Abley Achieves Highest Beauty Transaction Volume in January... "No-Mask Effect"

Abley announced on the 20th that its beauty transaction volume last month increased by 200% compared to the previous year, marking an all-time high.

Abley Partner Brands
Photo by Abley

According to Abley's sales data analysis, the transaction volume of tint, a representative lip makeup product, increased by about 210% compared to the same period last year. Transactions for base makeup products such as cushions, foundations, and concealers rose by 155%. Transactions for shading, highlighter, and blush products increased by approximately 300%, and demand for gua sha and lifting bands also surged.

Abley cited the lifting of indoor mask mandates as a major reason for the increased demand for color and base makeup products that had been previously omitted. As various social gatherings became more active, there also appeared to be a growing tendency to purchase outing clothes such as office looks and guest outfits together with cosmetics like tints and lipsticks.

The strengthening of loyalty among the MZ (Millennial + Generation Z) generation through active collaboration with tenant brands also had an impact. In January, the color makeup specialist brand LilybyRed exclusively pre-launched the Freeze Collection, consisting of cool-tone customized makeup new products, on Abley.

An Abley representative said, “We will continue to leverage Abley’s vast big data, self-developed AI recommendation technology, and industry-leading number of users to create a differentiated beauty shopping environment.”