Musinsa Beauty is driving growth in brand transaction value with a collaboration strategy that links beauty brands with fandom-style intellectual property (IP). Musinsa Beauty said on June 24 it is planning collaboration products by taking part directly from brand-to-brand matching to content planning.

The 'Sulwhasoo Perfecting Cushion', launched on May 11 through a collaboration between beauty brand Sulwhasoo and designer brand LEJE, sold out within 30 minutes of its early release on Musinsa. Musinsa Beauty directly suggested LEJE after considering Sulwhasoo's brand image and customer base. The popularity of the collaboration product also led to overall purchases of Sulwhasoo, with May transaction value up 261 percent from a year earlier.

Musinsa Beauty is expanding the scope of its collaborations beyond fashion to include health functional foods, influencers and characters. In February it linked health functional food brand Sellex with scalp care brand Laboh under the shared keyword of protein. It cited data showing that customers who consistently buy protein products also show strong interest in hair care items. From January to May this year, transaction value for the two brands rose 141 percent and 111 percent, respectively, from a year earlier.

Derma clean beauty brand The Lab by Blanc Doux teamed up with beauty influencer Tibetdongsaeng on May 26 to launch basic products such as toner, packs and multi balm exclusively on Musinsa Beauty. Tibetdongsaeng, an influencer who built consumer trust with ingredient analysis content, introduced the products directly in a live broadcast. As a result, The Lab by Blanc Doux's transaction value last month jumped about 19-fold from the previous month.

Musinsa Beauty also took part from the product planning stage in a collaboration between fragrance brand Tailor Scents and keyring brand Monamhee. After unveiling Musinsa-exclusive products including the collaboration keyring 'Tehee', Tailor Scents' transaction value from January to May this year rose 149 percent from a year earlier. Musinsa Beauty plans to additionally showcase collaboration products at the 'Musinsa Beauty Festa' in August.

A Musinsa Beauty official said collaborations linking various fandom elements such as fashion, food, influencers and character IP are leading to purchase conversions and an expansion of new customers. The official said it plans to continue expanding differentiated collaboration cases based on Musinsa Beauty's own planning capabilities.