The industry's shift toward beauty reflects the growing demand for K-beauty products.
Coupang, the country's largest e-commerce platform, recently introduced its private brand skincare line "Elle Paris" through its subsidiary CPLB, offering 18 products with relatively lower prices than market average.
The company has also expanded its luxury beauty platform R.LUX, formerly known as Rocket Luxury, adding premium brands including Jo Malone London, Laura Mercier, Lancôme, and Decorté to its portfolio.
Market Kurly's beauty division, which accounts for about 10 percent of the company's total revenue, hosts approximately 1,000 brands and is expected to maintain double-digit revenue growth this year. The beauty vertical surpassed 5 trillion won ($3.8 billion) in transactions within two years of its launch.
11Street Co. is operating its online-exclusive cosmetics brand "Scinc," which recently expanded to GS25 chain convenience stores with products priced in the 3,000 won range. The platform also runs a beauty club program offering monthly benefits to regular beauty shoppers.
"Beauty products ensure steady customer purchases and higher margins," said an e-commerce industry official. "It's also a strategic move to capture female customers in their 20s and 30s."
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