Hwahae Shopping Hits ₩200 Billion in Cumulative Sales, Driven by Data Commerce Synergy

## Hwahae Shopping Surpasses KRW 200 Billion in Cumulative Transaction Value, Leading the Data-Driven Beauty Market Hwahae Shopping, operated by Hwahae Global, which runs the beauty platform Hwahae, has surpassed a cumulative transaction value of KRW 200 billion, proving its unrivaled presence in the beauty commerce market. This achievement is a result of providing consumers with personalized product discovery and purchasing experiences based on over 9.6 million extensive reviews and rating data. Currently, Hwahae Shopping showcases approximately 20,000 products from over 1,300 brands, boasting a wide spectrum of beauty products. In particular, Hwahae acts as a powerful brand accelerator through its exclusive planned products, 'onlyHwahae,' which discover and support the growth of emerging brands. 'onlyHwahae' products, selected through rigorous evaluation by leveraging review and rating data and an internal expert group, record a purchase conversion rate more than three times higher and a repurchase rate of 89% compared to regular products, establishing themselves as a successful brand incubation model. Notable cases of brands rapidly growing by utilizing Hwahae's unique data are also evident. Derma haircare brand FROM LABS secured over 42,000 user favorites within just four months of entering Hwahae, and derma cosmetic brand Odeloi showed rapid growth, including taking first place in the pore category of the Skincare (Cream) section at the Hwahae Efficacy/Effect Award in the first half of 2025. Following established successful brands such as Round Lab, Torriden, Anua, and Seanly, Hwahae plans to actively support promising brands in settling into domestic and international markets, thereby solidifying its status as a brand acceleration platform. Efforts to diversify consumer touchpoints and strengthen brand support are also ongoing. In July, Hwahae introduced an integrated commerce management solution, enhancing the operational efficiency of its partner brands. In August, it launched 'Beauty Edit Shop,' an influencer affiliation program, accelerating the creation of a beauty ecosystem where brands and consumers are organically connected. A Hwahae Global official stated, "We are deeply grateful that Hwahae Shopping has consistently grown with consumer trust as it celebrates its 8th year since launch. Going forward, we will continue to organically connect data and commerce to develop into an innovative platform loved by both consumers and brands."