Missha, a local budget cosmetic brand, opened its first store in Ankara, Turkey, its mother company Able C&C said Tuesday.

This is the company’s the starting point to fully engage in investing in the Middle Eastern market, the company said.

Turkey is not only Middle Eastern a hot spot that has a cosmetic market with great growth potential but is also an important traffic and cultural hub that connects Asia and Europe.

“A number of Turkish women have shown interest in our products during the opening event,” a company official said. “We will make Turkey a stepping stone to extend our business to the Middle East and Europe.”

Missha will be targeting the market with its signature bestsellers BB Cream and BB Cake.

(hjlee0301@heraldcorp.com)