South Korean e-commerce companies are expanding their beauty categories as a new growth engine, leveraging existing memberships and logistics infrastructure. Platforms including Coupang, Kurly and Musinsa are widening their business scope, with early movers bringing in luxury and indie brands and later entrants strengthening foundations through offline touchpoints. Musinsa, Zigzag and Ably are also pushing beauty expansion. Companies are also increasing private-label launches, while competition is expected to intensify.

Musinsa said on Jan. 27 it will open its first permanent beauty store in Seoul’s Seongsu-dong in the first half of the year. It will set up a beauty select shop at Musinsa Mega Store Seongsu, scheduled to open in the second quarter, with about 800 brands and specialized spaces by category. Musinsa Beauty said last year’s transaction value rose more than 50 percent, while its four in-house brands increased 120 percent. It plans overseas expansion this year.