The beauty platform Hwahae announced that its global website has surpassed 100,000 monthly active users (MAU) two months after its launch in November 2024.
By country, over 80% of users are based in the United States, followed by Japan and Singapore.
Woong Lee, CEO of Hwahae, commented,
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’.”
The global website offers key features popular among Korean users, including category-based rankings, the Hwahae Awards, cosmetic ingredient insights, and authentic consumer reviews, all translated into English.
The global website was launched to enhance accessibility for global users with an interest in K-beauty.
Hwahae is also set to expand into the global B2B distribution sector within the year, supporting the growth of K-beauty brands by enhancing their international visibility and providing comprehensive support across marketing, distribution, and other areas.
In Q1 2025, Hwahae plans to launch a Japanese version of its global website and introduce a marketing solution in collaboration with global influencers during the first half of the year.
These initiatives aim to help Korean beauty brands effectively promote themselves on the international stage.
By country, over 80% of users are based in the United States, followed by Japan and Singapore.
Woong Lee, CEO of Hwahae, commented,
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’.”
The global website offers key features popular among Korean users, including category-based rankings, the Hwahae Awards, cosmetic ingredient insights, and authentic consumer reviews, all translated into English.
The global website was launched to enhance accessibility for global users with an interest in K-beauty.
Hwahae is also set to expand into the global B2B distribution sector within the year, supporting the growth of K-beauty brands by enhancing their international visibility and providing comprehensive support across marketing, distribution, and other areas.
In Q1 2025, Hwahae plans to launch a Japanese version of its global website and introduce a marketing solution in collaboration with global influencers during the first half of the year.
These initiatives aim to help Korean beauty brands effectively promote themselves on the international stage.
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