Musinsa Beauty emerges as go-to pre-launch channel for beauty brands

Musinsa Beauty is cementing its position as a primary pre-launch channel for beauty brands.

According to Musinsa Beauty, about 100 products per month were exclusively pre-launched on the platform from January through September this year. Global luxury brands including NARS and MAC, major domestic conglomerates such as Sulwhasoo and Celllex, and emerging indie brands have all unveiled new products through Musinsa Beauty.

Behind the platform's appeal as a pre-launch destination is its strong customer base of shoppers in their teens to 30s, who account for roughly 80 percent of all Musinsa Beauty buyers.

Brands that have pre-launched on Musinsa Beauty have also seen notable transaction growth. Makeup brand Jung Saem Mool pre-launched its "Essential Skin Nuder Cushion" and "Lipression Metal Serum Gloss" — both developed in collaboration with the film "The Devil Wears Prada 2" — on Musinsa Beauty in April. The platform produced its own content to highlight the collaboration concept and product features. During the promotional period from April 9 to 15, Jung Saem Mool's transaction volume rose 77 percent year on year.

Global brands have also been rolling out new product pre-launches on Musinsa Beauty in quick succession. Lush exclusively pre-launched a "Super Mario" collaboration edition in April, with brand transactions rising 64 percent year on year during the April 16–19 promotional period.

The platform has also extended pre-launches into physical retail through pop-up stores. On Wednesday, Aekyung Industrial's makeup brand Luna exclusively pre-launched its new "Cloud Layer Collection" lineup on Musinsa Beauty. A pop-up store will run through Oct. 14 at Musinsa Megastore Seongsu in Seongsu-dong, Seoul.

"We will continue to strengthen our capabilities as a channel that effectively introduces new products by linking content tailored to each brand's identity with both online and offline experiences," a Musinsa Beauty official said.