CJ Onstyle announced on the 21st that it has selected a total of 25 companies as the 4th cohort brand of its nurturing program 'CJ Oncubating', which supports the growth of domestic health and beauty (H&B) brands.
The 4th cohort of CJ Oncubating recorded the highest competition rate to date, with over 240 corporations applying, more than double compared to the previous year. CJ Onstyle explained that it evaluated the product competitiveness, brand growth potential, and channel suitability comprehensively to maximize synergy with its strategy of 'IP (intellectual property) universe' centered on mobile live commerce (real-time broadcast sales).
The selected 25 companies are composed of 15 in the beauty sector, 8 in the health supplements sector, and 2 in the food sector. Notably, this 4th cohort introduced a 'celeb-influencer selection,' with several well-known brands participating, including Lee Sae-bae (TwoSlashFour), Ha Ji-won (Pouch24), Choi Si-won (LoginYourDay), Office Worker A (MiChai), Shim Eutdeum (KkobakKkobap), Lee Jong-min (Dr. Bell), and Verver (Verver).
Starting from the 4th cohort of CJ Oncubating, CJ Onstyle plans to jointly operate with the Seoul Creative Economy Innovation Center to provide specialized support for overall corporate management. To this end, it has established a systematic nurturing environment in collaboration with 14 partner companies in areas such as manufacturing, logistics, and investment.
From May, it will begin to create synergy with the selected brands. Products will be showcased through popular mobile live commerce programs such as 'Get It Beauty' and 'Life with Beauties.' Additionally, it will promote brand expansion through joint purchases linked with celebrities and influencers, as well as collaborations with partner companies covering manufacturing, marketing, and global expansion. A 'value-up program' will also be newly established for brands with good sales performance, considering direct investment reviews and overseas expansion.
A CJ Onstyle official noted, 'We will not spare any support to ensure that promising small and medium brands with excellent product quality can succeed in overseas markets as well as domestically.'