Ably Corporation said on Sunday it will launch its first in-house beauty private label brand, BYBLY, aiming to target value-conscious consumers in their teens and 20s. The company said it planned the brand based on consumer behavior data accumulated on the Ably platform. The initial lineup includes two daily makeup items, and it plans to release a mascara in June. Ably also plans to expand the lineup and pursue collaborations with partner brands.

Ably, Zigzag and W Concept are maintaining a competitive structure in South Korea’s women’s fashion platform market, with last year’s performance diverging on profitability. Ably led sales but remained in the red, while Zigzag expanded operating profit and W Concept swung to an operating loss. This year, Ably is prioritising technology upgrades and new business expansion, Zigzag is strengthening delivery and category competitiveness, and W Concept is focusing on brand competitiveness and service upgrades.