Mustaev’s Odyssey: Nurturing Beauty, Cultivating Excellence

Mustaev's Odyssey: Nurturing Beauty, Cultivating Excellence
On Yunseong, CEO of MTMCO Mustaev, Charts a Visionary Course for Global Cosmetics.

November 29, 2023 – Just as a knife is indispensable to a chef and scissors to a hairdresser, Mustaev recognizes that cosmetic tools and color products are the soul of makeup artistry. In a market saturated with foreign alternatives, Mustaev emerges as the vanguard of a global cosmetics brand, offering an authentic Korean touch to makeup tools and color cosmetics.

Established in 2009, MTMCO made a lasting imprint in the cosmetics domain with the birth of the MUSTAEV makeup brand in 2010. Mustaev brushes, celebrated among beauty bloggers and makeup aficionados, carved a unique niche in a landscape dominated by foreign competitors. However, Mustaev’s essence is intricately tied to the cultural hub of Cheongdam-dong.

Cheongdam-dong, the nucleus of Korea’s beauty culture, serves as a playground for makeup artists, making it the ideal birthplace for Mustaev. Every product that bears the Mustaev name is a product of collaboration, inspired by the vibrant ideas of makeup artists.

Steering the helm of Mustaev’s journey is the visionary philosophy of CEO On Yun-seong, who recognized early on that the admiration of experts was the gateway to success.

CEO On Yun-seong, a former pharmacist turned entrepreneur, shared, “My background in pharmacy propelled me into the world of cosmetics.” He elucidated, “Identifying 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 that champions creation.”

Grounded in the belief that expert recognition precedes consumer allure, CEO On Yun-seong invests substantial time in meticulously crafting each product. Unlike competitors driven by fleeting trends, Mustaev focuses on developing the right products – a process involving extensive field testing, feedback collection, and multiple revision stages.

At the heart of Mustaev’s innovation is the PCI (Personal Color Image) system, tailoring colors to individual preferences. Mustaev prides itself on classifying colors, setting it apart from trend-driven commercial products prevalent in the market.

CEO On Yun-seong emphasized, hile fashion-forward cosmetics are essential, we place immense importance on the fundamentals. Our products, developed hand in hand with experts, possess a universal appeal while remaining true to the basics.

Confident in their ability to compete on the global stage, Mustaev crafts cosmetics using the highest quality materials, expecting consumers to recognize and appreciate their intrinsic value.

CEO On Yun-seong said, “Our aspiration is for consumers to perceive 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 various product lines, visit and You can also take advantage of its Black Friday sales and enjoy amazing discounts of up to 70% off on various products.

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Company Name: MustaeV
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Country: South Korea