Missha is a Korean road shop brand. I think they call it "road shop" because usually in Korea the majority of cosmetics are sold in department stores and the low-end, cheaper ones have individual standing stores that are on the road (instead of a department store counter). Thus, it basically means that it is equivalent to what we call "drug store products" (there are no drugstores in Korea).
Missha has been around forever and is one of the brands that started to sell quality products at a very very cheap price (along with etude (now etude house), vov and clio) that targeted the mass market.
The prices are getting jacked up lately, but Missha is known to sell products at around 3,000 Korean won - under 10,000 Korean won, which will be anywhere below 10 dollars in the states (general conversion that is).
Because of it's cheap production cost, Missha doesn't actually offer anything unique to the market. It is more of a 'dupes of currently famous high-end products in a Missha packaging'. Yet, you shouldn't quickly dismiss Missha because if this. Like I said, the quality of Missha products are superb to what you actually pay.
The famous ones
Missha M perfect cover (aka, the red) BB cream is what gave Missha an opportunity to jump out of its domestic market and gain some notice in the international market. I am sure anyone who is remotely interested in BB creams must have seen or at least heard about the Red BB cream from Missha.
This is how the website describes its product
4D is basically an upgrade of the very famous 3D mascara. 3D is still sold along with 4D. The mascara is sold at a very nice price of 3,300 Korean won (which is less then 3 dollars) and is known for it's great performance.
Pros: cheap price. Soft, lengthening formula. Sleek design
Cons: Isn't listed on the Missha us website. Isn't buildable. Could dry out fast if you don't close the cap
The three top is Fanta Dream (coral), Chic Lavender (pink mauve) and Pale Heart (nude beige).
Other colors are 'Dear rose', 'Fresh pop', 'Satin sugar', 'Lovely Angel' and 'Baby Milk'.
At the moment, the US site only has the newest shades.
Pros: Rare nice quality matte lipsticks. Pretty creamy texture. very nice pigmentation
* Fanta Dream is a dupe of Bobbi Brown's Salmon, Chic Lavender as MAC's Snob, and Pale Heart is hard to put a finger on.
Cons: Can dry out and accentuate wrinkles. You have to reapply it now and then.
This is supposed to be a super coverage pressed foundation. A lot of people compare it's coverage with Estee Lauder's Double wear foundation (which gives you really really thick coverage).
The M line is targeted at a bit more mature skin (mid-20's and up), so it might not be suitable for teens or early 20's.
This is what the US website says.
Pros: Cute packaging. Nice coverage. Matte finishing.
Cons: A bit too much yellow undertone. Could break people out. A bit pricy for Missha's products. Only has 2 shades (#21 or #23)
Locally popular products recommendations
I really recommend the brushes.
I have three Missha brushes, and I love all three of them. They are such good quality brushes at a very cheap price :)
It is a base that fixates your lashes the way you curled them before you apply your mascara
Okay, obviously it's not as highly pigmented as MAC's or MUFE's. But at that price, it has very good pigmentation and doesn't fly off.
It's suppose to be a dupe of Guerlain's Meteorites Powders. If gives your skin a super nice sheen and glow without making it look greasy.
I think Missha will have a hard time establishing itself in the global market since the "cheap price" factor can't apply to countries other than Korea. (Since all other countries consider Missha as a imported brand, taxes jack up the price and it will only be the quality that Missha could use as a competitive factor.)
However, I do think if they start developing some signature products that are original, they will have a very good chance. :) As for now, for those that want to experience Missha could pay a reasonable amount of money and try the products out.
Oh, btw, Missha's US site address is http://www.misshaus.com
I wrote this entry since a lot of people asked me where they could put their hands on Missha products :) As a lot of you may know, I got mine bought in Korea or sent from Korea. Some reviews were based on my own experience, some were from what a majority of people have said about that product.
Below are the products I grabbed and threw on the bed :p I think I have a few more but was too lazy to go through my makeup stuff.