hwahae’s Global Platform Exceeds 100,000 Monthly Active Users in Two Months “`

756d8c4dce53e671be0ad2337998e7cc 3 K-beauty platform hwahae Surpasses 100,000 MAU Two Months After Global Website Launch
  • The U.S. accounts for over 80% of its user base, with the ranking page showing the highest user engagement.
  • A Japanese version is slated for release in Q1 2025, solidifying its position as a key connector between K-beauty brands and a global audience.

SEOUL, South Korea, Jan. 17, 2025 — Birdview Co., Ltd. (Co-CEOs: Woong Lee and Kyungil Kim), the operator of the beauty platform hwahae, reported that its global website has exceeded 100,000 monthly active users (MAU) only two months after its November 2024 launch.

K-beauty platform hwahae Surpasses 100,000 MAU Two Months After Global Website Launch

hwahae launched its English website in November 2024 to improve global access, capitalizing on the rising international interest in K-beauty. Since its launch, the platform has shown rapid growth, exceeding 100,000 MAU. Over 80% of its users are located in the United States, followed by Japan and Singapore.

The global site features popular functions from its Korean version, including category-based rankings, the hwahae Awards, cosmetic ingredient information, and genuine user reviews, all translated into English. The platform offers data on over 370,000 cosmetics and 9 million user reviews, using large language models (LLMs) to provide comprehensive and reliable information.

According to Hwahae, the ranking page sees the most user engagement, indicating its popularity. hwahae’s rankings, based on actual user reviews, are considered a highly trusted resource for Korean consumers purchasing beauty products, and are now accessible to a global audience.

In Q1 2025, hwahae intends to introduce a Japanese version of its global website and will launch a marketing initiative with global influencers in the first half of the year. These initiatives aim to assist Korean beauty brands in promoting themselves effectively internationally.

Moreover, hwahae plans to expand into the global B2B distribution sector this year, furthering the growth of K-beauty brands by increasing their international exposure and providing comprehensive support across marketing, distribution, and other areas.

“Within just two months of our global web launch, we surpassed 100,000 monthly active users, demonstrating significant global interest in K-beauty. We aim to make this year the beginning of our full-scale global expansion and focus on promoting exceptional Korean beauty brands internationally as the ‘Netflix of the K-beauty industry,’” stated Woong Lee, CEO of hwahae.

SOURCE hwahae

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