Ably Corporation said on Sunday it will launch its first in-house beauty private label brand, BYBLY. It plans to target value-conscious consumers in their teens and 20s in Generation Z and Generation Alpha.

BYBLY means "by ABLY." The company said it planned BY ABLY based on consumer behavior data of customers in their teens and 20s accumulated on the Ably platform.

The first lineup consists of 2 daily makeup items: "Dal Cushion" and "Cushion Refill Shot." It features formulas that reflect skin concerns among consumers in their teens and 20s and packaging with a trendy aesthetic. The company also streamlined its distribution structure and packaging to offer prices aimed at consumers in that age group. It plans to launch "3.3 Mascara" in June.

The company plans to expand the lineup. It also plans to continue efforts that reflect the platform's strengths, including beauty product planning through collaborations with partner brands and product rollouts linked to the fashion category.

An Ably official said, "BYBLY is a brand that has implemented products that match actual demand based on customer data accumulated on the platform." The official added, "Even in the beauty market, which is evaluated as a red ocean, we will continue to introduce products that reflect differentiated needs and offer price competitiveness based on a high level of product quality."