Hwahae Accelerates Entry into China with Its Own Brand 'Hwahae Essential'

Launched Through China's Commerce Platform Tmall Global

Birdview announced on the 4th that the beauty platform 'Hwahae' will actively advance its own brand 'Hwahae Essential' into China, targeting the March 8th, one of China's three major shopping events.

Hwahae Essential is a brand that reflects the opinions of domestic consumers, who have high standards and extensive experience with beauty products, from the ingredient development stage to package design. Following the launch of a toner in January, serum and cream were introduced on the domestic Hwahae app in February. In particular, the toner product was developed based on survey and evaluation data from 3,178 Hwahae users.

Hwahae will officially launch this product on Tmall Global, China's largest commerce platform. Previously, Hwahae opened the Hwahae flagship store on Tmall Global in October 2021, providing a channel for indie brands to enter the Chinese market. As a result of gradually expanding its influence in the Chinese market, Hwahae's overseas business division sales in January grew by 38% compared to the same period last year.

CEO Lee Woong said, “Hwahae is promoting high-quality K-beauty products in China through active marketing activities across various B2C official distribution channels in China,” and added, “We will enhance the value of K-beauty by introducing Hwahae Essential, created based on the voices of Korean consumers, to Chinese consumers.”