Musinsa Beauty said on Tuesday it is driving growth in brand transaction value through collaborations that connect beauty brands with fandom-style intellectual property. It said it takes part directly from brand matching to content planning. A Sulwhasoo collaboration product sold out within 30 minutes, and Sulwhasoo’s May transaction value rose 261 percent from a year earlier. Other collaborations with Sellex, Laboh and influencer Tibetdongsaeng also posted gains, including a roughly 19-fold jump for The Lab by Blanc Doux.

Musinsa\'s private label Musinsa Standard has been shown, based on consumer behaviour data, to boost sales of brands sold on its platform. A research team from Dongguk University and Chonnam National University analysed individual consumers\' basket and purchase histories and released the results on June 18. The study found that higher cumulative Musinsa Standard purchases increased the likelihood and spending share of subsequent purchases from seller brands, and that private-label items were often bought together with basic and SPA-style seller brands.