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South Korean beauty brand Missha (Able C&C) is looking to establish a foothold in Europe in line with its wider expansion plans. In June, the brand became the first Korean beauty company to set up shop in the Czech Republic, after it opened a store in Brno – the country’s second largest city.
Able C&C, which owns the mass cosmetics brand, hopes that the Czech Republic will serve as a foothold for growth in Europe. After opening its first overseas store in Australia in 2004, Missha now has 1,100 outlets in 22 countries.
Missha is one of Korea’s most popular cosmetics, aided by its affordable pricing strategy. In 2011, it was the best selling brand in the country, with its main rivals being brands from AmorePacific and LG Household & Healthcare.