Global beauty company ABLE C&C and its brand MISSHA participated in the Milano Beauty Week 2026, aimed at increasing consumer engagement in Europe. The event showcased the brand's bestselling BB cream and glow primer lines, along with PDRN and NAD+ products to highlight their technical capabilities.
Organized by Cosmetica Italia and hosted by Italian fashion and beauty retailer OVS, the Milano Beauty Week is a significant beauty festival that coincides with Milano Fashion Week. Last year's event attracted approximately 275,000 participants, and this year's festival took place from September 16 to 20 across Milan.
At the prominent venue, Garden Senato, MISSHA operated a booth as part of OVS's 'Shakaland Beauty Hotel' event, conducting beauty classes and allowing local consumers hands-on product experiences. The booth witnessed consistent visits from consumers, with samples quickly running out at the event's start, indicating strong interest. Local creators and media personnel also engaged with the booth, trying out products and discussing MISSHA's global strategies and product technologies with brand representatives.
The focus of the presentation included global bestsellers like the M Perfect Cover BB Cream PRO and the M Perfect Cover Serum BB Cream PRO, along with products that enhance the adherence and finish of the BB creams, such as the BB Boomer, Pore Blurring Balm, and Skin Balm. This hybrid beauty line emphasizes the connection between skincare and makeup.
Additionally, MISSHA introduced its high-performance skincare line involving PDRN derived from Jeju camellia and NAD+, which incorporates the brand's unique 'onggi fermentation' technology, showcasing distinct technological expertise.
The event saw long queues of attendees eager to experience the products firsthand. Visitors actively engaged by asking questions about coverage, shades, formulations, and ingredients.
ABLE C&C's CEO Shin Yoo-jung also attended the event, interacting with local distributors, media, creators, and consumers to discuss MISSHA's brand value and products. She remarked on the renewing interest local consumers have in K-beauty, expressing intentions to further enhance consumer connections in Europe, particularly Italy, through collaboration with key distribution partners.
Able C&C's European operations continue to show growth, with Q2 European sales experiencing a 48% increase compared to the previous year, marking the highest quarterly revenue achieved. In the same period, total overseas sales rose by 38%, with international business comprising 75% of overall revenue.
