Hwahae Unveils Global Entry Strategy with Consumer Data and 'Know-smetics'

Birdview, which operates the beauty platform Hwahae, proposed 'Know-smetics' as a key keyword to lead the global expansion of K-beauty, and shared strategies for domestic small and medium-sized beauty brands to enter overseas markets. At the '2025 K-Beauty Global Insight Conference', Kim Tae-hee, Team Leader of Hwahae's Management Strategy Team, gave a presentation on the theme of 'Global Expansion of K-Beauty Led by Ingredient-Knowledgeable Consumers'. 'Know-smetics' is a portmanteau of 'knowledge' and 'cosmetics', meaning a consumer trend of selecting products based on an understanding of ingredients, and is emerging as a new mainstream in the global beauty market. At this event, Hwahae analyzed consumers' purchasing process into four stages: interest, efficacy confirmation, ingredient verification, and product selection, and unveiled successful ingredient marketing cases based on over 9 million accumulated review and rating data, specifically presenting branding strategies and implementation plans targeting overseas markets. In fact, Hwahae is seeing its domestic user reviews and rankings consistently cited in overseas TikTok K-beauty product introduction content, showing a trend of increasing global traffic. In line with this, Hwahae launched English and Japanese versions of its global web, incorporating core features such as cosmetic ingredient information and review topics, actively assisting K-beauty brands in entering overseas markets. Furthermore, recently, Hwahae recruited Jeong Si-wook, who previously led global business at a major domestic beauty company, as Chief Global Officer (CGO), adding momentum for the co-growth of K-beauty and Hwahae. Kim Kyung-il, CEO of Birdview, emphasized that meaningful discussions were held at this conference to strengthen the global competitiveness of K-beauty small and medium-sized brands, and pledged to continue supporting the global growth of K-beauty by utilizing Hwahae's data and insights.