Beauty and skin care categories are growing strongly, and many brands have reached cooperation with Shopee

Previously, foreign media reported that Korean beauty and skin care products are popular in Southeast Asia , and more consumers choose to search and purchase related products on Shopee .

Data also shows that brands such as Laneige and innisfree under Amorepacific are consistently ranked among the top five in the beauty category during Shopee’s annual mega sale (from 9.9 to 12.12).

In particular, since its launch on Shopee Mall in 2018, Amorepacific's gross merchandise value (GMV) has increased by more than 13 times, and its regional e-commerce business has doubled in 2020 .

In February this year , Amorepacific signed a memorandum of understanding with Shopee in an effort to expand its digital presence in Southeast Asia and extend its reach to Taiwan.

In addition to this, there have been reports recently that K-beauty and Shopee will work together on data-driven strategies , joint marketing efforts, and more joint brand collaborations.

In April this year , Amorepacific will launch the first regional campaign for Sulwhasoo on Shopee Premium under the MoU.

It is understood that following Sulwhas0o’s launch on Shopee ’s Indonesia , Vietnam and Thailand sites last year , its growth has been strong, and this campaign aims to drive growth in online sales and category growth on e-commerce.

In addition, stimulated by the growing middle class in Southeast Asia , demand for personal luxury goods continues to grow across the region .

This is thanks to digitally savvy millennials and Gen Z buying more beauty products on online platforms, with these specific consumer groups also tending to discover new brands online.

According to a McKinsey & Company report, premium shoppers are the largest consumer group of their generation in the Asia Pacific region . And, as more premium shoppers choose to purchase premium products online , more brands will recognize the need to stand out through partnerships and collaborations.

Perhaps choosing to cooperate with local e-commerce platforms will be the first step for these brands to expand. For e-commerce platforms, it may also be a general trend to promote larger regional plans and introduce new features to provide a differentiated user experience for further development .

Shopee Platform

Cross-border e-commerce market

Southeast Asia