Hwahae Beauty Awards, Cornerstone of K-Beauty Indie Brand Growth

Birdview, which operates the beauty platform Hwahae, has quantitatively proven the powerful effect of its ‘Hwahae Award Emblem’ on brand growth. It revealed that 72% of brands that utilized the emblem in their marketing recorded an astonishing average sales growth rate of 105%. This emblem is a certification mark granted to products that have won the ‘Hwahae Award’, selected annually based on over 9 million real user reviews and rating data. Brands have utilized this emblem on product packages, detailed pages, etc., to effectively promote product quality and increase awareness among domestic and international consumers. The results of analyzing the sales of 225 brands that used the emblem from 2018 to 2023 are even more encouraging. In particular, 78% of emerging brands with annual sales of less than 5 billion KRW achieved explosive growth of 165% on average, and 78% of brands with less than 10 billion KRW also showed an average growth of 160%. Brands with less than 30 billion KRW also grew by an average of 132% for 79% of them, proving that the emblem is a powerful business growth tool regardless of brand size. Kim Kyung-il, CEO of Birdview, emphasized, "We have confirmed that the Hwahae Award Emblem is an effective tool for driving brand growth," and stated that Hwahae will continue to faithfully serve as a bridge connecting brands and consumers, striving to foster a healthy K-beauty ecosystem. Hwahae is comprehensively supporting the growth of K-beauty brands and assisting their entry into the global market through initiatives such as brand boosting programs and the launch of a global web version.