A'PIEU

A'pieu is the younger sister brand to MISSHA, created by Able C&C. It launched online in February 2008 and opened its first offline store in April 2011, targeting shoppers in their late teens and early twenties.

The brand's personality is playful and pure, with cheerful packaging, fun formats and approachable prices. It became known for creative takes on everyday staples, from milk-carton style masks to dessert-inspired sheet masks and fruity hair care.

Favourites include the Milk One Pack masks, the Icing Sweet Bar sheet masks, the Honey & Milk Lip Oil and the Raspberry Hair Vinegar, a rinse-off hair care step designed to leave hair looking shiny and feeling smooth.

For shoppers, A'pieu is perfect for experimenting. Pick a sheet mask for a quick weekly pamper, keep the lip oil in your bag, and use the hair vinegar after shampoo for extra shine. The friendly prices also make A'pieu great for gifts and stocking fillers, and an easy way to introduce friends to Korean beauty. Mix and match a few masks to find your favourite, and use a Milk One Pack as a quick pick-me-up when skin looks dull. Each mask is single-use, so it's simple to take one on holiday or to the gym.