Amorepacific made a $2.7 million investment in DMIL, a beauty content creator network start-up.
WHO: DMIL is a media content firm with a multichannel network managing 250 beauty content creators including YouTubers Jella, Woorin, and Chaeyoung, and working with more than 500 Korean companies. The company also operates the e-commerce platform dVine, and its own brand Hours.
Founded in 1945, Amorepacific has grown to be Korea’s leading beauty company with its portfolio of over 20 cosmetics, personal care, and health care brands. Amorepacific is devoted to meeting the various lifestyles and needs of global consumers around the world: Asia, North America, Europe, Oceania, and the Middle East.
WHY: Amorepacific hopes to use the partnership with dVine to increase the digital marketing of its products and their presence in online stores. Sales generated from online channels accounted for less than 10 percent as of 2019.
IN THEIR OWN WORDS: “From this investment, Amorepacific Group will establish a close partnership with beauty influencer-made contents and in commerce,” Lee Young-jin, the head of Amorepacific New Growth Initiative Division, said.
“In the beauty industry, the partnership between personal media and commerce is creating new opportunities,” DMIL CEO Lee Hun-joo said. “We seek to grow into a vertical media company combining content, commerce and our own brand using the investment.”
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