In August 2009, the luxury Missha Homme Urban Soul line was launched with higher quality and are more expensive than the existing two men's cosmetic lines.
In August 2012, as part of Lotte Department Store's expansion programme into China, a replica of Seoul’s main shopping district Myeong-dong was featured in its new store in Tianjin, with outlets of Missha, The Face Shop and Skin Food.
Missha products range from makeup, skin care, to body and hair products; such as All-Around Safe Block Soft Finish Sun Milk SPF 50, Cool Fitting Body Gel and Hot Burning Body Gel.
Missha is also known for making high quality, lower cost duplications of more expensive brands. For example,the Missha Time Revolution First Treatment Essence is a popular duplication of luxury brand essence SK-II, and the Missha Time Revolution Night Repair Science Activator Ampoule is a popular duplicate of the Estee Lauder Advanced Night Repair.