Just as a chef relies on a knife and a hairdresser on scissors, makeup artists and enthusiasts understand the indispensability of cosmetic tools and color products. However, the influx of foreign alternatives has saturated the domestic market. Mustaev, emerging as a frontrunner in the cosmetics realm, aims to become a global brand, offering the quintessence of Korean-style makeup tools and color cosmetics.
Established in 2009, MTMCO left an indelible mark on the cosmetics market with the introduction of the ‘MUSTAEV’ makeup brand in 2010. Mustaev brushes, gaining acclaim among beauty bloggers and makeup aficionados, carved a distinct niche in a market dominated by foreign counterparts. Yet, Mustaev’s soul resides in Cheongdam-dong.
Cheongdam-dong, the nucleus of Korea’s beauty culture, serves as a haven for makeup artists, making it the birthplace of Mustaev. All products bearing the Mustaev name are born from the collaborative spirit, inspired by the imaginative ideas of makeup artists.
Guiding this journey is the philosophy of CEO On Yun-seong, who understood early on that winning the admiration of experts was the key to success.
On Yun-seong, a pharmacist turned entrepreneur, shared, “My journey from pharmacy to cosmetics was a natural progression.” He explained, “Recognizing a void in Korea’s production of representative color products, I aspired to create authentic color cosmetics and makeup tools. My vision was to succeed by establishing a company dedicated to creation.”
Grounded in the belief that expert recognition precedes consumer allure, CEO On Yun-seong invests significant time in meticulously crafting each product. Unlike competitors swayed by fleeting trends, Mustaev’s focus is on developing the right products through extensive field testing, feedback collection, and multiple revision stages.
At the heart of Mustaev’s innovation is the PCI (Personal Color Image) system, customizing colors to individual preferences. Mustaev takes pride in classifying colors, setting itself apart from trend-driven commercial products prevailing in the market.
CEO On Yun-seong emphasized, “While staying abreast of fashion-forward cosmetics is crucial, we place immense importance on the fundamentals. Our products, developed hand in hand with experts, possess universal appeal while staying true to the basics.”
Confident in their global competitiveness, Mustaev crafts cosmetics using the highest quality materials, anticipating consumers to recognize and appreciate their intrinsic value.
CEO On Yun-seong stated, “Our aspiration is for consumers to discern no difference between Mustaev brushes purchased today and those acquired a decade from now. In Korea, we aim to be the MAC or Bobbi Brown equivalent in the U.S.”
He added, “Just as there is a distinct difference in facial shapes between Westerners and Koreans, characterized by deep, three-dimensional eyes, Mustaev believes that makeup tools must align perfectly with the Korean face. We aspire to be a brand that authentically represents Korea with products tailored precisely for us.”
For more information about Mustaev and its diverse product lines, explore https://mustaevusa.com/shop/index.php and https://themustaev.com/. Take advantage of its Black Friday sales to enjoy incredible discounts of up to 70% off on various products.
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Current Hue journalist was involved in the writing and production of this article.