MISSHA in Ukraine — official B2B import through KORI

MISSHA is one of the pioneers of modern K-beauty. Founded in Seoul in 2000 by Able C&C, the brand had a revolutionary idea for its time: to sell quality cosmetics at democratic prices. Before MISSHA, the Korean beauty market was split between expensive licensed brands and cheap mass-market products. MISSHA offered a third way — high quality, proven formulas, accessible pricing.

The key breakthrough came with BB Cream — the product that effectively introduced the world to the Korean concept of multifunctional cosmetics. M Perfect Cover BB Cream remains one of the best-selling BB creams in Korea and worldwide, maintaining bestseller status for over 15 years. It is a rare example of a product that has outlasted trend cycles and stayed relevant.

MISSHA Time Revolution is another brand legend. The First Essence, inspired by the famous fermented yeast concept of SK-II, became an accessible alternative to a luxury cult product. Essence with black yeast and fermented extracts delivers a pronounced effect of radiance, smoothness, and skin preparation for subsequent care steps.

Today, MISSHA is a brand with a stable portfolio across several segments: skincare, makeup, SPF, and haircare. The All Around Safe Block line covers everything from SPF50+ daily sun protection to BB cushions. Thanks to its broad assortment and recognisable name, MISSHA scales easily across any retail format — from pharmacy to specialist beauty store.

For B2B partners, MISSHA is compelling because it combines a wide SKU selection with stable brand recognition across age groups. Buyers aged 25–55 know MISSHA and trust it, which accelerates purchase decisions. The brand has long been present in Russia, Kazakhstan, and other CIS markets, so audiences in neighbouring regions are already familiar with the label.