Musinsa announced on the 8th that its own beauty brand 'ODDTYPE' has entered two major stores of the health and beauty retailer 'Guardian Malaysia' in Malaysia. Musinsa plans to expand the number of stores to over 100 by the first half of next year.
Guardian is a comprehensive retail chain operating in major Southeast Asian countries. In Malaysia, it has more than 500 stores. The two stores where ODDTYPE has entered are located in Aeon Big Ampang, the largest shopping mall in Malaysia, and IOI City Mall Putrajaya.
ODDTYPE plans to sell its full lineup of 28 products at Guardian stores, including the popular 'Unseen Balloon Tint,' 'Soft Touchable Water Blush,' 'Unveiled Skin Highlighter,' and 'Unseen Dew Glow Balm.'
This is ODDTYPE's second global offline expansion. Last year, ODDTYPE entered the Japanese market, opening stores in LOFT and PLAZA, the largest lifestyle shops in Japan, and began selling through 'Atcosme,' the largest beauty multi-shop channel. It is currently selling online on Amazon in the U.S. and is also set to officially enter the global beauty platform Stylevana later this month.
It is also gaining significant popularity domestically, especially among foreign tourists. In the first half of this year, the proportion of foreign customers who purchased ODDTYPE products at the 'Musinsa Store Seongsu@Dae Rim Warehouse' reached half.
A Musinsa official noted, 'It is unusual for all products of a brand to be sold at the first entry, which is a result of ODDTYPE's sophisticated concept and differentiated product power being recognized in the local market.' He added, 'We will accelerate our efforts to enter global distribution channels in Singapore, Thailand, and other Southeast Asian markets, leveraging our entry into the Southeast Asian market as a stepping stone.'