MISSHA expands European outreach at Milano Beauty Week

The Korea Times - Sep 22, 2026

Able C&C’s beauty brand MISSHA promoted its products and expanded consumer outreach in Europe during Milano Beauty Week, underscoring the region’s growing importance to the Korean cosmetics company’s overseas business. MISSHA participated in the event, held in Milan from Wednesday to Sunday (local time), through a partnership with Italian fashion and beauty retailer OVS. The company showcased its BB creams, glow primer line and PDRN-NAD+ skincare products, positioning the range around convergence of skincare and makeup. According to Able C&C, samples prepared for visitors were exhausted early in the event and consumers showed a strong interest in product formulations and performance. Milano Beauty Week, hosted by Cosmetica Italia, an Italian association of personal care solution companies and organized by OVS, brought together beauty brands, industry professionals and consumers at venues across the city. Last year’s event drew about 275,000 participants. For Milan Fashion Week, the brand is also operating a dedicated booth and hosting beauty classes at OVS’s Shakaland Beauty H

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