How could the rise of quick-commerce delivery apps affect TikTok's role in the beauty market?
TikTok may need to adapt its strategy as delivery apps challenge beauty retailers The emergence of delivery apps like Baemin and Coupang Eats, which offer rapid delivery and low prices, is intensifying competition in the Korean beauty sector. This competitive pressure forces established retailers like Olive Young to reassess how they channel customer demand. Since platforms like TikTok are known to leverage viral trends to drive market growth for beauty retailers, the shift toward speed and price sensitivity may require TikTok to adjust its content strategy or partnership models to remain relevant in this new quick-commerce landscape.
- Effect
- Mild negative
- How direct
- Brind's reasoning
- When
- Within weeks
- The story
- Still developing
How it reaches TikTok
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Delivery applications are emerging as a competitive force against Olive Young in the beauty sector of Korea. Baemin launched Off Beauty, a warehouse-style outlet that delivers products in about half an hour from 30 stores. Off Beauty keeps prices low by purchasing surplus and near-expiry products directly from manufacturers, and it also operates through a partnership with Coupang Eats.
The full event1independent outlet -
Olive Young's market presence is functionally linked to platforms like TikTok, which leverages viral trends to drive market growth. As Olive Young faces competitive pressure from delivery apps that prioritize speed and low cost, its ability to channel customers through trend-based platforms must adapt to meet the new demands of the quick-commerce environment.
No report states this step directly. Brind drew it from the reporting on each side of it, so treat it as an informed guess.
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video-focused social media platform
Everything about TikTok
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The facts so far
As reported. Each one links to where it comes from.
- Baemin and Coupang Eats deliver to customers’ doorsteps in about 30 minutes and outpace CJ Olive Young on speed.koreaherald.com
- Off Beauty keeps prices low by buying surplus stock, pre-redesign packaging and near-expiry products directly from manufacturers.koreaherald.com
- Cosmetics have become a core category that pulls in customers across all kinds of platforms, and competitiveness will hinge on how well each platform channels its customers and strengths into beauty spending.koreaherald.com
Why it matters
The beauty retail market in Korea is highly competitive, with Olive Young claiming a record 21.5 percent share of the online and offline market in the first half of the year. The entry of quick-commerce players like Baemin and Coupang Eats, who are fusing beauty with their core delivery strengths, forces all platforms—including social media channels—to fundamentally change how they engage consumers to maintain market share.
This shift is not limited to beauty; the reports note that cosmetics have become a core category pulling customers across all platforms. The competition is expanding to include other challengers like Market Kurly and Daiso, meaning that platforms like TikTok must prove their value not just through viral trends, but by integrating speed and price into their consumer funnel.
What we don't know yet
- Will TikTok integrate direct quick-commerce delivery options to compete with Baemin and Coupang Eats?
- How will Olive Young adjust its reliance on viral trends if consumers prioritize speed and price over curated guidance?
What would change this answer
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Reporting
- koreaherald.com12 hours ago
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