Musinsa Beauty's Transaction Volume Up 117% This Year... "Beauty Festa's Success Effect"

The beauty specialty store 'Musinsa Beauty,' operated by Musinsa, has continued its growth with this year's transaction volume more than doubling compared to the previous year. This is attributed to regular large-scale sales events featuring popular brands favored by consumers and enhanced customer benefits.

According to Musinsa on the 7th, from February to October this year, Musinsa Beauty's transaction volume increased by 117% compared to the same period last year. During this period, the monthly active users (MAU) and the number of buyers of Musinsa Beauty also more than doubled.

The company evaluated that the success of the campaign 'Musinsa Beauty Festa,' held for the first time this year, led this growth trend. The Beauty Festa, held twice in April and October, featured participation from about 400 beauty brands offering discounts of up to 80%.

The Beauty Festa, held for ten days from the 16th to the 25th of last month, showcased a total of over 7,000 discounted products, including exclusive special-priced items, along with various discount promotions, receiving positive responses from customers. During the event period, Musinsa Beauty's transaction volume increased more than 3.8 times compared to the same period last year, and the number of purchasing customers increased about threefold compared to the weekly average. The first Beauty Festa event held in April also saw a transaction volume growth rate of 2.5 times compared to the same period last year.

Musinsa Beauty is also characterized by balanced growth across various beauty categories such as skincare, makeup, and devices. Looking at the brands that gained high preference in this Beauty Festa, popular makeup brands like 'Hera' and 'Jung Saem Mool,' as well as skincare brands such as 'Skin Food,' 'Dr.G,' 'Est,' and 'Torriden' ranked high. Male beauty brands 'Objet' and 'Forment,' as well as hair brand 'Bodana,' also attracted significant attention.

Additionally, the increase in luxury beauty and niche perfume brands among new entrants to Musinsa Beauty this year has contributed to the growth of the beauty specialty store. Notably, in April, the niche perfume brand 'Maison Margiela Parfum,' popular among younger customers, was newly introduced. During October alone, Maison Margiela Parfum's transaction volume showed a high growth rate of 162% compared to May.

Kim Seong-cheol, head of the Musinsa Beauty team, said, "Customers who are sensitive to trends yet pursue reasonable consumption show high interest in Musinsa Beauty's differentiated benefits and brand curation," adding, "We will continue to provide more customers with benefits and opportunities to experience new and trendy beauty brands, centered around the Beauty Festa."