Coupang Launches Luxury Beauty Vertical Service 'R.LUX'

Expansion and Revamp of Existing Rocket Luxury

Coupang announced on the 2nd that it has launched the luxury beauty vertical service 'R.LUX (Alreoks)'. Alreoks is a compound word of Rocket Delivery (Rocket) and Luxury, and it is an expanded and reorganized independent service from the existing Rocket Luxury. The company explained that it differentiates itself from typical luxury vertical services by directly purchasing luxury brand products and providing fast delivery.

R.LUX, the luxury beauty vertical launched by Coupang.
[Photo by Coupang]

Alreoks introduced a separate dedicated app to enhance shopping immersion. The Alreoks app can be downloaded from the Apple App Store, and the Android version will be released sequentially. Alreoks applied a black & white concept to the user experience (UX) design to emphasize the luxury brand value and identity, creating an elegant and sophisticated atmosphere.

Currently, Alreoks hosts more than 20 luxury beauty brands including SK-II, Rene Furterer, Est?e Lauder, Sulwhasoo, Biotherm, and The History of Whoo, and plans to introduce more luxury beauty brands in the future. All products are directly purchased by Coupang, and the brands guarantee 100% authenticity. Consumers can easily verify the 'authentic' mark on the product description page.

All products purchased from Alreoks are delivered on the same day or the next day in customized signature packaging. Alreoks also plans to operate a dedicated customer service center for users in the future. Additionally, it provides the latest beauty trend information through concept videos and photo shoots produced in collaboration with luxury brands.

Byunghee Lee, Head of Coupang's Retail Division, said, "We plan to offer various benefits that can only be experienced on Alreoks," and added, "We will continue to strive to provide customers with an unprecedented shopping experience that combines elegance and convenience."