[DigitalToday reporter Ho-jeong Lee] Naver said on Thursday it has opened a Chanel Beauty brand store on High End, its luxury brand service.

The Chanel Beauty brand store, which opened on Jan. 19, will sequentially add Chanel’s official beauty products, from makeup items such as lipstick and cushion foundations to fragrances, skincare lines and limited-edition seasonal collection items. Naver will present it with brand content that visually curates a selection of Chanel products available on Chanel’s official online mall.

To help users continue Chanel Beauty’s identity and brand experience on the Naver brand store, the official premium gift-wrapping service will be offered. Users can also sign up for Chanel Code, Chanel’s integrated membership, to receive the same membership benefits. All Chanel products bought on the Naver brand store will qualify for free delivery.

Naver and Chanel Beauty plan to continue expanding benefits and services to provide a differentiated luxury shopping experience, starting with this launch.

Naver has strengthened its luxury category since 2020 and has continued to expand the competitiveness of luxury beauty brands in particular. As a result, luxury beauty transaction value last year grew 29 percent from the same period a year earlier, and the number of brands on the platform rose about 5 times from the initial launch. Following the Chanel Beauty launch, Naver plans to offer a further strengthened luxury beauty lineup through High End.

Jae-hee Cho (조재희), leader of Naver’s Trend Fashion Business Team, said Naver’s brand store can provide stable platform infrastructure as well as AI recommendation technology and data analysis. He said collaboration is expanding with luxury brands seeking to broaden user touchpoints and experiment with new technologies in a rapidly changing AX environment. Cho said Naver will continue efforts to provide differentiated benefits and a trusted shopping experience through the revamped High End service.