Missha opens a shop at Zayoona Mall in Iraq. Courtesy of Able C&C

Able C&C opens shop in Baghdad

Korea’s top-tier cosmetic brand Missha has waded into the Iraqi market for the first time among its competitors here as a part of its efforts to strengthen its presence in the global scene.

Able C&C, the cosmetics firm that runs the Missha brand, recently said that it opened its first store at Zayoona Mall in Baghdad.

Zayoona Mall is a mega-sized shopping mall located in the eastern part of the Iraqi capital where a total of 25,000 people visit every day.

An Able C&C official said that Missha’s quick move is notable.

“The Iraqi cosmetics market is in the fledgling stage with no dominant players. Able C&C will be able to enjoy first-mover advantages by opening an offline shop in the country early on,” the official said.

Iraq imports cosmetic products worth more than $200 million every year. In particular, high-performance skincare products are popular there because people want to protect their skins amid hot and dry desert weather.

“Missha’s BB creams with various colors draw big attention in Iraq as we developed the products targeting the Middle East,” Able C&C’s Chief Globalization Officer Erica Choi said.

“We strive to lead the Iraqi market through high-quality skincare products down the road.”

Able C&C has pulled out all the stops to make its presence felt at offshore markets. For instance, it launched its second store in Ukraine last month.

In July, it opened its fourth and fifth Belarusian stores, and in March, it made a foray into online markets in the United Kingdom and Poland.

Missha currently operates more than 150 stores in upside of 40 countries across the globe.


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Hillary Lee studied literature in Seoul. Lee has big interests on various topics including IT, BT, business and finance. Lee can be reached at homin30@hanmail.net or 82-2-6956-6698.