Recruiting Promising Beauty and Wellness Brands Until the 13th
Up to 1 Billion Won in Support Backed by an 11 Billion Won Fund
Expanding Presence in Major U.S. Distribution Networks Including Ulta Beauty and Walmart
Accelerating Global Expansion of K-Lifestyle Brands
CJ OnStyle is set to significantly expand its K-lifestyle brand acceleration by launching its small and medium-sized brand development program, '2026 CJ OnCubating.'
On March 3, CJ OnStyle announced that it will overhaul the CJ OnCubating program and establish a dedicated fund to strengthen its investment base, aiming to discover and nurture brands with high global growth potential.
Launched in April 2023, CJ OnCubating (ONCUBATING) is a brand development program that goes beyond supporting market entry for promising brands in the beauty and wellness sectors. It provides integrated support across planning, production, marketing, global distribution, and investment. As of last year, the program had discovered a total of 49 brands, with cumulative transaction volume surpassing 53 billion won. It also won the Minister of SMEs and Startups Award for two consecutive years in 2024 and 2025.
Starting this year, the program has been upgraded to a 'K-lifestyle brand accelerator' model. In particular, CJ OnStyle is ramping up its partnership with Cosmecca Korea, a global cosmetics ODM company with which it signed a business agreement last year. The company has also launched the 'CJ OnCubating K-Lifestyle Fund' with a scale of 11 billion won, establishing an investment structure that covers the entire value chain from product planning to global distribution.
Selected brands will receive up to 1 billion won in funding, including fund investments and government matching funds such as TIPS. Along with initial funding support, the company plans to accelerate the scaling up process by simultaneously providing resources for product planning, content creation, and channel management capabilities.
Partnerships for global expansion have also been broadened. CJ OnStyle has built a cooperative system with partners such as 'Amazon Korea,' U.S. beauty platform Ulta Beauty, Walmart entry partner 'Landing International,' and 'Startup Junkie.' Selected brands will gain opportunities to enter not only North American online and offline distribution networks, but also Asian and European markets. Global strategy consulting will also be provided to help brands establish a foothold in local distribution structures.
Additionally, a new 'company building' program has been launched to discover individual planners (BMs). Influencers, brand managers, and early-stage entrepreneurs will be selected and nurtured from the brand planning stage. The goal is to foster both brands and talent to enhance the brand portfolio's competitiveness over the medium to long term.
Applications for the 2026 CJ OnCubating program can be submitted via the official website until the 13th. Afterwards, comprehensive evaluations of product competitiveness, channel suitability, and global expansion potential will be conducted, with final selections scheduled for April.
A CJ OnStyle representative stated, "CJ OnCubating is not just a program for supporting market entry; it is an advanced acceleration model that co-designs every stage, from planning and content to global distribution and investment. Based on our proven results and investment foundation, we will actively scale up the global expansion of K-lifestyle brands."
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