Missha in Western European market
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/ Courtesy of Missha
Missha has become the first budget cosmetics brand to enter the world’s leading Western European market.
The Korean company this month opened a store in Ingolstadt, Germany. Germany was the world’s fifth-largest market in 2013, according to Euromonitor.
“We are determined to achieve excellent results in this highly competitive European market,” said Lee Kwang-sup, chief manager of Missha's overseas business. “We are considering opening more stores in other European countries.”
Missha will focus on promoting its best-selling product, BB Cream.
Missha has 1,300 stores in 28 countries.