‍Yeonji Cosmetics runs“Beaudiani”, a skin care/makeup brand.  

Yeonji Cosmetics is a skin care/makeup company founded in 2017. Before starting RocketGrowth, Yeonji Cosmetics had been selling cosmetics of their brand “Beaudiani”for 5 years, mainly in department stores and open markets.

Beaudiani's core product is cushion foundation, better known by its nickname "flight attendant pact," which keeps the skin moisturized for a long time and makes the skin look naturally good rather than covering it up. In addition to the cushion foundation, Beaudiani aims to provide customers with cosmetics that are gentle enough for sensitive skin, such as cica pads and moisturizing creams.  

For the first five years of its existence, the company struggled to find a way to survive the fierce marketing competition in the cosmetics industry.

Kim Min-jung, CEO of Yeonji Cosmetics, started her cosmetics business with a network of cosmetic textile fabric companies and the motivation to create quality cosmetics that her family could use with confidence as a mother. Kim Min-jung, CEO of Yeonji Cosmetics, started her cosmetics business with a network of cosmetic textile fabric companies and the motivation to create quality cosmetics that her family could use with confidence as a mother. At the time, the cosmetics industry was a red ocean and centered on offline marketing, so Yeonji Cosmetics invested heavily in offline marketing, including opening a store on the first floor of Lotte Department Store, to secure brand awareness.At the time, the cosmetics industry was a red ocean and centered on offline marketing, so Yeonji Cosmetics invested heavily in offline marketing, including opening a store on the first floor of Lotte Department Store, to secure brand awareness. But it wasn't easy to compete in the long term with well-capitalized players.

“At that time, the cosmetics industry competed for marketing centered on offline stores. We've tried using celebrities and over-marketing, but that only got us so far."

The challenges of growth continued with the outbreak of COVID-19. However, during the pandemic, we saw an opportunity in the changing marketplace. Consumer purchasing patterns, including cosmetics, were shifting dramatically from offline to online. In May2021, in the midst of post-COVID-19, Yeonji Cosmetics decided to join Coupang.The decision was made after much deliberation, despite the negative views of the cosmetics industry, which viewed Coupang as a "daily consumer goods platform.

"At the time, we weren't sure if Coupang would be a big opportunity for our company. But we had been looking for ways to sell more products online, so we decided to sign up."

We chose Rocket Growth because we wanted to have control over every aspect from product content to inventory, yet still get a lot of product exposure with fast shipping.

We did not immediately see the results we expected when we first signed up on Coupang. Yeonji Cosmetics analyzed customers' product reviews and ad performance to optimize its contents and ad strategy for Coupang consumers. "There are customers choosing our product out of all the cushion foundations out there. We checked every keyword these customers used to find our product, and responded quickly."

As a result of our efforts to optimize exposure, product reviews began to pile up, and customers who bought once started coming back for more. Since Yeonji Cosmetic's strength was quick response to the market, there was a need to optimize product content and advertising in a faster cycle.

And as results on Coupang slowly began to show, Yeonji Cosmetics began reviewing the RocketGrowth business model to increase sales even further. “Now we know that RocketGrowth is a mixture of Rocket Delivery and Marketplace, but at first we weren’t sure what kind of system it was. We decided to try this model out with our non-flaship products."  After starting off cautiously with wipes and cica pads, their non-major products, Yeonji Cosmetics was convinced to sell other products on RocketGrowth when they saw sales growth. Starting with 1 product in July 2023, we increased the selection to 2 the following month, then 15, and decided to sell all of our products on Rocket Growth from 2024.  

Rocket Growth has become a key channel contributing 75% to the company's revenue in less than a year of channel operations.

"Coupang is where the customers are. “I think Coupang’s advantage is that once quality is proven, customer response follows.” Quality Beaudiani products got more exposure with the Seller Rocket badge, and this virtuous cycle led to explosive sales growth.

"Our sales grew by more than 200% in 2023 compared to 2022.We expect sales to be even higher in 2024. Coupang Rocket Growth accounts for 75% of our total sales.”

The quality of sales has also improved. Sales increased for all of our products, not just our flagship product “Flight attendant pact”, resulting in an expansion of our flagship selection. “We never thought that our cica pads would become popular. Now that daily sales continue to increase, we expect it to become our flagship product, next to our cushion foundation."

Yeonji Cosmetics is aiming to enter the Chinese market based on their performance on Rocket Growth.

For Yeonji Cosmetics, Coupang Rocket Growth is a grateful partner that has led their struggling business to success.

"I don't know how big my company will become in the future, butI'll always mention this: Coupang was the foundation of our success. Because it's true."

Having secured stable sales on Rocket Growth, Yeonji Cosmetics is now focusing on diversifying its products and expanding its market beyond survival. "Our performance on Coupang helps a lot with export too. Our track record on Coupang, the no.1 e-commerce platform in the country, has helped us close deals with partners in China.”

Yeonji Cosmetics has shown that Coupang Rocket Growth can be an opportunity for beauty businesses where brand marketing is important, and that Coupang will not only bring immediate sales growth but also be a stepping stone to export markets.