“Indie K-beauty is thriving”…Musinsa global transaction volume up fivefold
88 of the top 100 are domestic small and midsized brands
Beauty transaction volume on the Musinsa Global Store has increased more than fivefold this year, with domestic small and midsized beauty brands leading this growth. Recently, K-beauty has been showing an overwhelming presence in the global market and achieving strong results.
K-beauty evolving into a global platform
Musinsa announced that beauty transaction volume on its global store rose 434.6% from January 1 to September 15 this year compared with the same period last year. This is an explosive figure, equivalent to about 5.3 times the level of the same period last year.
The platform, currently operated in 13 regions including the United States, Japan, and Southeast Asia, features about 500 beauty brands and sells more than 12,000 products, connecting with consumers around the world.
Sales performance led by small and midsized brands
What stands out most in these results is the lineup of brands at the top of the sales rankings. Among the top 100 brands by total transaction volume, excluding 4 Musinsa private brands, as many as 88 of the remaining 96 brands were identified as domestic small and midsized brands.
Small and midsized brands also proved their powerful influence by taking more than 9 spots within the top 10. VODANA and JMW in hair devices, DASHU and FOR BEAUT in men’s care, and PICCASSO in makeup tools ranked near the top.
In addition, makeup brand JUNGSAEMMOOL, skincare brands beplain and S.NATURE, haircare brand CHAHONG, and perfume brand FLEURBOIS are gaining strong popularity in the global market.
Strategic logistics support and fulfillment
Musinsa has been aggressively expanding its global beauty category since 2024. Its strategy of naturally exposing hair and makeup products to overseas customers looking for K-fashion has proven effective in expanding customer touchpoints.
In particular, Musinsa provides extensive logistics and operational infrastructure support for small and midsized brands that face difficulties entering overseas markets. Once partner brands link their domestic product codes to the global store, the system handles everything from overseas shipping to customer service (CS) in an integrated process.
Another differentiating point is the automatic translation of high-quality product reviews accumulated in Korea for overseas customers. Thanks to these fulfillment services, small and midsized brands can dramatically reduce the burden of inventory management and shipping associated with developing overseas sales channels.
Closing
The strength of domestic small and midsized brands in the global beauty market is growing day by day. With the platform’s strategic logistics support and the brands’ outstanding product quality working together, they are establishing themselves as clear K-beauty brands among overseas customers. We look forward to the continued growth of domestic beauty brands.
As the status of K-beauty rises in the global market, presenting high-quality makeup products has become more important than ever. Yuricos will support practical and systematic marketing solutions to help brands successfully establish themselves in the global market.
