South Korean e-commerce giant Coupang announced on Wednesday that it has rebranded its one-day delivery service for luxury beauty products as R.LUX, launching a dedicated app to enhance the user experience.
Originally introduced as Rocket Luxury in July 2023 as part of Coupang’s initiative to enter the premium beauty market, the service has now become R.LUX to provide a more refined shopping experience and establish a distinct identity, according to the company.
The R.LUX platform boasts enhanced features such as product categorization, comprehensive descriptions, and high-quality visual content, including videos and images created in partnership with luxury brands. Coupang’s one-day luxury delivery service has been rebranded as R.LUX, aimed at customers seeking convenience and authenticity in their beauty purchases.
Through this service, Coupang procures beauty products from top-tier brands in advance and stores them in its nationwide logistics centers, allowing for same-day delivery once an order is placed. This initiative caters to customers who prefer ordering luxury beauty items online but have typically shopped in department stores due to concerns about authenticity.
More than 20 luxury brands are featured on R.LUX, including SK-II, Rene Furterer, Estee Lauder, Sulwhasoo, Biotherm, and The Whoo, with plans to expand the offerings further. Moreover, all purchases come in elegant custom packaging, elevating the unboxing experience.
Each product available on the platform carries an “authentic product” label, with all merchandise guaranteed by the brands. Customers also have access to an exclusive service center dedicated to R.LUX users. Coupang’s one-day luxury delivery service has been rebranded as R.LUX, highlighting its commitment to quality and service.
“The R.LUX app allows customers to purchase the latest beauty products they’ve been eagerly awaiting and have them delivered quickly and conveniently via Rocket Delivery. Our goal is to create an elegant, convenient shopping experience like never before,” said a Coupang official.
Existing Coupang users can access R.LUX without needing to create a separate account. The app is currently available on Apple’s App Store, with an Android version anticipated later this
