Hwahae Surpasses 100,000 Monthly Users Just 2 Months After Global Web Launch

by Kim Chulhyun

Published 17 Jan.2025 10:18(KST)

Over 80% of Users Are from the United States

Birdview, the operator of the beauty platform Hwahae, announced on the 17th that it surpassed 100,000 monthly active users (MAU) just two months after its global web launch.

Hwahae released an English version of its web service last November to expand accessibility for overseas consumers amid growing global interest in K-Beauty. Among users by country, the United States accounted for over 80%, followed by Japan and Singapore.

Hwahae’s global web implements key features primarily used by domestic users in English, including ▲category rankings ▲Hwahae Awards ▲cosmetic ingredient information ▲review topics, and provides data on approximately 370,000 cosmetic products and 9 million real-user reviews utilizing large language models (LLM).

Hwahae Surpasses 100,000 Monthly Users Just 2 Months After Global Web Launch

In particular, global web users were found to spend the most time on the ranking page. Hwahae plans to strengthen its role as a bridge between K-Beauty brands and overseas consumers by providing credible K-Beauty rankings to international users.

Additionally, Hwahae will launch a Japanese version of the global web in the first quarter of this year and introduce marketing services for collaboration between overseas influencers and brands in the first half of the year. Furthermore, it plans to expand into overseas business-to-business (B2B) distribution within the year to support K-Beauty brands’ growth across the entire process, including increasing brand awareness abroad, marketing, and distribution.

Kim Kyung-il, CEO of Birdview, stated, “We will make this year the first year of full-scale global expansion and focus on promoting excellent domestic beauty brands overseas as the ‘Netflix of the K-Beauty industry.’”