Beauty Platform 'Hwahae' Promotes K-Beauty to Overseas Consumers

Official Global Web Launch

Birdview, the operator of the beauty platform Hwahae, announced on the 12th that it has launched an English version of its web service to enhance overseas consumers' accessibility to K-Beauty, supporting the sustainable growth of domestic brands.

With K-Beauty's North American export volume reaching an all-time high in the first half of this year, demand for cosmetic information is also increasing. Traffic from overseas to Hwahae's Korean web and app has more than doubled compared to the previous year.

In response, Hwahae introduced the 'Hwahae Global Web,' which implements key features mainly used by domestic users?such as category rankings, Hwahae Awards, review topics, and cosmetic ingredient information?in English. Approximately 8.8 million real user reviews are also provided in English using large language models (LLM), with plans to expand to a Japanese version next year.

Overseas consumers can discover K-Beauty brands directly through Hwahae Global Web and easily obtain information on customized cosmetics based on skin type and preferred ingredients. In particular, Hwahae Rankings, based on real user reviews, are the most referenced indicator by Korean consumers when purchasing cosmetics and are now available for overseas consumers as well.

Kim Kyung-il, CEO of Hwahae, said, “The newly launched global web will serve as an essential channel for exploring K-Beauty information, centered on the ‘most credible K-Beauty rankings in Korea.’ Just as popular Korean content on Netflix succeeds overseas, we will focus on promoting excellent domestic beauty brands as the ‘Netflix of the K-Beauty world.’”