MISSHA

Missha was founded in 2000. It was the first South Korean beauty company to provide low-cost cosmetics. All Missha products were initially priced at 3,300won (US$3). It all started with an internet store named "beauty net" with no physical store. MISSHA's fundamental marketing approach is to give higher-quality items at a lower cost to the mass market.

Cosmetics and skin care are no longer a luxury; they have become everyday necessities that have crossed gender lines. Competitors' exorbitantly expensive cosmetics surround Missha; Missha aims to normalize such exorbitant pricing.