Able C&C’s Missha ranks No. 1 in makeup for ‘2025 Rising Beauty Brands’ in U.S.

▲ Able C&C's cosmetics brand Missha is ranked No. 1 in the makeup category of the “2025 Rising Beauty Brands” in the United States. Image provided by Able C&C. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, Feb. 27 (Yonhap) -- Able C&C said on Friday its cosmetics brand Missha has been ranked No. 1 in the makeup category of the “2025 Rising Beauty Brands” in the United States.

According to “The Creator Advantage 2026” report, recently published by global creator marketing analytics firm Traackr, Missha recorded the highest growth rate in creator marketing performance in the U.S. makeup category in 2025.

The report analyzed data from more than 760,000 influencers and over 10 million pieces of content in the United States from January to October 2025. The analysis covered more than 4,000 brands across industries, including 2,725 beauty brands as well as fashion, personal care, food and beverage, and alcoholic beverage brands.

Missha posted a 493 percent growth rate in Traackr’s Brand Vitality Score (VIT), marking the highest increase among brands surveyed. VIT reflects not only exposure volume but also posting frequency, reach, engagement and credibility, serving as a key indicator of how effectively a brand generates attention and response through creator content.

The report noted that in 2025, the beauty industry recorded a higher average brand vitality score than other sectors, emerging as the category with the most prominent creator marketing performance. In particular, K-beauty brands saw rapid diffusion driven by routine- and demo-style content on TikTok and YouTube, which aligned with algorithm-based recommendation systems.

Able C&C cited a major turning point last year when a global artist introduced Missha’s signature product, the “M Perfect Cover Serum BB Cream,” generating significant buzz. The content extended beyond a one-time issue, spreading through voluntary reviews and tutorial videos by global creators, boosting both brand awareness and interest in the U.S. market.

The company said the repeatable and easy-to-follow format centered on its hero product naturally encouraged ongoing creator participation, creating a virtuous cycle that became a key growth driver.

Cho Ye-seo, head of brand strategy at Able C&C, said the achievement reflects a content expansion strategy based on product competitiveness rather than short-term virality, adding that the company will continue to enhance digital marketing and expand touchpoints with local consumers in global markets.

Able C&C operates in 56 countries with approximately 42,000 stores worldwide, led by brands including Missha and A’pieu, and continues to pursue growth through agile product development and localized strategies, the company said.

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