Missha
The original Korean road-shop brand: proven skincare and makeup at prices that make sense.
About Missha
Missha started in 2000 as an online-only service called Beautynet, set up by cosmetics researcher Seo Young-pil to prove that good cosmetics do not have to be expensive. In 2002 the first shop opened near Ewha Womans University in Seoul and invented the affordable Korean road-shop format that the whole K-beauty high street later copied. The M Perfect Cover BB Cream went on to sell more than 130 million units, and the Time Revolution First Treatment Essence passed 10 million. Today Missha is the flagship of Able C&C and sells in about 56 countries. Its platform rests on three ideas: effect-focused ingredients with only the necessities, delivery technology that gets them into the skin safely, and formulas validated against the needs of millions of customers.
Missha Products (2)
Frequently Asked Questions
What is a 'road-shop' brand, and why does it matter?+
Korean road shops are the single-brand stores that line shopping streets, selling their own skincare and makeup at everyday prices. Missha opened the first one in 2002 near Ewha University and set the template: good formulas, honest pricing, no department-store markup. That heritage is why a Missha cushion or mascara costs a fraction of a Western equivalent without being a cheaper product.
Which Magic Cushion shade should I pick, 21 or 23?+
Both are neutral-leaning. No.21 Light Beige suits fair to light skin; No.23 Natural Beige is one step deeper, for light-to-medium skin. If you are between the two, cushions oxidise very little in this formula, so choose by the depth of your neck rather than your cheeks.
Is the 4D Mascara waterproof?+
It is water-resistant and smudge-proof: the formula sets into a light film around each lash that holds through a humid day and does not transfer, but it is not part of Missha's dedicated Ultra Powerproof waterproof line. It comes off with a cleansing oil or balm, or warm water and a little patience.
Where is Missha made, and who owns it?+
Everything we stock is made in South Korea. Missha is the flagship brand of Able C&C, a Seoul-listed company that has been majority-owned by IMM Private Equity since 2017 and also owns the sister brand A'pieu.
Is Missha cruelty-free?+
No certification. Missha sells in mainland China, where some imported cosmetics can still be subject to animal testing, so independent trackers list the brand as not cruelty-free. We say so plainly so you can decide with the facts.
Why order from SKIN101?
Fast local delivery
Ships locally within Israel — up to 4 business days, usually 1–2. No overseas shipping waits, no customs risk.
Final prices, no surprises
International sites add 18% VAT plus clearance fees at the border on orders above ~₪250. Our prices already include everything — what you see is what you pay.
Originals from the official importer
Every product comes through the official importer and carries the Health Ministry approval sticker — unlike the many fakes and gray-market parallels sold without it.
Sales, coupons & gifts
Sales and coupon deals run all the time, and most orders include free gifts and testers that you pick yourself at checkout.