Singapore – South Korea’s cosmetics and personal care company, LG H&H, and regional e-commerce platform, Shopee, have signed a Memorandum of Understanding (MoU) to deepen their partnership in the SEA region, with the aim to scale up LG H&H’s e-commerce business and capture new online buyers.

The MOU is expected to accelerate LG H&H’s growth not only in the premium beauty category but also in the premium personal care category in five key markets, namely Singapore, Malaysia, and Vietnam, as well as Thailand, and Taiwan. It also aims to help LG H&H to be in the Top 10 Brand Principal in the Health & Beauty Category on Shopee. LG H&H brands that already have official stores on Shopee include The Face Shop, belif, and su:m37.

Moreover, under this partnership, both companies will be working together closely to accelerate new user growth by bringing more brands under LG H&H onto Shopee, and identifying new collaboration opportunities in areas such as marketing and exclusive product launches. 

In June 2022, LG H&H officially launched the luxury brand, The History of Whoo, on Shopee Mall and Shopee Premium with their first regional campaign across five markets, which are Singapore, Thailand, Taiwan, and Vietnam, as well as Malaysia. Designed to introduce customers to the secret of Korean Royal Beauty, the campaign featured the brand’s signature skincare range, the ‘Bichup’ product series. A campaign launch video was also created by LG H&H and Shopee Premium to build awareness and educate about the brand heritage through richer storytelling.

Sean Lee, the head of the overseas business division at LG H&H, commented that they are glad to start this new partnership with Shopee as their key priority e-commerce partner in SEA, and they believe that LG H&H and Shopee together, will be able to accelerate the company’s growth with the help of Shopee’s deep insights on the local market landscape, and especially their expertise on using data-driven approaches to understand consumer behaviours on e-commerce. 

“We are proud to have launched our representative luxury brand, The History of Whoo, on Shopee Premium with our first regional campaign. We are glad to receive a warm response from Shopee users, and hope to further our reach to more customers on e-commerce,” said Lee.

Meanwhile, Terence Pang, chief operating officer at Shopee, shared that as the demand for premium health, beauty and personal care products continue to grow on Shopee, they are delighted to deepen their partnership with LG H&H to bring greater variety and value to their shoppers. 

“We aim to support them in expanding their omnichannel presence in Southeast Asia, especially in reaching the emerging generation of digital luxury shoppers through Shopee Premium. Together with LG H&H and many of our brand partners, we look forward to co-creating more exciting, unique and rewarding experiences for our customers in future,” said Pang.