GS Shop said on Tuesday it has revamped its in-house beauty brand VU after 4 years and will introduce three skincare products. The company aims to strengthen competitiveness for exclusive products by offering value-for-money items that maintain ingredients and functions while reducing the price burden amid persistent high inflation. The renewed products will be unveiled on Wednesday on the GS Shop mobile app alongside an exclusive promotion.

GS Shop first launched VU in 2021 and recorded cumulative orders of 7.0 billion won and 160,000 cumulative ordering customers. For the revamp, it ran a "VU customer supporters" programme for 5 months. The company said it surveyed about 500 people on skin concerns and product preferences and tested new products, reflecting feedback in developing the new items.

The new products are VU Pearl Glow Tone-Up Sunscreen, VU Yuja Melatoning Serum and VU Hyalspa Moisture Cream.

Shin Myung-sub (신명섭), an MD on GS Shop's beauty development team, said the revamp was carried out to offer cosmetics customers use most often in daily life at reasonable prices. He said it will strengthen GS Shop's competitiveness for exclusive products by expanding its in-house brand into the beauty category.