For example, the Missha Time Revolution First Treatment Essence is a popular duplication of luxury brand essence SK-II,[4] and the Missha Time Revolution Night Repair Science Activator Ampoule is a popular duplicate of the Estee Lauder Advanced Night Repair.

On August 1, 2011 it was announced that South Korean boyband duo TVXQ signed on as advertisement models for Missha in Korea and started their official promotions that month.

[10] On September 10, 2012, Missha announced that the duo had again signed an exclusive contract with them to represent the brand worldwide and that their advertisements would soon be featured in some 1,000 stores across Asia.

Missha was fined ₩3 million and the ruling stated that "Although Missha’s trademark combines a diagram and letters and has different colors compared to the trademark of the Mary Quant Cosmetics, there are reasonable concerns that the identical shapes of the diagrams could hurt the brand recognition of the plaintiff and may confuse customers".

According to a local newspaper, Apple Daily, an employee received a WhatsApp message from a head-office colleague at about noon, saying that "The boss is gone.