Musinsa Beauty's offline store has been shown to have lifted online transaction value for brands that moved in.

According to results released by Musinsa Beauty on May 29 on expanded online transaction value for brands in its offline store, average daily online transaction value last month for about 500 brands that entered a permanent beauty shop inside Musinsa Mega Store Seongsu rose about 35 percent from before the move-in period (Jan. 23 to April 21). The company said its O4O (Online for Offline) strategy, built up in the fashion segment, is also delivering results in beauty.

Growth by brand also stood out. Vegan beauty brand Ofra Cosmetic saw average daily online transaction value rise about 250 percent after entering Mega Store Seongsu. Makeup brand Heart Percent also increased 213 percent from before moving in. Rainbow Mansion (165 percent), Ton28 (158 percent), Village 11 Factory (151 percent), Kiss (124 percent) and Dear Dahlia (107 percent) also posted triple-digit growth rates.

Pop-up operations also delivered results. A collaboration pop-up held this month between its private brand WJJI and Tomorrow X Together's official character, 'PPULBATU', sold out of some items within half a day of restocking, led by hands-on events. It also explained that another beauty-only space in the Seongsu area, 'Musinsa Beauty Space 1', is run in the form of brand-by-brand pop-up stores and chose an approach that focuses on highlighting brand experiences.

Musinsa Beauty plans to open additional offline beauty stores in the Seongsu and Hongdae areas in September and November, respectively, this year. It plans to accelerate its 'Next Beauty' strategy by growing offline spaces into a key channel for expanding brand awareness and market share, discovering emerging and indie brands, and supporting online and offline growth.

A Musinsa Beauty official said, "We will continue to expand touchpoints where emerging and indie brands can meet customers directly and strengthen online and offline synergies."