Mega Influencer Chummee's Brand Gains Popularity in the US
"We Aim to Provide a Shopping Experience Covering Even Clothing Care"
LF announced on July 8 that LF Mall, its premium lifestyle specialty platform, has added the low-irritant vegan detergent brand LAVEREE to its lineup.
LAVEREE is a brand launched by mega-influencer Chummee (Baek Jongmin), who has 700,000 Instagram followers. Within ten days of joining LF Mall on June 17, the brand achieved sales approximately six times higher than its initial target. On LF Mall, customers can find the full range of LAVEREE products, including laundry detergent, stain remover, and gift sets.
The brand was first launched in the United States in May 2022, quickly gaining popularity through word of mouth and emerging as a strong contender in the laundry detergent market. All product ingredients are rated as skincare-grade and safe for use on skin. Despite being non-toxic vegan ingredients that are not tested on animals, the products are characterized by their rich lather and powerful cleaning performance even with small amounts. Because they are safe for use by the entire family, from children to adults, LAVEREE has gained attention as a premium detergent.
To celebrate the launch, the "L+DAY Special Event" offers all LAVEREE products at a 10% discount, along with an additional 10% coupon. This exclusive LF Mall benefit provides an opportunity to experience high-performance vegan detergents at a reasonable price.
LF Mall plans to use the addition of LAVEREE as a starting point to offer a shopping experience that goes beyond simply selling clothing, expanding to include "clothing care" as well. Currently, LF Mall is evolving into a platform that covers all aspects of daily life, from fashion to beauty and living items. As of the first half of 2025, sales in the living category have increased by approximately 15% compared to the same period last year. Recently, the platform has curated and introduced products reflecting seasonal trends, such as Danish-inspired living brands, popular kitchen brands on social media, and cooling blankets.
An LF Mall representative stated, "To grow into a premium all-in-one shopping mall that enhances our customers' daily lives, we are rapidly expanding our content in line with changing trends," adding, "We hope that through the addition of LAVEREE and exclusive benefits, more customers will enjoy an upgraded daily life that now includes laundry."
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