Coupang, a leading South Korean e-commerce company, has rebranded its one-day delivery service for premium beauty products as R.LUX, introducing a dedicated app to enhance the user experience. Originally launched as Rocket Luxury in July 2023 to expand into the premium beauty market, the service was renamed R.LUX to improve the shopping experience and establish a more distinct identity. The platform offers enhanced features like product categorization, detailed descriptions, and high-quality visual content, including videos and photos created in collaboration with luxury brands. Through R.LUX, Coupang procures beauty products from top brands in advance and stores them at its nationwide logistics centers, enabling one-day delivery upon purchase. This service caters to customers who prefer ordering premium beauty products from home instead of visiting department stores due to authenticity concerns. With over 20 luxury brands available, including SK-II, Estee Lauder, and Sulwhasoo, R.LUX aims to expand its offerings further while ensuring all purchases are delivered in luxurious custom packaging. Customers also benefit from a dedicated service center exclusively for R.LUX users, providing a seamless shopping experience.