Musinsa reports 434.6% surge in global K-beauty transactions

Musinsa's global store has seen a significant surge in K-beauty transactions, with beauty sales volume increasing by 434.6% between January 1 and September 15 of this year compared to the same period last year. This growth represents more than a fivefold increase.

Data indicates that small and medium-sized enterprises (SMEs) are the primary beneficiaries of this trend. Out of the top 100 beauty brands by transaction volume on the platform, 88 were identified as SMEs, excluding four of Musinsa's own private labels. Notable brands include hair device makers Vodana and JMW, men's care brands Dashu and For Beauty, and various skincare, makeup, and fragrance labels.

Musinsa currently operates its global store across 13 regions, including the United States, Japan, and Southeast Asia. As of September, the platform hosts approximately 500 beauty brands with 12,000 products. To support the expansion of K-beauty, Musinsa provides infrastructure services such as international shipping, customer service, automated review translation, and global fulfillment, allowing SMEs to enter overseas markets without establishing independent logistics.