pay listing fees; industry sources put those fees at over 40%.
In a market long dominated by big players like Olive Young and Coupang, a successful Musinsa presence could spark healthier competition among channels and help lower listing-fee pressure for partner brands.
Consumers have welcomed Musinsa’s offline expansion, hoping it will inject some positive tension into a cosmetics landscape largely controlled by Olive Young. Industry estimates suggest Olive Young may hold as much as an 80% share of the offline market, underscoring its dominant position.
