Musinsa's private brand, Musinsa Standard Beauty, has achieved its highest sales figures for the first half of the year, driven by a significant increase in skincare product sales.
On August 4, Musinsa reported that its online and offline sales for Musinsa Standard Beauty in the first half of 2026 rose approximately 153% compared to the same period last year, reaching 2.5 times the previous year's figures.
The growth was primarily fueled by the skincare category. Musinsa Standard Beauty launched eight skincare products, including toners, serums, creams, and cleansing foams, priced between 3,900 and 5,900 won, in September 2025. Since then, the brand has expanded its lineup to 19 products, adding hand creams, lip essences, and sunscreen developed in collaboration with Cosmax. In just about 10 months since the launch, cumulative sales of skincare products have approached 480,000 units.
Collaborative products with other brands have also contributed to improved performance. This year, Musinsa Standard Beauty introduced products in partnership with LG Household & Health Care's 'On The Body,' Dorco 'Slick,' and Extreme. The 'Edge Razor Set' launched with Slick on July 9 has surpassed 1,000 units in cumulative sales.
Building on its domestic success, Musinsa Standard Beauty plans to expand internationally. The brand will enter the Australian offline retail market this month and aims to launch in China by the end of the year.
A representative from Musinsa Standard Beauty stated, "We will continue to introduce products with quality and price competitiveness to strengthen our presence in the global market."
Meanwhile, Musinsa will host the offline beauty festival 'Mubupae in Seongsu' from August 21 to 23 in the Seongsu-dong area of Seoul. This year's event, the third of its kind, will feature 65 beauty brands.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.