[Edaily Reporter Kim Ji-woo ] Ate, the beauty brand of lifestyle and culture company LF(093050), continues to enjoy success with its lip balms on KakaoTalk’s “Gift” service. To capitalize on this demand, the brand has unveiled a new shade exclusively through the KakaoTalk “Gift” channel.

According to LF on the 29th, Ate has recorded cumulative sales of 380,000 units since launching on KakaoTalk Gifting in January 2020. Of these, lip balm products—ranging from the “Authentic Lip Balm” to the “Authentic Lip Glow Balm”—accounted for 310,000 units in cumulative sales. Analysts attribute this popularity to the brand’s strategy of targeting gift-giving demand with a wide range of color options and unique accessory and merchandise bundles.

In particular, since its launch in September 2024, the Lip Glow Balm has sold approximately 140,000 units on KakaoTalk Gifting alone, generating cumulative sales of 4.2 billion won. During Kakao Shopping Live broadcasts held since its launch, it has consistently ranked among the top performers in the beauty category.

An Ate representative stated, “In addition to the Lip Glow Balm’s product quality—including its moisturizing texture and nourishing ingredients—its stylish design appealed to gift-givers,” adding, “With its affordable price point and unique merchandise offerings, such as keychains, it has established itself as a new go-to option for lip balm gifts.”

Reflecting this demand, Ate is launching No. 12 “Ruby” today—an exclusive shade for the Lip Glow Balm available only through KakaoTalk’s Gifting service. The company explained that it created this clear, vibrant red shade in response to customer feedback regarding existing colors, such as “I wish there were more vivid colors” and “I need a shade that adds a pop of color.”

iA, Inc. is offering free gifts with the purchase of any of its 15 Lip Glow Balm varieties—including the new product—through the 6th of next month. All customers who purchase a “Lip Glow Balm” will receive a sample of Sun Essence EX, and depending on the product bundle, they will also receive a silver heart keychain, a smudging lip pencil, or a summer PVC pouch. Depending on the purchase amount, customers will also receive gifts such as a Programming Mask Pack, a full-size Tone-Up Sun Essence, and gift cards for food delivery apps.

An Ate representative stated, “In less than two years since the launch of the Lip Glow Balm, we’ve already introduced our 16th shade, including limited editions,” adding, “We plan to continue introducing new shades and unique merchandise to quickly respond to customer feedback and changing trends, thereby meeting expectations for our flagship product.”