블리몽키즈
Founded 2019 · 52 employees on LinkedIn · 6 known investors
Vely Monkeys (블리몽키즈) operates a retail platform that helps Korean beauty (K-beauty) brands enter the Indian market, connecting some 1,300 vetted brands from listing through local distribution via a proprietary AI system. It runs the Maccaron (Maccaron.in) K-beauty commerce service and operates an Indian subsidiary that analyzes local regulations and market trends.
Also known as (주)블리몽키즈 · Maccaron · Vely Monkeys · velymonkeys · 마카롱
Investors · 6
Also in the syndicate · 5
Company profile
researched Aug 2026블리몽키즈 (Vely Monkeys) is a Korean company that builds and operates a retail platform for K-beauty brands entering the Indian market. Founded in January 2019 and headquartered in Seoul, it provides a one-stop path covering market entry, regulatory certification, distribution, sales and marketing for Korean cosmetics brands selling in India. The company's own storefront, Maccaron (maccaron.in), launched as an India-focused K-beauty commerce service in 2019, with a mobile app added in January 2021, a community feature in April 2021, a product-testing/reviewer panel (체험단) in June 2021 and cross-border direct purchase in April 2022.
Beyond transactions, Maccaron positions itself as a taste-curation platform: it uses accumulated reviews and a skin-type indicator (MSTI) to recommend products, and builds tag-data-based communities that the company says it intends to extend into offline stores. The platform carries major K-beauty labels including COSRX, Beauty of Joseon (조선미녀), ANUA, Numbuzin, TIRTIR, Clio, Peripera, Missha, A'pieu and Medicube. The company also operates an Indian subsidiary that tracks local regulation and market trends in real time, and it has developed its own AI-based retail system linking brand onboarding to local distribution.
The registry classification for the entity is wholesale of cosmetics and related products, and it is recorded as a certified venture business subject to external audit.
Business model
블리몽키즈 acts as a distribution and market-entry partner for Korean beauty brands targeting India: it signs brands, obtains Indian cosmetics certifications on their behalf, and sells through its own Maccaron storefront plus third-party online channels such as Amazon (where it reached Advanced Seller grade in October 2023). Reporting describes it as a core distribution/총판 partner in India for roughly 60 K-beauty brands, with revenue generated from product sales across these channels.
Traction
Cumulative registered users passed 750,000 with 700,000 MAU as of August 2024, and the company reported reaching 1 million cumulative sign-ups in November 2024; its service page cites 1.05 million MAU, 1.09 million cumulative members and 2.5 million cumulative SKUs sold. Maccaron recorded its first monthly profit in October 2022 and was described as growing roughly threefold annually; investor portfolio material cites 2023 revenue of KRW 11 billion, 2.5x year-on-year growth, and a January 2025 news item reports record revenue of KRW 33 billion from K-beauty exports to India.
Latest developments
In August 2024 the company announced a KRW 12.5 billion Series B round led by Laguna Investment with Quad Ventures, Company K Partners and Smilegate Investment participating, to strengthen Korean beauty brands' entry into India. It reported 1 million cumulative members in November 2024, and a January 2025 news item cites record revenue of KRW 33 billion from exporting K-beauty to India.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positioned by the company as India's leading K-Culture platform and as a core distribution partner for K-beauty brands in India; investor materials describe it as a K-beauty distribution platform centered on India built by a founder with 14 years of India business experience. It was selected as a Baby Unicorn (아기 유니콘) in May 2024.","competitors":"
Differentiators cited include a team with more than 14 years of India business experience, an Indian subsidiary providing real-time regulatory and trend analysis, a proprietary AI retail system spanning onboarding to local distribution, an in-house certification process that shortens Indian cosmetics approvals to about 45 days, and community plus product-testing services that go beyond straight product sales.
Technology
The company has developed a proprietary AI-based retail system that connects brand onboarding through to local distribution in a single flow. On the consumer side, Maccaron applies review data (168,569 cumulative reviews reported) and a Maccaron Skin Type Indicator (MSTI) to personalize product recommendations, and uses tag-based data to form user communities. An in-house system reportedly cut Indian cosmetics certification timelines from over six months to about 45 days (1.5 months), across more than 60 certifications completed.
Go-to-market
Brand-side acquisition through a formal onboarding/vetting process, paired with consumer-side growth via the Maccaron app, community features and a product-testing panel that gives Indian users early access to trending Korean products. Distribution combines the owned storefront with marketplaces including Amazon.
Two sides: Korean beauty brands seeking entry into India (about 1,300 brands associated with the platform, with roughly 380–500 Korean brands purchasable on Maccaron and around 60 under distribution contracts), and Indian consumers buying K-beauty products through the Maccaron app, community and cross-border purchase service.
Geography
Headquartered in Seoul, South Korea (Seocho-gu per registry records; company blog references a Hongdae-area office), with an operating subsidiary in India and sales targeted at Indian consumers via maccaron.in and marketplaces.
History
(주)블리몽키즈 was established in January 2019 and launched the India-focused K-beauty commerce service Maccaron (Maccaron.in) in mid-2019. The Maccaron app was released in January 2021, followed by the community (April 2021) and testing panel (June 2021), and an overseas direct-purchase service in April 2022. The company reached Amazon Advanced Seller status in October 2023, was named a Baby Unicorn in May 2024, closed a KRW 12.5 billion Series B in August 2024, and reported 1 million cumulative users in November 2024.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 12
launches, deals, and filingsNews item cited by investor portfolio page reports KRW 33 billion in revenue, described as the company's largest to date.
블리몽키즈 announced a KRW 12.5 billion Series B led by Laguna Investment, with Quad Ventures, Company K Partners and Smilegate Investment participating; proceeds earmarked for strengthening Korean beauty brands' entry into India.
Registry records list an establishment date of 2019-01-31 with 유승완 as representative and a classification of wholesale of cosmetics and related products.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- 블리몽키즈velymonkeys.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does 블리몽키즈 do?
- Korean retail platform that helps K-beauty brands enter India, operating the Maccaron (maccaron.in) commerce service.
- Who are 블리몽키즈's investors?
- 블리몽키즈's investors include Laguna Investment.