Musinsa’s Beauty Brand “ODD TYPE” Expands into Southeast Asia

Musinsa’s beauty brand ODD TYPE is entering the Southeast Asian market following its success in Japan.

Earlier this year, the brand signed a deal with Malaysia’s leading health and beauty store Guardian’s, and last month it launched at two of the country’s largest shopping malls—AEON BIG Ampang and IOI City Mall Putrajaya. Musinsa plans to expand to more than 100 stores across Malaysia by the first half of next year.

The new outlets carry the full lineup of 28 products, including the Unseen Balloon Tint, So Touchable Water Blush, Unveiled Skin Highlighter, and Unseen Dew Glow Balm. Having an entire brand collection launched at once is rare, seen as a sign of ODD TYPE’s strong concept and product competitiveness being well received in the local market.

ODD TYPE entered Japan last year, gaining shelf space at Loft, Plaza, and Atcosme, while also expanding online sales via Amazon US and global platform Stylevana. In Korea, it has also grown popular among foreign tourists, with half of the customers at its Seongsu store in the first half of this year being international shoppers.

Building on its Malaysia launch, Musinsa now aims to speed up expansion into major Southeast Asian markets including Singapore and Thailand.