Global rapper Cardi B is using MISSHA M Perfect Cover Serum BB Cream &#40;so-called “purple BB”&#41;. / Courtesy of TikTok

Videos by global rapper Cardi B and TikTok creator Mikayla introducing “purple BB” and “red BB” have gone viral, driving a revival of MISSHA.

A business model shift — boldly reducing domestic store numbers and pivoting to global online channels — also contributed to achieving profitability.

20 million, 18 million views…U.S. TikTok Shop sales jump 1225% week-on-week

According to the Financial Supervisory Service’s electronic disclosure system on April 27, Able C&C posted consolidated revenue of $163.5 million and operating profit of $12.2 million last year, extending its streak of profitability to four consecutive years.

Revenue rose 1.2% year-on-year while operating profit fell 1.3%, but the share of higher-margin overseas sales expanded from 48% in the first quarter to 68% by year-end, signaling improved business fundamentals.

A turning point came with a viral TikTok video sparked by Cardi B. A video posted on her personal TikTok account on July 7 introducing MISSHA M Perfect Cover Serum BB Cream surpassed 10 million views within two weeks and later exceeded 20 million.

A video by TikTok creator Mikayla introducing the red BB also recorded more than 18 million views, contributing to increased brand awareness.

The viral effect translated into a surge in local sales. In the second week of July, immediately after Cardi B’s video upload, average daily sales on TikTok Shop in the U.S. jumped 1225% compared with the previous week, while average daily sales during Amazon Prime Day roughly doubled.

The viral impact is also reflected in the performance of its U.S. subsidiary. Revenue from the U.S. unit reached $23.6 million last year, up 137% from $10.0 million a year earlier.

Quarterly revenue rose 2.7 times year-on-year in the third quarter and 3.5 times in the fourth quarter, setting record highs for consecutive quarters.

The viral momentum has continued into this year. According to Able C&C, MISSHA has maintained the top spot in Amazon’s BB cream category and, as of February this year, entered the top 60 in the overall beauty and personal care rankings, establishing itself as a global steady seller.

Third-quarter loss due to restructuring of directly operated stores…‘one-off costs’

However, the annual performance was not without challenges. Third-quarter consolidated revenue fell 5.5% year-on-year to $40.2 million, while the company posted an operating loss of $649,000, returning to the red.

This was due to one-off costs of $1.15 million, including labor expenses incurred during the withdrawal from directly operated domestic stores. In the fourth quarter, the company rebounded with revenue of $45.9 million and operating profit of $4.66 million.

In South Korea, the Daiso channel played a buffering role during restructuring. By introducing brands such as A’pieu, MiFactory and Merzy, the company partially offset the revenue gap from directly operated stores. Able C&C also plans to withdraw from the duty-free channel.

Meanwhile, with four consecutive years of profitability, attention is turning to the exit strategy of IMM Private Equity (PE), which holds a 61.52% stake in Able C&C. Since acquiring the company in 2017, IMM PE has led efforts to improve operational efficiency and reorganize the brand portfolio.

The company has also recently strengthened its shareholder return policy. It announced a total return plan worth $17.9 million, including treasury stock trusts of $6.76 million in April 2025 and $13.5 million in February 2026. It also plans to cancel treasury shares within one year.

Videos by global rapper Cardi B and TikTok creator Mikayla introducing “purple BB” and “re …

‘Cardi B's BB’ viral surge revives MISSHA, takes off in the U.S.