Beauty App 'Millions' Launched by Dmill...Accelerating Commerce Business

[Asia Economy Reporter Junhyung Lee] Beauty-specialized multi-channel network (MCN) startup Dimil is accelerating its business expansion by launching a commerce platform.

According to Dimil on the 17th, the company recently launched the beauty curation application (app) 'Millions.' The app provides services such as price comparison of beauty-related products by shopping mall and cosmetic ingredient analysis. It also features a personalized recommendation function that suggests the optimal cosmetics based on various customer characteristics such as age, gender, skin type, and tone. Dimil plans to secure data from more than 3,000 beauty brands by the second half of this year to offer consumers the most reasonable prices and ingredient information.

Since January this year, Dimil has been preparing Millions through collaboration with major investors such as Hyundai Home Shopping and Amorepacific Group. A representative example of this collaboration is the listing of various beauty products linked with Hyundai Home Shopping's platform 'H-mall.' Amorepacific Group plans to exclusively provide Dimil's dedicated product line within Millions. To provide stable and high-quality information technology (IT) services, Dimil also formed a technical cooperation partnership with Microsoft Korea (MS). As a result, MS's Azure solution has been applied to Millions.

Dimil building located in Sinsa-dong, Gangnam-gu, Seoul.
[Photo by Dimil]

Hyundai Home Shopping, which invested 12 billion KRW in Dimil, is expected to strengthen digital-related businesses such as live commerce through Millions. Dimil's influencer network is evaluated to be a competitive advantage in the beauty industry, where recognition is crucial.

In fact, Dimil is considering providing services such as product recommendations and time deals within Millions together with about 500 collaborating influencers. The company's explanation is that the goal of Millions is not only for users to purchase beauty products that suit their concerns but also to enjoy various content aligned with trends in a 'vertical commerce' (e-commerce that sells products in a specific category).

Heonju Lee, CEO of Dimil, said, "We plan to expand the ecosystem that can provide new opportunities to creators based on the know-how gained from the beauty MCN business," adding, "We aim for 400,000 downloads within a year and will lead the digital transformation of the beauty industry to establish ourselves as a powerful platform."