VMG Partners invested in Miss A at a $750 million valuation, backing the Dallas-based dollar beauty retailer known for ultra-affordable makeup, tools and accessories priced between $1 and $1.88. The company currently operates 100 mall stores across 23 states and plans to reach 200 stores by the end of 2027 and between 500 and 550 locations by 2030.
Miss A reported 34% sales growth in 2024 and 58% in 2025, more than doubling over two years. The company projected more than $100 million in 2025 sales, and by July 2026 had already surpassed that full-year revenue, according to Jean Baik, co-founder and chief product officer. She and CEO Kenneth Baik retain majority ownership.
The VMG investment will fuel store expansion, hiring and supply chain improvements. Miss A has appointed George Hill, formerly chief retail officer at Five Below, as president and COO. Starting next year, the retailer plans its first expansion beyond traditional shopping malls into strip malls.
Miss A shifted from carrying third-party brands to proprietary lines, with AOA Studio accounting for about 90% of the product assortment. A newer AOA Pro line offers elevated makeup and professional-quality beauty tools under $10, while AOA Skin focuses on affordable skincare priced between $5 and $10. The company plans to expand AOA Pro and AOA Skin in 2027 and enter haircare under the AOA brand.
Makeup is Miss A's largest sales category. The retailer sells approximately 130 brush styles, with makeup brushes experiencing strong resurgence. South Korean-made sheet masks at $1.33, makeup sponges and lip glosses are also strong performers.
Miss A introduced Seoul Scandal, a K-Beauty shop-in-shop concept, last summer. The 600- to 800-square-foot spaces now operate in approximately 70 stores, featuring more than 200 K-Beauty brands with products generally priced between $10 and $20.
Beyond its own stores, Miss A has established wholesale partnerships. Since 2024, its skincare products and beauty tools have been available at Dollar General's more than 20,000 stores and Popshelf, which operates about 180 units. Miss A is testing beauty tools and Paw Paw makeup sponges in approximately 300 Walmart stores, with the partnership expected to grow in early 2027.
Online, the company found success on Amazon and TikTok Shop. The Paw Paw makeup sponge, priced at $1.55 individually or $9.95 for a six-pack, reached the No. 1 spot in beauty sponges on Amazon, partly through organic endorsements from influencers including Alix Earle and Jaclyn Hill.
Tariffs in 2025 prompted modest price increases on select products, with some items previously priced at $1.33 increasing to around $1.55. Miss A has diversified its manufacturing across South Korea, China, Taiwan, Vietnam and India to reduce supplier reliance.