South Korean cosmetics range Missha has expanded its presence across Asia and has launched its Line Friends edition cosmetics collection in 12 countries.


According to its operator, the brand is now available in China, Taiwan, Hong Kong, Thailand, Singapore, Malaysia, the Philippines, Brunei, Myanmar, Mongolia, Kazakhstan and Vietnam.

The Line Friends edition cosmetics collection features the 10 signature characters from Naver’s mobile messenger app Line, and is expected to be most popular in Taiwan and China where the messenger app is most commonly used.

There will be between 10 to 70 products launched in each country, depending on the reception for the brand and the market conditions.

As reported in the Korea Herald, Able C&C’s Overseas Business Director Lee Gwang-sub, said, “We expect our Line Friends edition cosmetics to help drive up Missha’s sales and brand awareness across Asia.”