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On March 27, Musinsa said that from last year through February, Musinsa Beauty introduced an average of more than 1,000 new products per month. That works out to over 30 new beauty items launching every day. About 100 of those each month are \"pre-launch\" products that Musinsa debuts first.
Brands are leaning on Musinsa as a strategic channel to capture early buzz and fast traction with younger shoppers. Indie labels with loyal followings—On Greedients (온그리디언츠), Dimaf (디마프), Touch in Sol (터치인솔)—and global names like Lush, Hera and Maison Margiela Parfum have joined the pre-launch lineup.
That pre-launch approach is paying off. Beauty device brand View&Di (뷰앤디) pre-launched a collaboration featuring the character Esther Bunny (에스더버니) on Musinsa in January and hit No. 1 on the site's beauty ranking the same day. Its transaction volume in January–February this year was four times higher than the same period last year. Emerging label Anothic Beauty (아노에틱 뷰티), which joined the platform last year, also climbed to No. 1 after its Musinsa pre-launch in February, quickly raising its profile.
Musinsa Beauty's rise as a launch channel is rooted in the content-planning strengths the company honed in fashion. Instead of dry, ingredient-focused copy, Musinsa boosts exposure with fashion-style marketing—editorials, styling features and influencer collaborations—offering trend-driven shoppers a distinct, lifestyle-led experience.
A Musinsa spokesperson said Musinsa Beauty customers have low barriers to trying new products or brands and tend to be highly engaged—especially around trendy collaborations. That consumer profile, paired with the platform's release strategy, is helping promising indie and small brands scale up quickly.
Global brands are seeing wins, too. In January, MAC launched two Musinsa-exclusive lip shades when it joined the platform and sold out in three days. More recently, Flower Knows (플라워노즈), the Chinese color-cosmetics brand leading the C-beauty wave, joined Musinsa and drew attention.
Musinsa Beauty is growing fast: last year transaction volume rose more than 50% year over year, and the platform now hosts roughly 2,000 brands.
Musinsa plans to accelerate its offline push. In Q2 it will open its first permanent beauty edit shop at Musinsa Megastore Seongsu, and later this year it will roll out standalone edit shops in key districts—like Seongsu and Hongdae—that attract people in their 20s and 30s and international visitors. The company aims to translate its proven online curation into physical stores and shake up the market dominated by Olive Young.
Consumers are excited about the move: they'll be able to discover emerging brands that were hard to find in traditional stores, all in one place, and can expect stronger membership perks and promotions.
An industry insider noted that, unlike fashion, beauty has short release cycles, so \"where a product first appears\" is a core brand strategy. With a strong customer base and collaboration know-how built in fashion, Musinsa is emerging as a major release channel in beauty.
