Originally an internet site founded in 2000, Missha is a South Korean skincare and cosmetics manufacturer, retailer and franchise business. It all began from its Beauty.net website, which it also used to get in touch with its first customers.
The company believes that cosmetics and skin care items are no longer a luxury. In fact, they have become everyday must-have items that are no longer limited to women. Even men need them to give a striking impression. Unfortunately, these everyday essentials are sold at very high prices. These items reach the point where customers pay more for the branding and packaging rather than the price of the actual product. This is why Missha opted to specialize in offering low-cost but high-quality products.
While Missha is surrounded with highly-priced cosmetics from its competitors, the company’s mission is to offer a line of products that act as a cheaper alternative to such expensive products. It firmly believes that this can only be accomplished through constant support and interest from the brand’s loyal user-base.
As part of its commitment to keeping costs low, Missha does not believe in mass media advertising or extravagant packaging. Instead, it reaches customers through its stores that are located within various cities and states. The company also lets its high-quality, customer-approved cosmetics speak for themselves as proof.
Open and constant communication with customers has always been the driving force behind Missha’s improvement. The company stays true to its origins as an online shop by simplifying its distribution chain and actively interacting with its customers to identify their tastes and concerns faster.
This business model allows for information from the customers to be distributed through different levels of the company. It significantly helps to improve the brand’s products. As such, Missha remains a strictly pro-consumer brand that is built from the suggestions and comments by over 1.8 million customers who remain loyal to it today.
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