Missha
Budget“Beauty without limits.”
Missha launched in 2000 as one of the first wave of Korean "value-tier" beauty brands — the equivalent of Korea's answer to drugstore — and it broke through internationally with the M Perfect Cover BB Cream, which is frequently cited as the product that introduced BB creams to the Western market. The brand is owned by Able C&C and operates a deliberately broad SKU range across both skincare and makeup, with most products priced $10–$22.
On the color cosmetics side, the Glow Cushion, Velvet Finish Cushion, M Perfect Cover BB Cream, Pro-Touch Foundation, and a long line of lip tints are the makeup flagships. Missha has a meaningful US presence through Amazon, Ulta (online), YesStyle, and its own misshaus.com, and is widely regarded as one of the best dupe sources for higher-priced cushion compacts (especially against Lancôme Teint Idole and Laneige Neo Cushion). The Time Revolution skincare line crosses over into the same value-prestige zone.
Known For
Flagship Products
- M Perfect Cover BB Cream
- Glow Cushion
- Velvet Finish Cushion
- Pro-Touch Foundation
- Time Revolution First Treatment Essence
Brand Philosophy
Affordable, no-gatekeeping K-beauty — broad SKU range, value-tier pricing, formulas that translate prestige innovations to drugstore.