Missha's first step into the US Market was initiated through the grand opening of our very first US Missha Store on May 4th, 2005 in New York City's very own 5th avenue. Following soon after 5th Ave's opening was Queens Mall, SoHo, 7th Avenue and then our very recent Times Square opening.

Cosmetics and skin care are no longer a luxury, in fact, they have become everyday must have items that have even stepped over the boundaries of gender. Unfortunately such everyday essentials are sold at rocket-high prices where customers no longer pay the price of the actual product however are instead found to be paying the price of extravagant packaging or mass media advertising. Although at the moment Missha is surrounded with steeply priced competitor's cosmetics; it is our mission and goal to normalize such extravagant pricing. We firmly believe that we can only accomplish this through constant support and interest from our Missha loyalists that have been steady and strong with us ever since the first day of opening.

Missha does not believe in mass media advertising or extravagant packaging but rather reaching customers through our stores themselves that are located within the heart of various cities and states as well as high quality, customer approved cosmetics.
We are more than grateful and happy that our philosophy has been well received and fully understood by customers who love to shop at Missha. It is because of our customers who have visited our retail stores and have further requested to be able to purchase products without having to travel, that we have started and opened up our online Missha store.

Missha will continue to achieve recognition world wide for the quality of our cosmetic products and not by packaging. It is our sincere belief that through quality alone, Missha will be able to captivate customers' hearts forever.

The Beginning

1. Missha and the Internet
Missha's origins lie in the internet site Beauty.net, which was created in the year 2000. Multi-faceted communication with the customers was the driving force behind our improvement. Missha is a brand that stays true to the nature of the internet by getting closer to customers by reducing the distribution chain and actively exchanging information with the customers through different levels. Missha is a strictly pro-consumer brand that is made through suggestions and criticisms by over 1.8 million customers who make Missha today.

2. Missha changes the thinking about make up products.
Missha does not follow the stereotypical thinking that cosmetics should be expensive in order to appeal to the senses. We instead believe that cosmetic products should be a must-have everyday item that is inexpensive. It is our sincere belief that cosmetic products should be of the highest quality as well as maintaining affordability and value. Missha began with the belief that the true value of a cosmetic product lie in its contents, not in the outside packaging or advertisements. It is our goal to serve customers through better contents along with reasonable and affordable prices.

3. Missha's rationale comes from netizens and customers.
Missha was not created by itself, but with the help of rational internet users and customers. We would not be here today if it wasn't for the support of the people who believed in our products. For Missha, customers always come first before anything else.

Ideology of MISSHA

1.Quality before Quantity
Using state-of-the-art technology to extract plant substances, we produce the best products at the lowest prices possible. Our products reflect our belief that the inside is more important than the outside and that content is what really matters.

2.Customer Service
We are open to the public and accept suggestions all year around without any discrimination. Suggestions and opinions submitted via Internet or in person are used to reflect on our products in hope to become a brand that evolves through customer feedback.

3. Customer profitability
We have simplified the distribution chain maintaining our low-price policy of strict production and distribution maintenance in order to allow our customers to be profitable. We will continue to serve our customers in the most advantageous ways.

4. Social responsibility
Our company will share the profits achieved through sales to assist neglected and estranged neighbors. We will also promote recycling because environmental protection is a great priority to our company.