The luxury Missha Homme Urban Soul line was launched in August 2009, with greater quality and prices than the existing two men’s cosmetic lines.
A reproduction of Seoul’s main retail area, Myeong-dong, was featured in Lotte Department Store’s new store in Tianjin in August 2012, as part of the company’s China growth plan, with Missha, The Face Shop, and Skin Food outlets.
Missha’s goods include All-Around Safe Block Soft Finish Sun Milk SPF 50, Cool Fitting Body Gel, and Hot Burning Body Gel, as well as makeup, skin care, and body and hair products.
Missha is also recognized for producing high-quality, low-cost knockoffs of higher-priced brands. Missha Time Revolution First Treatment Essence, for example, is a popular copy of the SK-II luxury brand essence, and Missha Time Revolution Night Repair Science Activator Ampoule is a popular replica of the Estee Lauder Advanced Night Repair.
Missha’s brand identity was updated in 2018, and the new brand essence is SIMPLE (including the meaning of true, bold, edge).
MISSHA has over 10 million customers worldwide, according to the total number of customers as of May 2020.
As of May 2020, MISSHA has 32,829 stores worldwide, the majority of which were in Japan.
There is a growing trend in the industry for Sustainable Merchandising.
Missha was found guilty of trademark infringement against Mary Quant Cosmetics by a court on August 22, 2007. The Mary Quant Daisy emblem was found to be too close to Missha’s original flower design. “Although Missha’s trademark combines a diagram and letters and has different colors compared to the trademark of Mary Quant Cosmetics, there are reasonable worries that the comparable shapes of the diagrams could impair the plaintiff’s brand awareness and may confuse buyers,” the judgement noted. Because Korean copyright law prohibits enterprises from using symbols that are similar in shape to a previously-registered trademark but differ only in color, the company was forced to replace its logo.