Missha

MISSHA began in 2000 as an online beauty brand through the Beautynet community, with a simple idea: offer good-quality cosmetics at reasonable prices. Its operating company, Able Communication, was established in January 2001 and became Able C&C in May 2003.

In 2002 MISSHA opened its first offline store near Ewha Womans University in Seoul, helping shape the Korean 'road shop' model of brand-only stores selling affordable skincare and makeup. That approach made K-beauty accessible to a whole generation of shoppers in Korea and abroad.

MISSHA's best-known product is the M Perfect Cover BB Cream, a skincare-meets-makeup base that gives natural-looking coverage in a single step. Today the range covers essences, balms, sun care, cushions and mascara, with the Glow Skin Balm and Glow Skin Balm To Go Mist adding a dewy finish over makeup or bare skin.

For shoppers, MISSHA is a reliable everyday brand. Choose No.21 for lighter skin tones or No.23 for medium tones, apply the BB cream over moisturiser and sunscreen, and use the balm mist through the day when skin feels dry. MISSHA's wide shade and texture options make it easy to match your base, and its friendly prices mean you can try a new balm, essence or mascara without overthinking it. It's a great starting point if you're new to Korean makeup.