R.Lux, the luxury beauty service under e-commerce giant Coupang, has named actress Kim Go-eun as its first brand ambassador, the company announced Friday, expanding its presence in the high-end beauty market.
The newly launched campaign, “New Rule. New Luxury,” highlights the brand's core identity -- which it describes as fast, curated and anywhere -- underscoring its commitment to speed, exclusivity, and accessibility in luxury beauty shopping.
“Kim Go-eun’s elegance and global recognition make her the perfect ambassador for R.LUX,” a company official said. “Her refined yet modern image aligns seamlessly with our brand’s identity, and we are confident that this collaboration will elevate our presence in the luxury beauty market.”
Kim, internationally recognized for her roles in "Little Women" and "Guardian: The Great and Lonely God," recently won best actress at the Blue Dragon Film Awards and the Baeksang Arts Awards. Her partnership with R.Lux is expected to further solidify the brand’s position in the luxury beauty industry, the company said.
The “New Rule. New Luxury” campaign features a series of videos and visuals showcasing the R.Lux shopping experience. Launched Friday, the campaign is being promoted through major outdoor billboards across Seoul, including Gangnam and Myeong-dong.
The campaign’s omnibus-style commercial offers a visually compelling take on R.Lux’s unique approach to luxury beauty shopping. The brand name itself -- R.Lux -- a portmanteau of “Rocket” from Coupang's Rocket Delivery service and “Luxury,” reflects its ability to provide authentic luxury beauty products through a carefully curated selection with fast delivery options, catering to modern consumers who seek convenience without compromising exclusivity.
R.Lux has expanded its digital presence with the release of its Android app, now available on Google Play. Previously accessible only on iOS, the app’s expansion is part of R.LUX’s efforts to enhance accessibility and reach a broader audience.
“We will continue to take an innovative approach to luxury beauty retail, offering premium brand partnerships and high-quality content through our dedicated platform,” a company official added.
By Park Li-na (linapark@heraldcorp.com)
