R.LUX by Coupang
Shipped · iF Award
Dedicated luxury storefronts
with Coupang’s 24-hour delivery
I led the design org on R.LUX from initial framing through nationwide launch. We built a dedicated luxury beauty store inside Coupang where each brand runs its own flagship.
- My role
- Led product direction, UX, information architecture, content and brand from start to launch.
- Partners
- My product design, research, content and brand teams, alongside R.LUX product management and engineering.
- Outcome
- Shipped nationwide in South Korea. Won an iF Design Award in User Experience.
Luxury beauty with
next-day delivery
USER EXPERIENCE
Product strategy
Giving every luxury house its own flagship
The problem
Standard catalog grids looked wrong for luxury brands
Coupang could already stock luxury beauty, but a standard marketplace grid looked wrong to prestige brands and shoppers.
What we changed
Brand-controlled storefronts on standard checkout
We gave each house control over typography, photography and editorial layout while keeping search, recommendations and checkout familiar.
What shipped
Brand flagships with 24-hour delivery
Dedicated brand storefronts, certified authenticity and gifting, all running on Coupang’s nationwide 24-hour delivery.
How it works
Custom brand storefronts
on one checkout flow
Each house sets its own typography, imagery and editorial layout, while product pages, cart and checkout work the same way everywhere.
Storefront design
Flexible templates let each brand art-direct its own storefront.
Authenticity & discovery
Brand-certified inventory and product recommendations sit directly on the storefront and detail pages.
Gifting & delivery
Gifting and next-day delivery are built into checkout.
Four live brand storefronts from our public iF Design Award submission.
Prototype walkthrough
Interactive app prototypes · Press play to preview
01 · Entry
Opening the R.LUX store inside Coupang.
02 · Browse
Moving from search and category browse into product pages.
03 · Select
Reviewing brand campaigns, comparing shades and adding to bag.
Launch scope
Shipped nationwide across South Korea
Luxury beauty houses
live at launch
Nationwide delivery
across R.LUX orders
Public sources: Coupang launch announcement ↗ and iF project record ↗.
External recognition
2025 iF Design Award
in User Experience
The iF award went to the shipped product built by the Coupang team. My job was leading the group end to end across brand, UX and launch execution.
View the iF project record ↗Scope and award details come from public sources. Product execution is credited to the Coupang design team.
R.LUX fashion prototype in motion
Internal interaction prototype · Screen recording
Photo search to AI fitting room
Searching from a street-style photo, browsing matching R.LUX pieces and trying the look on in an AI fitting room.