Launched in late September, Shopee Premium is a dedicated platform to provide consumers with direct access to authentic premium products.

The platform currently hosts around 20 beauty brand such as Sulwhasoo, L’Occitane, Foreo.

Shopee Premium follows the launch of Shopee Mall, which currently has more than 18,000 brands across multiple categories.

“With 70% more new brands opening official stores on Shopee Mall in 2020, we felt that it was timely to carve out a more differentiated platform for premium brands, given the untapped potential of existing users who were already searching for authentic premium products online,”​ said Ian Ho, regional managing director, Shopee.

In particular, the firm has observed a strong demand for premium beauty products on the platform.

“We’ve seen consistently strong demand for beauty products on Shopee, which includes skin care, cosmetics and personal care products. The health and beauty category is one of our top performing categories, where the growth of premium beauty brands has exceeded mass beauty brands,” ​said Ho.

According to a survey conducted by Shopee, over 16,000 respondents from Singapore, Malaysia, Thailand and Vietnam say they choose to shop online for premium products because of the convenience and the ability to easily compare products and prices.

“In this new normal, consumers still want to look and feel good despite staying home more often. We believe that as more consumers in the region turn to e-commerce and trust Shopee to fulfil their daily and lifestyle needs, the demand for authentic premium beauty products will continue to grow as well,” ​said Ho.