A sister brand of MISSHA and SWISSPURE, A'PIEU offers makeup and skin care formulated especially for young women in their 20s. The use of mild ingredients caters to sensitive skin, while collaborations with popular animated characters such as Doraemon, Crayon Shin-chan and Rilakkuma make its products more attractive to its audience. A'PIEU's most coveted products include the Pure Block Natural Daily Sun Cream, Start Up Primer and the Rilakkuma Edition product series.