Global beauty powerhouse Able C&C is making waves in the North American market with its flagship brand, Missha, now available both online and in-store at Olive Young locations across the U.S.

Beauty industry insiders reported on Thursday that Missha has significantly expanded its reach to American consumers. The brand made its debut on May 29 at Olive Young's newly opened brick-and-mortar store in Pasadena, California, while simultaneously launching on the retailer's U.S. e-commerce platform.

Missha's initial product lineup features 29 must-have items. The brand plans to spotlight its iconic BB creams, which have become synonymous with K-beauty excellence in the global cosmetics scene.

The U.S. represents the world's largest single beauty market, boasting a staggering value of approximately 120 billion USD. Able C&C has been making serious moves stateside, with U.S. sales skyrocketing by 32% year-over-year in the previous quarter. This year's first quarter has seen even more impressive growth, with sales soaring by an astounding 230%, solidifying the brand's upward trajectory.

An Able C&C spokesperson shared the brand's strategy: Missha is set to dominate the North American market by leveraging the globally recognized BB cream line and cutting-edge skincare technology. It's doubling down on the multi-channel approach to connect with customers wherever they prefer to shop.

In a parallel move, Able C&C is also expanding its presence in major retail chains like Costco Wholesale Corporation, rapidly increasing its touchpoints with American shoppers.

Missha has already established a strong foothold in Japan, a key Asian market, with products available in over 30 Costco Wholesale Corporation locations. Building on this success, the brand made a bold move in April, launching in 150 stores across major U.S. regions, 60 in Canada, and 14 in Taiwan, significantly bolstering its global distribution network.

Global beauty powerhouse Able C&C is making waves in the North American market with its fl …

Missha Expands in North America: What This Means for K-Beauty in 2026