South Korean cosmetics brand Missha has launched its Line Friends edition cosmetics collection in 12 countries across Asia, the brand’s operator Able C&C said Wednesday.

Missha’s cosmetics that showcase the 10 signature characters from Naver’s mobile messenger app Line are now available in China, Taiwan, Hong Kong, Thailand, Singapore, Malaysia, the Philippines, Brunei, Myanmar, Mongolia, Kazakhstan and Vietnam.


The brand is offering between 10 to 70 products inspired by Line in each country, depending on market conditions. Missha plans to adjust its product lineup depending on its sales in each country.

The new character-themed cosmetics are expected to enjoy particularly high popularity in Taiwan and China, where Naver’s mobile messenger is widely used, Able C&C said.

“We expect our Line Friends edition cosmetics to help drive up Missha’s sales and brand awareness across Asia,” said Able C&C’s overseas business director Lee Gwang-sub.

By Sohn Ji-young (jys@heraldcorp.com)