MUSINSA Accelerates 'Next Beauty' with Offline Expansion

MUSINSA Beauty said brands in its permanent store at MUSINSA Mega Store Seongsu saw average daily online GMV rise about 35% after opening.

Some brands more than doubled their online sales, and at pop-up events certain products sold out within half a day.

The company plans to add more beauty offline stores in Seongsu and Hongdae in September and November.

The results suggest MUSINSA’s offline-to-online strategy is working in beauty as well.