‘Seamless link’: K-beauty platform PowderRoom tapping into e-commerce and product co-creation

PowderRoom is a South Korean social beauty platform that began on the Naver platform in 2003, and now attracts over 4.4 million users monthly.

Over the years, it developed communities on various social network sites including Facebook, Instagram and YouTube.

“PowderRoom is trying to develop total beauty platform where users can find own taste by sharing opinions and reviews, searching information, enjoying content, and following a group of users with similar beauty profile and concerns,”​ said Ho-Jin Song, chief strategy officer of PowderRoom.

The digital acceleration triggered by the COVID-19 pandemic has created an environment of possibilities for the brand.

“Beauty consumers are more likely to not only buy products but also gain information and content online. PowderRoom has focused on creating online platform to make a seamless link between content consumption and [product] purchase,” ​said Song.

The company has expanded into e-commerce with an application where shoppers can purchase products while accessing user-created content and communicating with other members.

The platform encourages users to create content using a rewards system and uses its own social channels to increase views and engagement.

Song said the company was exploring different types of e-commerce models, such as live commerce and group buying.

Powering co-creation

Most recently, the company ventured into brand development, launching the cosmetics brand All My Things (AMTS), which was created based on information from its extensive user network.

The first collection, Hi, I’m Yours,​ was launched in the fall of 2020 and included a cushion foundation, eyeshadow palette and lip tint.

The success of the collection led to a second one that was developed in collaboration with the South Korean webtoon, True Beauty​, which helped to further expand awareness of AMTS.

With two successful collaborations under its belt, Song told CosmeticsDesign-Asia​ that the firm is set to launch its third collection in the fourth quarter this year, which will consist of face and lip make-up products.

Furthermore, the company developed a separate co-creation platform for beauty brands that connect them to its user network and conduct the necessary surveys, polls, and interviews to aid product development.

“In addition to beauty brands, various players have participated in co-creation, including IP holders, cosmetic OEM manufacturers, lifestyle and electronic brands, and so on. By using the partner network, a brand can try different ways to launch a new line,”​ said Song.

In July, PowderRoom was among the five start-ups selected to join Beiersdorf’s beauty acceleration program, Nivea Accelerator (NX).

Moving forward, the company is focusing on expanding and enhancing its marketing business in its home market, as it is expecting a huge demand as the market recovers from COVID-19.

“It’s expected that the beauty industry in Korea will recovery from COVID-19 in the near future. It’s necessary to develop marketing solution for brands and increase media power under the new circumstances,”​ said Song.

Additionally, the company intends to expand the sales distribution of AMTS into new markets, including Japan, China, the US as well as around South East Asia.