[🇬🇧] MISSHA Launches ‘Glow’ Series in Japan, Aims to Follow Magic Cushion’s Legacy

MISSHA, the cosmetics brand under Able C&C, has launched its new Glow base makeup line in Japan, stepping up efforts to connect with the younger generation.

The new line reflects Japan’s beauty trends with its emphasis on sheer, luminous skin and a healthy pink glow. It consists of seven products including the Glow Cushion Foundation, primer, powder, and skin balm.

MISSHA previously achieved massive success in Japan with the M Magic Cushion, which sold over 36 million units. Now, the brand is looking to strengthen its position in the base makeup market once again with the Glow series.

To expand its presence among Japanese youth, MISSHA has named a Japanese idol group as its new ambassador and is actively expanding its offline retail network through drugstores and variety shops, alongside aggressive online and offline marketing.

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