Musinsa Beauty’s ‘Muvfe’ Draws 31,000 in Seongsu; Online Sales Jump 3.5x
Creatrip Team
25 days ago
Musinsa Beauty’s promotional event ‘Muvfe’ (short for Musinsa Beauty Festival) ran online from June 10–24 and offline in Seongsu-dong, Seoul from June 20–23. About 31,000 people visited the Seongsu event, boosting in-store beauty purchases by 98% and doubling the share of visitors buying beauty items. Overall online transaction value for participating brands rose 3.5 times year-on-year and 150% versus the prior period. Brands that showcased products offline saw their online sales rise 226%, indicating offline trials drove online purchases. Collaborations with fashion labels produced standout gains—e.g., inner-beauty brand Berryway saw sales surge 36-fold after teaming with Find Kapoor, while Piv and Rom&’s collaborations grew 942% and 269% respectively. Musinsa also highlighted emerging makers by selecting 20 “Rising Beauty” brands with government and industry partners; the 20 brands’ combined sales jumped 790% year-on-year. Musinsa plans further offline expansion, including a new store in Hongdae in September.
