[Edaily Reporter KYUNG GYEYOUNG ] Luxury cosmetics brands, once found exclusively in department stores, are increasingly partnering with domestic online platforms. This shift is driven by the fact that more consumers are purchasing cosmetics online than in brick-and-mortar stores, coupled with the rising global status of K-Beauty, which has elevated the Korean market to a strategic region. MAC is also implementing a differentiation strategy, such as launching limited-edition products exclusively on Musinsa Beauty.

According to industry sources on the 13th, MAC selected Musinsa Beauty as the exclusive online retailer for its limited-edition “Basquiat Collection,” which launched on the 10th. Excluding MAC’s flagship store, Musinsa Beauty is the only place in Korea where the collection can be purchased online. Inspired by American contemporary artist Jean-Michel Basquiat, the MAC Basquiat Collection consists of items such as lipsticks and brush sets.

It is unusual for a luxury cosmetics brand—typically found only in premium retail channels such as department stores and duty-free shops—to launch products exclusively on a specific online platform. Previously, “pre-launches,” in which specific products or select shades were released early for a limited time, were the norm.

Regarding this collaboration, Musinsa considered it highly significant as it demonstrated the company’s recognized ability to engage the 20s-30s demographic and its branding capabilities that span both online and offline channels. Musinsa Beauty’s luxury cosmetics lineup has expanded since the 2023 launch of Maison Margiela fragrances to include Miu Miu Beauty and NARS, and the brand has achieved success—such as selling out exclusive products—through pop-up events that integrated online and offline channels.

Luxury cosmetics brands are increasingly targeting online platforms. On Naver Plus Store’s “High-End” section, operated by Naver (NAVER(035420)), brands such as Chanel Beauty, Prada Beauty, and Burberry Beauty have successively joined the platform this year alone. In addition, niche fragrance brands like Bulgari Perfume, Jo Malone London, Frédéric Malle, and Kilian Paris have also joined Naver, offering “Discovery” sets featuring various products in small sizes or selling exclusive sets.

The Luxe Beauty section of the CJ OnStyle mobile app now features beauty lines from luxury brands such as Hermès Parfums, Miu Miu Beauty, and Gucci Beauty, with niche fragrance brands like Creed set to join next month and Acqua di Parma scheduled to launch in the second half of the year.

Not only luxury cosmetics brands but also niche perfume brands are actively expanding their online presence. Initially, niche perfume brands were reluctant to enter online platforms because they prioritize exclusivity and unique brand identity, and because there are limitations to testing scents online.

The shift in strategy by luxury cosmetics and niche perfume brands—which once prioritized a premium image—is driven by changing consumer behavior. According to Euromonitor, last year online sales accounted for 67.8% and 52.7% of the domestic distribution channels for skincare and color cosmetics, respectively, while department stores accounted for only 6.0% and 12.9%. In effect, it has become an environment where expanding market presence is difficult without an online presence.

Another key factor attracting luxury cosmetics brands is that online platforms now offer high-impact display spaces on par with department stores, enabling them to effectively convey their unique brand identities. Naver is attracting luxury cosmetics brands by establishing a system that maintains each brand’s distinct identity while integrating with their respective membership programs; CJ Corp. is leveraging content-driven commerce to convey brand philosophies; and Musinsa Beauty is focusing on producing customized content tailored to each brand.

As luxury cosmetics brands continue to enter e-commerce platforms one after another, the growth of these platforms is also becoming increasingly prominent. Sales at CJ Corp. OnStyle’s Lux Beauty section grew significantly year-over-year, rising 184% in June and 142% in July. Naver High-End’s beauty-related transaction volume for the first half of this year also increased by more than 70% compared to the same period last year.

An industry insider stated, “Premium brands are prioritizing online platforms that allow them to maintain their brand experience over those offering price discounts,” adding, “HANKOOKCOSMETICS serves as a key reference point for formulating global strategies, as it features rapid consumer response to new products and provides insight into global beauty trends.”