Zigzag Emerges as Key Beauty Platform, Transactions Up 137% Last Year

Kakao Style's fashion commerce platform, Zigzag, is garnering attention for its explosive growth in the beauty market. Last year, transaction volume in the beauty category surged by 137% compared to the previous year, achieving an all-time high. Since the launch of its dedicated beauty section, 'JikJjaek Beauty,' in April 2022, Zigzag has rapidly expanded its presence in the beauty market. Along with a 106% increase in transaction count, first-time buyers and average transaction value also showed double-digit growth rates. Particularly noteworthy is the successful expansion of its customer base. Transaction volume increased by triple digits across all age groups, from teenagers to those in their 40s and above, with teenage customers' transaction volume recording an astonishing growth rate of 243%. This suggests that Zigzag has successfully broadened its customer base beyond its existing primary consumer group of those in their 20s and 30s, to include teenagers. The background to this growth lies in a wide range of brand partnerships and differentiated product strategies. Currently, 'JikJjaek Beauty' features approximately 2,400 brands, with 840 new brands joining last year alone. Furthermore, Zigzag has launched 'JikJjaek Pick,' exclusive planned products developed in collaboration with brands, which have received great acclaim. 'JikJjaek Pick' accounts for about 20% of the total beauty transaction volume, with brand-influencer collaboration products particularly driving high popularity. A Kakao Style official emphasized that Zigzag continues to achieve high growth even amidst fierce competition in the beauty market, based on its unique products and technological capabilities. Moving forward, Zigzag plans to expand 'JikJjaek Pick' and exclusive pre-launched products, actively utilize AI-based personalized recommendation technology and its fast delivery service 'Jikjin Bae-song' to enhance customer convenience, and continuously strengthen its beauty category capabilities. Through such quantitative and qualitative growth, Zigzag plans to further solidify its influence within the beauty market.