YESSTYLE
DRIVING THE ASIAN BEAUTY BOOM THROUGH E-COMMERCE
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ince it was established in 2006, YesStyle.com has been the leading online retailer for Asian brands worldwide. YesStyle is the first online retailer to globally distribute a wide range of Asian fashion and beauty products, and its sophisticated e-commerce platform is trusted by millions of clients around the world. “Whilst many ecommerce companies in Hong Kong serve customers locally, YesStyle specialises in marketing and selling fashion and beauty products to customers globally. Most of our customers are located in overseas countries such as the USA, UK, Australia, Canada, France, Germany and Spain,” said Joshua Lau, Founder and CEO of YesStyle.com. Unique platform, peerless service Over the past decade, YesStyle has been an invaluable partner for a great number of premium beauty brands. The platform promotes quality products from brands including COSRX, PURITO, MIZON, SOME BY MI, chuu and Dear Klairs, among others. At present, it is an authorised retailer of over 250 Korean cosmetic brands. “A big proportion of our customers are typically into Asian beauty, especially Korean beauty products; whilst others are interested in trendy fashion items, for example, outfits inspired by K-pop artists. Our customers come from all around the world. 93% of our customers are female, and over 70% of them are Millennials and Gen Z consumers” Lau explained.
46 HONG KONG BUSINESS ANNUAL 2021
YesStyle’s offerings are not limited to beauty and cosmetic products. The platform features a wide selection of everything from beauty products, to casual or chic fashion for women and men, to home accessories, decorations, gadgets, lifestyle items, outdoor equipment, travel goods, pet supplies and more. A key driver behind YesStyle’s success is its innovative way of bringing new products to its customers. For instance, it launched the first K-Beauty advent calendar three years ago, capitalising on the success of similar products in the West. Beauty advent calendars have been a trend in the U.S. and Europe for quite some time, but the trend has never really reached Asian companies before YesStyle.com made it available on its platform. “Back in 2018, we saw the opportunity to leverage our presence as our customers’ go-to retailer for K-beauty products and the fact that most of them are from the US and Europe, and launched the first ever multi-brand advent calendar that was fully dedicated to K-beauty products on the market,” Lau shared. “Our advent calendar was immediately very well-received among not just our customers, but also our brand partners. Many of them find the idea very novel since they have not seen anything similar in South Korea before. We launched the K-beauty advent calendar with the purposes of strengthening our image as a beauty retailer, to attract more traffic, and to give more exposure to the products of our brand partners in the international market through KOL and
