Missha participates in 'Cosmoprof Bologna 2026,' steps up push into Europe

▲ This image is provided by South Korean beauty giant Able C&C, in celebration of Missha's participation in "Cosmoprof Bologna 2026" held in Bologna, Italy, from March 26 to 28, 2026. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, April 1 (Yonhap) — Missha, a cosmetics brand under global beauty company Able C&C, has participated in "Cosmoprof Bologna 2026" held in Bologna, Italy, from March 26 to 28, accelerating its expansion into the European market, the company said Wednesday.

Cosmoprof Bologna is one of the world’s largest beauty trade shows, drawing more than 3,000 companies from about 150 countries and over 250,000 visitors. It is widely regarded as a major B2B platform where global buyers and brands gather to discuss business partnerships.

Missha, which has recently built a presence in Eastern European markets such as Poland, Turkey and Russia, is using Italy as a strategic base to expand further into Western Europe.

Its distribution network is also rapidly growing, securing about 530 online and offline retail outlets across major Italian beauty and retail channels, including OVS, Douglas, DM and Tigotà.

During the event, Missha showcased its flagship products, including "M Perfect Cover BB Cream" and "M Perfect Cover Serum BB Cream," highlighting its brand presence.

It also unveiled its upcoming "PDRN NAD+ Line," set for release in South Korea in April. The anti-aging product line focuses on improving skin energy and vitality, reflecting the recent "skin longevity" trend.

At the exhibition, Missha carried out various marketing activities, including distributing goodie bags through its European distributor, displaying advertisements inside and outside the venue, handing out leaflets and running social media campaigns.

The company also operated a separate business-to-consumer booth for on-site sales.

An Able C&C official said the company aims to expand its network with global buyers through the exhibition and translate it into tangible business results.

"Based on our growth momentum in Europe, we will continue to discover new distribution partners while strengthening our presence in the market," the official said.

Able C&C currently operates in 56 countries with around 42,000 stores worldwide, led by its brands Missha and A’pieu.

The company said it will continue to strengthen its competitiveness through trend-driven product development and localized strategies, backed by 25 years of accumulated brand assets and agile execution.

jwc@yna.co.kr

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