[Content Commerce] 'Gat-saeng' Beauty YouTuber Gwak Tori's Taste Sniper

1st Generation Beauty Creator Kwak Tori
Operating Brands like Unipopcorn and Cream Whipping Cream
Connecting YouTube Channel and Online Store

"So far, we have been able to grow both content and commerce by showcasing our tastes. Naturally, as we age, our tastes continue to change, and we will communicate with our subscribers based on these changes."

First-generation beauty creator 'Gwak Tori' (real name Gwak Kyungmin) leads a life so busy that a day feels too short. With 440,000 YouTube subscribers, he not only uploads YouTube content but also runs the Direct to Consumer (D2C) shopping mall for his brand 'Unipopcorn' and operates the offline cafe 'Yogoe Nyang Subidae' in Hongdae, Seoul.

Creators 'Ryeori' (left) and 'Gwaktori'. [Photo by Cafe24]

Gwak Kyungmin, CEO of Toriprism, was known for having a "firm taste" since his days at Hongik University’s College of Fine Arts. He documented his unique fashion world on his blog, featuring hair and makeup in distinctive colors like platinum blonde and light purple, as well as accessories and costumes with a "magical girl" vibe. Later, he began turning the content he posted on his blog into videos on YouTube, gradually attracting subscribers with similar tastes and growing his channel.

Unipopcorn is a brand that fully reflects CEO Gwak’s tastes. To operate Unipopcorn, he established Toriprism and currently serves as its CEO. Toriprism has been running a D2C shopping mall using the e-commerce platform Cafe24 for over ten years. Gwak said, "I started the online business because I couldn’t find exactly what I wanted, so I decided to make it myself. Our signature pouch has been released in more than ten different designs, and each time, it sells out within 2 to 3 days due to its popularity."

Recently, he has been focusing on operating the D2C shopping mall for the newly launched haircare brand 'Cream Whipping Cream.' The products of Cream Whipping Cream are directly planned by Gwak’s partner and creator 'Ryeori' (real name Choi Seongryeol), who has 18 years of experience as a hair designer. Gwak, who has over ten years of experience in e-commerce, oversees all other areas.

The main strategy of Cream Whipping Cream is similar to that of Unipopcorn. Reflecting the tastes and aspirations of beauty expert Ryeori, the brand pursues haircare products beneficial to everyone. To create solid foundational products, the first product lineup, consisting of shampoo, treatment, and essence, is named 'Geunbon' (meaning 'foundation'). Gwak emphasized, "It took two years just to develop the products, and the irritation test results showed zero irritation, so the quality is 100% guaranteed. Not only are the products good for the skin, but the internal spring is made of polyethylene (PE), and the paper is made only from pulp scraps, making it environmentally friendly."

To promote the products, YouTube content is actively utilized. Gwak linked the Unipopcorn and Cream Whipping Cream D2C shopping malls with the Gwak Tori and Ryeori YouTube channels, respectively, using Cafe24’s 'YouTube Shopping Integration Service.' This integration guides viewers watching the content to naturally purchase the products. Cream Whipping Cream has received positive responses from viewers through videos and short-form content called 'Shorts,' and plans to release additional styling products within the year.

Gwak said, "I believe the combination of content and commerce is not a choice but a necessity. It is difficult to convey the product planning intentions or advantages through the brief descriptions on detail pages alone, but YouTube content can effectively explain details such as the amount of foam produced during use, the principle of how the shampoo enhances hair color, or the 'honey tip' of mixing shampoo and treatment in a 2:1 ratio."

His long-standing activity as a beauty creator has also helped with product sales. He explained, "Since these are products newly introduced to the market, I expected many people to buy and use them one by one, but thanks to the trust built through my creator activities, many customers purchase and use the sets from the start. There are many positive reviews, and I remember one from a customer with seborrheic dermatitis who said they could use the product comfortably because it caused no irritation."

Gwak plans to continue communicating with subscribers and customers. In the near future, he will open two additional offline cafes in Gangdong-gu, Seoul, and Busan, and will fully renew and relaunch the Unipopcorn brand.