Musinsa Beauty sees transaction surge during MuViewFe festival

Musinsa Beauty reported significant growth following its ‘MuViewFe’ festival, which combined online sales with offline pop-up events in Seongsu-dong, Seoul. During the two-week online event, transaction volumes for participating brands increased by 246% compared to the same period last year, reaching 3.5 times the previous levels.

The offline component, ‘MuViewFe in Seongsu,’ attracted approximately 31,000 visitors over four days. This physical presence drove online engagement, with participating brands seeing a 226% increase in online transactions compared to the preceding period. The company also highlighted the success of collaborations between fashion and beauty brands, noting extreme growth in specific product lines.

Musinsa is positioning itself as an incubator for K-beauty by partnering with the Ministry of SMEs and Startups and the cosmetics ODM firm Cosmax. Together, they support 20 ‘Rising Beauty’ brands through a comprehensive value chain including planning, production, and distribution. This strategy aims to establish Musinsa as a major competitor to established players like Olive Young by fostering the next generation of indie beauty brands.