Hwahae Global (CEOs Woong Lee and Kyungil Kim), which operates the beauty platform 'Hwahae', announced on the 5th that it has surpassed 1 million monthly active users (MAU) in just over a year since launching its global web service.
Since launching its English version of the global web in November 2024, Hwahae has been expanding its accessibility to international users by sequentially adding multilingual services, including Japanese, Chinese, Spanish, and Vietnamese. The global web platform offers approximately 10 million user reviews, including category-specific product rankings and ingredient information, using translation technology based on Large Language Models (LLMs).
With the recent rise in demand among overseas K-beauty consumers seeking actual user reviews of popular Korean products, Hwahae Global Web's user base has been steadily growing. The service's monthly active users are growing by an average of 20%, with an average daily visitor count of approximately 38,000.
The top countries visited were the United States, Japan, China, Vietnam, and Canada, accounting for over 82% of all visitors. The average monthly product views were approximately 400,000, and one in five visitors viewed the product details page, indicating a pattern of usage that leads to actual purchase consideration.
Going forward, Hwahae plans to provide regionally tailored content based on country-specific search data accumulated from the global web, and gradually expand its functionality to support everything from review-based information search to product comparison and selection. Through these efforts, the company aims to support global consumers in making informed purchasing decisions.
Hwahae also plans to strengthen its role in supporting K-beauty brands' growth in the global market by expanding its reach with overseas users through the platform. Lee Woong, CEO of Hwahae Global, stated, "Reaching 1 million global web MAUs is an indicator that overseas consumers' interest in K-beauty is leading to actual information search. Going forward, we will continue to develop into a platform that connects K-beauty brands with global consumers, leveraging review-based data."
In the K-beauty industry, competition is intensifying among digital channels supporting overseas market entry, with review-based platforms and online commerce services targeting global consumers expanding.
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