– Participate in a platform dedicated to reconciliation and support for small and medium-sized enterprises⋯Connecting overseas buyers and brands
– 10 companies including Isntree, Needly, and Makeprem participated in the beauty platform
Hwahae Global (Respective Representatives Woong Lee and Kyungil Kim), which operates the beauty platform Hwahae, announced on the 13th that it participated as a dedicated platform for supporting small and medium-sized enterprises in the '2025 Cosmo Beauty Seoul X K-Beauty Festa' held at COEX in Seoul from the 28th to the 30th of last month.
Cosmo Beauty Seoul is Korea’s first cosmetics and beauty industry trade show that began in 1987. Supported by the Ministry of SMEs and Startups, organized by the Korea International Exhibition, and sponsored by the Ministry of Food and Drug Safety, this event was attended by over 160 overseas buyers, including global big buyers such as Sephora and Unilever, and recorded the largest scale ever, with 12,000 domestic and foreign creators and general visitors.
At this event, Hwahae operated the ‘Beauty Platform Hall’ and helped expand contact points with overseas markets by having 10 companies participate, including ▲Needly ▲Live M ▲Make Prem ▲B Lab ▲Sean Lee ▲Skin & Lab ▲Esch ▲ELT ▲Isntree ▲Hapacristin (in alphabetical order). In particular, it played a practical role as a bridgehead by successfully conducting business meetings with key promising buyers, including the Vice President of Sephora USA.
In addition, Hwahae exhibited 22 brands that had won awards or were ranked high among the brands that were not able to participate in the booth, introducing them to global buyers, influencers, and general visitors. Over 700 global creators who visited the site experienced the products at the booth, created content based on them, and contributed to promoting K-beauty brands on their own social media (SNS) channels.
Kim Kyung-il, CEO of Hwahae Global, said, “This event was meaningful in that it showed that Hwahae is evolving beyond a review platform into a global beauty platform that provides practical support for the overseas expansion of small and medium-sized brands.” He added, “We will continue to strengthen our role as a platform that encompasses the entire K-beauty ecosystem, from data-based brand discovery to support for global expansion.”
Meanwhile, Hwahae is the largest beauty platform in Korea with 12 million users, 9.3 million cumulative reviews, and 380,000 cosmetic information items. It surpassed 260,000 monthly active users (MAU) in just 6 months since its global web launch, and plans to connect K-beauty brands and buyers and support distribution channel expansion through the launch of a global influencer marketing service and expansion of B2B business in the future.
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