– Analysis of 9.7 million user reviews and ratings… A total of 647 products won awards.
– From trending products to up-and-coming brands, a wide range of awards were given based on reviews from influencers and celebrities.
Hwahae Global Co., Ltd. (Respective CEOs Woong Lee and Kyungil Kim), which operates the beauty platform Hwahae, held the '2025 Second Half Hwahae Awards' and announced the winning products in 7 award categories, including 'Next Beauty' and 'Rising Trend', on the 19th.
The "Hwahae Awards" is a leading K-beauty awards ceremony, selecting outstanding products based on data from over 410,000 products and over 9.7 million consumer reviews and ratings. Winners are selected through a rigorous verification process, including applying proprietary algorithms to identify abusive patterns in review data and directly reviewing manipulated reviews.
This year's awards were held in seven categories: ▲Best New Product ▲Efficacy/Effectiveness ▲Vegan ▲Next Beauty ▲Rising Trend, which reflect data collected from May to October, and ▲Hall of Fame ▲Beauty Awards, which selects products that have received consistent love throughout the year, and 647 products received awards.
The Hall of Fame includes eight products that have won first place three or more times in the Hwahae category, including Dalba's "White Truffle First Spray Serum" and Medi-Peel's "Red Lacto Collagen Wrapping Mask." The Beauty Awards honor 414 products recognized for their superior product quality across various categories, including Anua's "PDRN Hyaluronic Acid Capsule 100 Serum," Refield's "Cytokine Eyelash Dual Ampoule," and Fromlabs' "Protein Adsorption Treatment."
The Best New Product Award went to 55 products, including Bonamedusa's "Orange Skin Delete (Original)" and Wellage's "Real Hyaluronic Blue 100 Ampoule," which gained popularity after real-life reviews from influencers and celebrities. The Efficacy and Effectiveness Award honored 101 products that excel at improving skin concerns, while the Vegan Award honored nine vegan-certified products that do not use animal testing or animal-derived ingredients.
The growth of emerging brands was also notable. The Next Beauty Awards, which recognizes products that have gained popularity for their superior efficacy and effectiveness among brands registered within the past five years, included 40 products, including TOV's "Galacto CC Cream." The Rising Trend Awards, which spotlight products that have quickly gained attention, included 20 products, including Dermafactory's "Retinal 300ppm Cream."
A representative from Hwahae Global stated, “We have selected excellent products in various categories based on Hwahae’s extensive user reviews and data analysis capabilities,” and added, “We will continue to support the discovery of brands with great potential so that new success stories can emerge in the K-beauty market.”
Meanwhile, products that won the 2025 Reconciliation Award in the second half of the year can be viewed on the Reconciliation App and the Reconciliation Global Website, which is available in English, Japanese, Chinese, and Vietnamese, and can be enjoyed with various benefits at the large-scale discount event, 'Reconciliation Week', held early next month.
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