Vplatform

What Vplatform does

Vplatform (브이플랫폼) is a South Korean direct-to-consumer e-commerce operator founded in 2021, headquartered at the Jeju National University startup incubation center with a Seoul R&D branch and a Gunpo distribution/returns facility. The company runs a multi-brand beauty and lifestyle storefront at vplatform.kr (with a parallel English-language site at vplatform-en.imweb.me) selling four owned sub-brands — Tender Garden (lifestyle skincare, body care, and home fragrance), BELDORA (functional skincare including PDRN and retinol lines), MuCent (vegan-friendly body and hair care), and VIRGANA (niche perfumery) — across 36+ SKUs in skincare, hand and body care, hair care, home fragrance, and personal fragrance categories. The commerce stack is built on Cafe24-hosted infrastructure and integrates with multiple Korean payment processors (KG INICIS, Naver Pay, KCP, Toss, Smartro, and others) and Hanjin Logistics for fulfillment.

The business model is primarily transactional DTC with subscription/loyalty overlay: revenue is generated through one-time product sales at fixed retail prices ranging from approximately KRW 11,000 to KRW 280,000, augmented by a membership program with tiered benefits, a KRW 5,000 bidirectional referral incentive, and time-limited creator-collaboration drops (e.g., Ameong × Tender Garden, Yongkim × VIRGANA, Sandi × MuCent) that bundle product with influencer co-marketing. Distribution is direct-only — no third-party retail, marketplace, or reseller channels are indicated — and global international shipping is offered to approximately 70 countries without documented international revenue split.

Operationally the company is founder-led, with representative director Seol Hye-jin (설혜진) serving as CEO and a thin public management team (a sales privacy officer and an online-team privacy officer). One early-stage funding event is recorded (June 2022, with MiraKle Lab, SK Securities, and Star Ventures, undisclosed amount). 2024 activity included a September site migration, participation in Korea Sale Festa 2024 (November), and exhibiting at the Global Influencer Expo 2024 (December). No revenue, headcount, or audited financials are disclosed in the source material.

Name

Vplatform

Legal name

(주)브이플랫폼

Website

https://vplatform.kr

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Vplatform is a South Korean direct-to-consumer e-commerce operator founded in 2021 that sells four owned beauty and lifestyle sub-brands (Tender Garden, BELDORA, MuCent, VIRGANA) across skincare, body care, hair care, home fragrance, and niche perfumery to Korean and international consumers through its vplatform.kr storefront.

Ownership category

akta.pro rank

Product category

Beauty & Personal Care (Korean K-Beauty)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Retail-Nonstore Retailers (5960), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

Keywords

• Korean skincare products
• Functional beauty skincare
• Vegan body care
• Niche perfumery
• Home fragrance products

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Vplatform generates revenue through direct online sales of owned-branded beauty and lifestyle products including skincare, hand & body care, hair care, home fragrance, and perfume. Revenue is one-time transaction-based per product sold, with prices ranging from approximately KRW 11,000 to KRW 280,000 per item.
2. Membership Program: The company operates a membership program offering exclusive benefits, discounts, and promotional offers to registered members, driving repeat purchases and customer loyalty.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Vplatform operates a direct-to-consumer e-commerce platform (vplatform.kr) that sells four owned Korean beauty and lifestyle brands — Tender Garden (skincare, body care, home fragrance), BELDORA (functional skincare), MuCent (vegan body and hair care), and VIRGANA (niche perfumery) — featuring 36+ SKUs at price points ranging from KRW 11,000 to KRW 280,000, alongside limited-edition creator collaboration drops. The company supports both member and non-member purchasing with a membership/referral program and ships globally.

Product overview

Vplatform is a Korean beauty and lifestyle e-commerce company operating multiple sub-brands across skincare, body care, hair care, and home fragrance categories. The platform functions as a unified shopping destination combining its own curated brands—Tender Garden (skincare and body care), Beldora (functional skincare with ingredients like PDRN and retinol), MuCent (vegan body and hair care), and Virgana (niche perfumes)—with exclusive creator collaboration products. The V.커머스 platform serves as the core sales channel, offering both individual products and curated gift sets.

