[Edaily Reporter KYUNG GYEYOUNG ] MISSHA, a cosmetics brand operated by ABLE C&C(078520), announced on the 2nd that its sales in Japan have continued to grow.

During Amazon Japan’s Prime Day last month, MISSHA’s sales rose 103% compared to last year’s event. Sales also increased by 205% compared to Amazon’s Spring Sale held last spring. This growth was driven by strong sales of its flagship base makeup products, including the “M Pro Cover Cushion,” whose sales rose 226% compared to last year’s Prime Day. The “M Perfect Cover BB Cream PRO” ranked third in the BB cream category on Amazon Japan.

The “M Pro Black Mesh Cushion,” which Misha launched on Qoo10 on the 15th of last month in collaboration with a Japanese makeup artist, immediately claimed the No. 1 spot in the foundation category, No. 2 in base makeup, and No. 3 overall in the beauty category upon its release.

Celebrating the 20th anniversary of its entry into the Japanese market this year, Missha is expanding its sales network beyond Amazon to include offline channels such as drugstores—including Welcia—and variety stores. The company has strengthened its integrated online-offline operational strategy by incorporating sales data and consumer feedback gathered from Amazon and Qoo10 into product planning and marketing strategies.

Misha plans to unveil products tailored to the local market, such as a concealer palette co-developed with Japanese makeup artists, set to launch this November.

An official from ABLE C&C’s Misha Japan subsidiary stated, “Japan is a market that reacts quickly to trends while meticulously evaluating quality and brand credibility,” adding, “Based on our 20 years of accumulated understanding of local consumers and operational experience, we will enhance the satisfaction of our existing customers while continuing to strengthen new products and channel strategies optimized for the Japanese market.”