Grip Strengthens Beauty Category, Accelerates Seller Acquisition and Growth

Live commerce app Grip has officially embarked on a full-scale offensive in the beauty market. To maximize the potential of the beauty category, which boasts explosive customer demand, it is simultaneously introducing a seller development program and innovative broadcasting features, thereby solidifying its position. On Grip, the beauty category boasts the highest popularity alongside fashion and food. Especially, in conjunction with the characteristics of live broadcasts that vividly convey product usage and effects in real-time, its transaction volume has recorded astonishing growth rates of 220.5% and 44.6% respectively over the past two years, establishing itself as a core product group. In line with this growth trend, Grip has launched the first cohort of 'High Beauty Club', a strategic program designed to professionally cultivate beauty sellers. Partnering with 'Shortman Lab', a company specializing in short-form content, Grip will execute a unique marketing strategy based on the analysis that 'short-form content attracts customers, and live broadcasts lead to purchase decisions.' Grip's live commerce operational know-how and Shortman Lab's content planning and dissemination capabilities are expected to create synergy. The seven selected first-cohort sellers will grow into live commerce-style beauty influencers through a practical curriculum over three months starting in June, covering short-form content creation, practical live broadcast operation, and personal branding. 'High Beauty Club' will operate regularly and aims to focus on strengthening the expertise of beauty sellers. Furthermore, Grip has also newly launched a beauty filter feature that actively reflects the needs of sellers. These filters can be applied in real-time during broadcasts and offer a total of 12 options for creating natural beauty, such as whitening and skin tone correction. Fine-tuning is possible via a slide mechanism, helping sellers achieve their desired optimal visuals and further enhancing the overall quality of live broadcasts. This is highly significant as it represents an expansion of the platform's functional foundation for high-quality beauty live broadcasts. Kim Tae-soo, CEO of Grip Company, stated, "'High Beauty Club' and the launch of new features are strategic moves to strengthen the branding of beauty sellers and expand their commerce competitiveness." He further expressed his ambition, "Moving forward, we will continue to strengthen our infrastructure to ensure sellers can operate stable commerce by making the beauty category a core growth area for Grip."