Differentiator

Problem solved

Functional benefit

Brands

• тендер가든 (Tender Garden): Skincare, body care, hand care, home fragrance, and lifestyle brand offering products such as body creams, scrubs, toners, diffusers, and gift sets.
• 벨도라 (BELDORA)
• 뮤센트 (Muscent)
• 버가나 (VIRGANA)

Products and services

• Tender Garden (텐더가든) Owned skincare, body care, hand care, and home fragrance brand offering the Skin Renewal line with PDRN Dual Boosting Set, Hydro Vitalizing line for sensitive skin, Morning Breeze hand cream 3-piece gift sets, Cozy Hug perfumed body cream, and The Palace 2L Diffuser Set; targeted at consumers seeking natural-ingredient skincare and sophisticated home fragrance.
• BELDORA (벨도라) Premium functional skincare brand offering the +V9 Progen Activator for skin brightening and smoothing, V9 Progen Ampoule, 299 Prime Retinol line, and Nourishing Toner; targeted at consumers seeking anti-aging and functional skincare benefits.
• MuCent (뮤센트) Vegan-friendly body care and hair care brand including the ABC Vegan Body Wash line (e.g., Mellow Yellow 300ml) and Energy Performance Scalp Shampoo and Hair Treatment set; targeted at consumers seeking vegan-certified body and hair/scalp care.
• VIRGANA (버가나) Niche perfumery brand offering EAU DE PARFUM products including Take Hull (Take-Haul) with woody amber notes and Trigger Point with powdery musk, featuring reversal fragrance characteristics (distinct initial vs. dry-down scent evolution); targeted at consumers seeking distinctive, long-lasting niche personal fragrance.
• V.Commerce (V.커머스) Core e-commerce storefront category featuring exclusive creator/influencer collaboration products and limited-edition drops with influencers (e.g., Yoo Nan-hee × Igne), offered alongside the four owned brands; targeted at consumers seeking exclusive, time-limited creator-curated bundles.

Quantifiable outcome

• Tender Garden Hydro Vitalizing skincare line products reported by customers to provide skin calming and moisturizing relief within short usage periods (e.g., toner pack calming skin redness quickly)
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Cafe24 (카페24)coreTechnology or IntegrationCafe24 provides the core e-commerce infrastructure for Vplatform's online store, including shopping mall hosting services and system maintenance and support. The platform is built on Cafe24's e-commerce CMS.
• Hanjin Logistics (한진택배)coreChannel Partner/ Reseller/ DistributorHanjin Logistics provides logistics and parcel delivery services for Vplatform's product shipments across South Korea.
• KG INICIS (이니시스)coreTechnology or IntegrationKG INICIS (INIPay) provides virtual account and credit card payment processing services as the primary payment gateway for Vplatform's e-commerce transactions.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Granhand: Korean niche fragrance and home scent brand (hand wash, perfume, diffuser, candle) sold through its own boutique and online channels. Directly comparable to VIRGANA perfume and Tender Garden home fragrance lines.

Broad incumbents

• AmorePacific: South Korea's largest beauty conglomerate, parent of LANEIGE, Innisfree, Sulwhasoo, and Etude. Comparable because it sells Korean-formulated skincare, body care, and fragrance through DTC and global channels, though at vastly greater scale and brand breadth than Vplatform.
• LG Household & Health Care: Korean FMCG and beauty conglomerate behind The History of Whoo, O HUI, belif, and Su:m37°. Comparable as a multi-brand Korean personal-care and fragrance house, though operating at significantly larger scale with diverse distribution.
• Innisfree: AmorePacific-owned K-beauty skincare and body-care brand with strong retail presence and ingredient-led positioning. Comparable in product categories (skincare, body care, hair care) but operates a global retail plus DTC model rather than pure online.
• TONYMOLY: Established Korean beauty brand offering skincare, body care, and beauty tools across mid-price points through both retail and DTC. Comparable product breadth across personal care categories to Vplatform's multi-brand portfolio.

Direct peers

• COSRX: Direct-to-consumer K-beauty skincare brand built on functional ingredients (snail mucin, AHA/BHA), originally a small founder-led company that scaled globally via online sales and influencer marketing. Highly comparable business model to Vplatform's sub-brands.
• Beauty of Joseon: Direct-to-consumer K-beauty brand concentrating on heritage-inspired functional skincare (rice, ginseng, propolis). Closely comparable to BELDORA's positioning and to Vplatform's mid-priced functional skincare line.
• TIRTIR: Korean beauty brand that scaled globally through TikTok and creator-driven marketing, with a product mix spanning skincare and complexion. Comparable to Vplatform's reliance on influencer/creator collaborations to drive traffic and conversion.
• Round Lab: Direct-to-consumer Korean skincare brand built on simple ingredient-led formulas (birch juice, pine calming cica) and sold primarily through its own storefront. Comparable mid-priced functional skincare positioning to Vplatform's BELDORA and Tender Garden lines.
• Anua: Direct-to-consumer K-beauty brand centred on heartleaf and gentle formulas, scaled through TikTok virality and creator reviews. Comparable online-first, creator-led brand-building playbook to Vplatform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tender_garden_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vplatform