MISSHA was established in 2000 through a Korean beauty website. It opened its first physical store in Korea in 2002. Eight years later, they had more than 330 stores worldwide. Using state-of-the-art technology, their main ingredients are natural plant extracts which have passed through the strictest care standards. Every product undergoes extensive allergy testing and is subjected to the critique and feedback of make up experts. They constantly strive to improve product quality and invest heavily in ongoing research and development.