CJ OnStyle, a leading South Korean TV home shopping and mobile commerce platform, reported a 43% year-on-year sales increase for its Luxe Beauty Hall from January to May 2025. The growth, driven by heritage brands like Hermès, Sisley, and Clé de Peau Beauté, signals strong demand for premium beauty through mobile live commerce—a channel increasingly relevant for overseas distributors and clinic buyers targeting the Korean market.
Sales performance highlights
The Luxe Beauty Hall, featuring over 70 brands including Hermès, Sisley, Clé de Peau Beauté, Maison Margiela Fragrances, Laura Mercier, NARS, and Decorté, saw notable spikes during live broadcast months. SK-II sales jumped 418%, Decorté 497%, and René Furterer 904% compared to the same month last year. Hermès recorded a 218% increase in its May live broadcast versus the prior year, while Sisley and Clé de Peau Beauté saw 25x and 30x growth respectively during their respective broadcast months.
Premium product performance
A premium derma brand, Renober, launched via a live broadcast and sold out within 40 minutes, generating 3 billion KRW (approximately USD 2.3 million) in sales for a serum priced at 480,000 KRW (about USD 370). The same broadcast also sold out a Tripolar radiofrequency device priced near 1 million KRW (about USD 770), demonstrating strong consumer appetite for high-ticket aesthetic devices and cosmeceuticals through live commerce.
Strategic partnerships and content commerce
What buyers should watch
For overseas importers and distributors, CJ OnStyle's performance underscores the growing importance of mobile live commerce as a channel for premium beauty and aesthetic devices in Korea. The platform's average transaction value for premium beauty reached 240,000 KRW (about USD 185) last year, ranking first among major online shopping malls in both per-transaction and per-person average payment amounts, according to WiseApp·Retail. This trend suggests that live commerce can effectively move high-value aesthetic products when paired with trusted brand partnerships and compelling content.
Source: Read the original report | Published: June 09, 2026