Actor Kim Go-eun features in an advertisement campaign of Coupang's luxury beauty platform R.LUX. Courtesy of Coupang

R.LUX, e-commerce giant Coupang's luxury beauty service, has named actor Kim Go-eun as its first brand ambassador, featuring the star in its "New Rule. New Luxury" advertising campaign, the company said Friday.

"Kim aligns with R.LUX's luxury image," a Coupang official said in a press release.

"The collaboration will strengthen public recognition and establish a clear identity as the first luxury beauty vertical service of its kind."

The campaign, which showcases Kim's unique and luxurious style, embodies R.LUX's three distinct identities: "fast, curated and anywhere."

Kim exudes the strength and sophistication of a modern woman who sets new trends with her originality and refined style.

"We chose Kim as our ambassador for her unparalleled acting talent, broad recognition and high public favorability," the official said. "R.LUX recognized the powerful synergy between its pioneering presence in the luxury beauty market and Kim Go-eun's irreplaceable charm, making her the ideal choice as the brand's ambassador."

The campaign debuted across major advertising platforms, including prominent Seoul landmarks and various online channels.

Coupang introduced R.LUX last year in a bid to expand the retailer's presence in the nation's online beauty market. With the launch of its Android version on Friday, the R.LUX app is now available for download on both the Google Play Store and Apple App Store.