Global Cosmetics Company 'Beiersdorf' Holds Tripartite Agreement Ceremony with Startup 'Likle'
Strengthening Cosmetics-Related Products and Marketing through Joint Brand Development and Content Integration
Lee Wanshin, CEO of Lotte Homeshopping, held a non-face-to-face investment agreement ceremony on the 15th with Lotte Homeshopping, Beiersdorf, and Lykl at each company's headquarters and took a commemorative photo.
[Asia Economy Reporter Lim Hye-seon] Lotte Homeshopping is partnering with global cosmetics companies and domestic cosmetics startups through investment agreements to foster K-beauty.
On the 16th, Lotte Homeshopping announced that on the 15th, it held a three-party investment agreement ceremony in a non-face-to-face manner at each company's headquarters with the German cosmetics company 'Beiersdorf' and the cosmetics startup 'Likle'. The event was attended by Lee Wan-shin, CEO of Lotte Homeshopping; Endrik Hasemann, head of Beiersdorf Korea; Jeon Ji-hoon, CEO of Likle; and other officials. Through a video conference, they signed the investment agreement and discussed joint beauty content development and marketing enhancement. The total investment amount from Lotte Homeshopping, Lotte Accelerator, and Beiersdorf combined is 6 billion KRW.
Likle is a startup operating the beauty platform 'Unnie's Pouch', which has 1.3 million members, and its own brand 'Unpa Cosmetic'. Beiersdorf, the second-largest shareholder of Likle, is a global company with cosmetic brands such as Nivea and Eucerin and has more than 180 branches worldwide.
Lotte Homeshopping will collaborate with Likle on beauty brand development, joint marketing, and expansion of distribution channels. Based on Likle's big data and cosmetics planning and development capabilities, along with Lotte Homeshopping's product sales expertise, they plan to develop a skincare brand to be launched in the second half of this year. Beiersdorf will support the expansion of the Asian distribution network for the beauty brand that Likle introduces domestically. Additionally, Likle's content will be linked to Lotte Homeshopping's fashion and beauty specialized services, and they plan to jointly conduct viral and influencer marketing.
Lee Wan-shin, CEO of Lotte Homeshopping, said, "By combining the technology of cosmetics companies with Lotte Homeshopping's sales know-how and distribution network, we will lead beauty trends. We will continue to discover excellent startups and create various successful business models together."
Meanwhile, Lotte Homeshopping has been continuously investing in startups with outstanding ideas and technologies. Starting with its first direct investment in February 2018 in 'Skelter Labs', which possesses top expertise in the domestic artificial intelligence (AI) field, it invested 1.7 billion KRW in 'Daddyforbebe', which won first place in the Lotte Group in-house venture contest in August of the same year. In November last year, it invested 4 billion KRW in Adapt, a media commerce startup combining content production and online shopping.
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