▲ This image provided by Musinsa Standard Beauty, the private beauty brand of Musinsa Beauty, shows its skincare products. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Aug. 4 (Yonhap) -- Musinsa Standard Beauty, the private beauty brand of Musinsa Beauty, said Tuesday that its combined online and offline transaction value surged about 153 percent in the first half from a year earlier, marking a record high for the January-June period.

 

The strong growth was driven by the brand's ultra-affordable skincare lineup.

 

In September last year, Musinsa Standard Beauty launched skincare products, including toner, serum, cream and cleansing foam, priced between 3,900 won (US$2.80) and 5,900 won. The lineup has since expanded to 19 products.

 

Cumulative sales of its skincare products have reached nearly 480,000 units.

 

Its fragrance line, launched in September 2024, has recorded cumulative sales of 200,000 bottles.

 

The company plans to expand its global footprint by entering offline retail channels in Australia this month, followed by a launch in the Chinese market later this year.

 

"Brand growth accelerated after we diversified our portfolio into skincare categories such as toners, serums and sunscreen products in the second half of last year," a Musinsa Standard Beauty official said. "We will continue introducing products that offer both quality and price competitiveness to strengthen our presence not only in Korea but also in global markets."

 

jwc@yna.co.kr

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