South Korean beauty platform Hwahae has reached an impressive milestone of 100,000 monthly active users just two months after launching the English version of its website. The new platform is designed to make K-beauty products more accessible to international consumers, reflecting the increasing demand for Korean beauty products in Western markets.
Hwahae’s rapid rise is driven by the growing popularity of Korean skincare, particularly in North America, where it has seen significant uptake. The platform aims to boost the global profile of K-beauty brands that have already garnered popularity in Korea.
Hwahae K-Beauty Platform Surpasses 100,000 Monthly Users Just Two Months After Global Website Debut. This remarkable achievement highlights the strong interest from international users, with over 80% of the platform’s monthly traffic coming from the United States, followed by users in Japan and Singapore.
CEO Woong Lee expressed excitement about the global expansion, stating, “Within just two months of our global web launch, we surpassed 100,000 monthly active users, confirming the strong interest of global users in K-beauty. We aim to make this year the starting point for full-scale global expansion and focus on promoting outstanding Korean beauty brands overseas as the ‘Netflix’ of the K-beauty industry.”
Hwahae K-Beauty Platform Surpasses 100,000 Monthly Users Just Two Months After Global Website Debut is a testament to the platform’s growing reach. The site offers a variety of features, including cosmetic ingredient insights, category-based rankings, and AI-driven skincare recommendations. It also boasts over nine million consumer reviews, making it a trusted resource for potential buyers.
One of the site’s standout features is the Hwahae Awards, which honor top beauty products based on consumer votes. This allows users to make informed purchasing decisions and find the best-rated products.
As part of its global expansion strategy, Hwahae plans to roll out a Japanese version of its website in the near future, helping to tap into the growing interest in K-beauty across Asia.
The rise of K-beauty has been closely linked to social media trends, with platforms like TikTok fueling the demand. Searches with the hashtag #kbeautymakeup, for instance, saw an 85% year-over-year increase. This surge in Western consumer interest has driven further partnerships and collaborations, such as the recent tie-up between Kolmar Korea and Amazon, as well as 5WPR’s efforts to expand its K-beauty team to better serve brands entering the competitive US market. These efforts are helping K-beauty brands build visibility, foster consumer trust, and ultimately drive sales growth internationally.
