– Provides a personalized product search and purchasing experience based on over 9.6 million reviews and ratings.
"Only Reconciliation" discovers and highlights emerging brands, increasing purchase conversion rates by more than three times.
– Expanding the success stories of brands that grew through reconciliation, such as Roundlab and Torridon.
Hwahae Global Co., Ltd. (Respective CEOs Woong Lee and Kyungil Kim), which operates the beauty platform Hwahae, announced on the 7th that Hwahae Shopping's cumulative transaction amount exceeded 200 billion won.
Hwahae Shopping is a commerce platform based on cosmetics ingredient and review data. It offers personalized product search and purchasing experiences based on over 9.6 million reviews and ratings, and currently sells over 20,000 products from over 1,300 brands.
In particular, Hwahae Shopping is discovering and highlighting emerging brands through its exclusive "only Hwahae" program, supporting their growth. Only Hwahae is selected through a combination of review and rating data and evaluations by a group of in-house cosmetics experts. Compared to standard products, only Hwahae boasts a conversion rate more than three times higher and a repeat purchase rate of 89%.
There's a steady increase in beauty brands leveraging Hwahae's vast data to create winning formulas. Derma haircare brand FROM LABS surpassed 42,000 favorited users within just four months of launching on Hwahae, amassing over 1,000 cumulative reviews and a 4.65 rating. Derma cosmetics brand Odeloi also demonstrated rapid growth, ranking first in the pore category in the skincare (cream) category of the 2025 Hwahae First Half Efficacy and Effectiveness Awards.
Hwahae is strengthening its role as a brand acceleration platform, building on the success stories of brands that have grown alongside Hwahae, including Roundlab, Toriden, Anua, and Sean Lee. Hwahae plans to continue diversifying its consumer touchpoints to support the establishment of promising brands in both domestic and international markets.
A representative from Hwahae Global said, “We are pleased that Hwahae Shopping, which is celebrating its 8th anniversary this year, has grown through consumer trust,” and added, “We will continue to develop it into a platform loved by both consumers and brands by connecting data and commerce.”
Meanwhile, Hwahae introduced an integrated commerce management solution to Hwahae Shopping in July to improve the operational efficiency of its participating brands, and in August, it launched the "Beauty Edit Shop" service, an influencer affiliate program that allows influencers to promote beauty products and earn rewards, creating a beauty ecosystem where brands and consumers are organically connected.
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