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.

South Korea\'s convenience store market is entering a saturated phase, prompting the four major operators to strengthen private brand (PB) products. CU and GS25 are expanding PB as a growth engine for overseas stores, while Seven Eleven and Emart24 are using PB to improve efficiency and profitability. With store growth slowing for most players, PB shares last year were 29.5 percent for CU, 20 percent for GS25 and 29.5 percent for Seven Eleven.