Buying list · Suncare · #23 of 150

Missha — All Around Safe Block Essence Sun Milk EX SPF50+ / PA+++

MVR 355Recommended shelf price
incl. 8% GST
68%Gross margin
after landed cost
3.55MVR per gram
value density
MVR 106Landed cost
at MVR 19.37/USD
Strong value density

MVR 3.55 per gram, comfortably above the 2.65 target. This is the kind of product the range should be built around.

Landed cost to shelf

StepUSDMVRBasis
FOB Korea (wholesale)2.00Quoted supplier price
Cost basis used106customs cost per kg — the more conservative of the two routes
Freight, weight-rated0.090100 g × USD 0.90/kg
CIF at Malé5.31
Import duty0.000% MFN — National Tariff 2026
Revenue fee + clearing0.161% customs value + 2% CIF
Landed cost5.47106Converted at the blended effective rate
Shelf price (GST-incl)355observed Maldivian shelf price
Net of GST3298% general sector
Gross profit per unit22367.8% margin · MVR 2.23 per gram

Effective FX of MVR 19.37 per USD assumes 35% of dollar requirements met at the official MVR 15.42 and the balance at the parallel MVR 21.50. Converting at the peg alone would understate this landed cost by about a third.

Specification

Brand
Missha
Product
All Around Safe Block Essence Sun Milk EX SPF50+ / PA+++
Category
sunscreen
Sub-category
chemical milk
Sizes available
70ml (Essence Sun Milk EX); a 50ml 'All-Around Safe Block Essence Sun SPF45/PA+++' variant is also listed by StyleKorean and Q-Depot
Size stocked
70ml
Gross shipped weight
100 g
Shelf life / PAO
Not disclosed
Key ingredients
Rhodiola Rosea - listed by StyleKorean as the key product benefit ingredient; full INCI NOT FOUND
Concern addressed
Lightweight hydrating daily UV, no white cast. StyleKorean 'Skin Type Fit': oily, combination, normal, dry
SPF / PA
SPF50+ / PA+++
Popularity evidence
StyleKorean 2026-08-30: 4.5 stars, 585 reviews - the highest review count of any sun SKU checked in this batch after Abib. Amazon.in listing B01G1NK2DY shows 4.1 stars with 250 ratings (Google result, 2026-08-30). Amazon.ae listing shows 4.1 stars, 5 reviews. Q-Depot wholesale market signals 2026-08-30: 22 orders, 336 units sold, top markets US/Albania/Australia.
Available across Asia
India (Amazon.in), UAE (Amazon.ae), Vietnam (missha.vn official country store), Maldives (Mizuki carries 2 MISSHA suncare SKUs but not confirmed as this one)
Already sold in the Maldives
no - this SKU was not found on luxeglow.mv, mizukimv.com, lanevemv.com, vitalhousemv.com or lecute.com. Mizuki's sunscreen collection filter does list MISSHA (2 products), so a related MISSHA sun SKU may be stocked.
Likely HS chapter
33 — cosmetics
Duty risk
Low — 0% MFN line
Source file
suncare-masks.csv

Sources