K-beauty platform hwahae global site reaches 100,000 users in 2 months

It also plans to launch a Japanese version of the site this year.

Korean beauty platform hwahae’s global website has surpassed 100,000 monthly active users (MAU) just two months after its launch in November 2024.

The English-language platform was introduced to meet growing international demand for K-beauty and has quickly gained traction, with over 80% of users based in the U.S., followed by Japan and Singapore.

The site features category-based rankings, Hwahae Awards, cosmetic ingredient insights, and user reviews translated into English. It provides data on over 370,000 cosmetics and 9 million reviews, using large language models (LLMs) for accuracy. The ranking page, driven by real user feedback, is the most visited section.

In Q1 2025, Hwahae plans to launch a Japanese version of the site and partner with global influencers to promote Korean beauty brands internationally. It also aims to expand into the global B2B distribution market, supporting brands with marketing and distribution solutions.

"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,” said Woong Lee, CEO of hwahae. “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.”