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Musinsa, a South Korean fashion e-commerce company, has introduced a new makeup brand which it named Oddtype. The biggest online fashion platform said on Thursday, April 20, that it had created this new cosmetic line to expand the company’s business portfolio.
As per The Korea Times, Musinsa’s Oddtype is a vegan-certified cosmetic line, and it is targeting the young MZ Generation for this type of product. It was said that the products under this new brand were given unique names which were based on their color, and this is one thing that makes them different from other cosmetic brands in South Korea.
For instance, rather than stating the products’ colors as red or blue, Oddtype’s cosmetic products for the lips use names like “Uri" and "Jayu." These Korean terms translate to “we" and "freedom" in English.
At this time, Musinsa is offering two kinds of products under its new Oddtype makeup brand. In its “Unseen Blur” range, the “Unseen Blur Tint” and “Unseen Mirror Tint” are offered to customers. Both of these items come with either a brush or a special blender for perfect applications.
"We wanted to create a new brand that pursues uniqueness, something that breaks away from cliches. Cosmetics is an extended business of fashion,” an official of Musinsa said in a statement. “Like how Musinsa grew with casual street brands in a saturated fashion market, we know there is a niche market for those who seek new makeup items."
He added, "We want to start slow, introducing lip products first only and think of Oddtype as a makeup brand for now. Later, we plan to make powder pact and foundation items too."
Meanwhile, Musinsa received its vegan certification from the Forest Stewardship Council for its Oddtype lip tint products. This cosmetic only uses soy ink as its ingredient.
