Birdview Co., Ltd. (Respective CEOs Woong Lee and Kyungil Kim), which operates the beauty platform Hwahae, participated as a speaker at the '2025 K-Beauty Global Insight Conference' hosted by the Ministry of SMEs and Startups and organized by the Korea SMEs and Startups Agency, and presented on the 'Know-smetics' trend, which has emerged as a key word in the global beauty market.
This conference was held to strengthen the marketing capabilities of domestic small and medium-sized beauty brands and effectively support their global expansion. Key industry executives from companies such as Korea Kolmar, Olive Young, and Mintel Korea appeared as speakers. This event was held both online and offline, and attracted a lot of attention with approximately 400 on-site attendees and a peak of 427 concurrent viewers for the online live broadcast.
Team Leader Taehee Kim of the Management Strategy Team took the podium at the first session of the conference, which discussed ‘K-Beauty Manufacturing Trends and Branding Strategies,’ with the topic ‘Know-smetics Universe: Global Expansion of K-Beauty Driven by Ingredient Knowledge Consumers.’ ‘Know-smetics’ is a combination of the words ‘knowledge’ and ‘cosmetics,’ and refers to consumers who choose products based on their understanding of ingredients.
At this event, Hwahae shared insights on the background of the rise of the ingredient-focused consumer base and market trends, as well as the global expandability of K-beauty. In particular, it divided the consumer purchasing process into ▲interest ▲effect confirmation ▲ingredient confirmation ▲product selection, and disclosed Know-smetics’ purchasing journey data by stage. In addition, based on 9 million cumulative review and rating data, it shared successful cases of ingredient marketing and presented branding strategies and implementation plans targeting overseas markets.
Kim Kyung-il, CEO of Birdview, said, “This conference was a meaningful opportunity for key figures in the K-beauty industry to gather in one place and discuss global expansion strategies for small and medium-sized beauty brands.” He added, “We will continue to work to strengthen the global competitiveness of K-beauty through the data and insights that Hwahae possesses.”
Meanwhile, Hwahae has been helping K-beauty brands enter the global market by launching English and Japanese versions of its global web, which implements core functions such as cosmetic ingredient information and review topics, in line with the trend of ingredient-centered consumption spreading, as domestic real-user reviews and rankings have been consistently cited in overseas TikTok K-beauty product introduction content in recent years, leading to an increase in global traffic. In addition, last month, it recruited Chief Global Officer (CGO) Si-wook Jeong, who led the global business at a large domestic beauty company, and plans to accelerate the joint growth of K-beauty and Hwahae.
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