HwaHae Global, the company behind the popular beauty platform ‘HwaHae,’ announced on the 5th that its global website has hit a milestone of 1 million monthly active users (MAU) just a year after its launch.
Starting with an English version in November 2024, HwaHae quickly expanded to include Japanese, Chinese, Spanish, and Vietnamese versions of its global website, making K-beauty information more accessible worldwide. The site leverages a large language model (LLM) to translate and provide 10 million authentic user reviews, along with category rankings and detailed ingredient information.
A spokesperson for HwaHae Global noted, “We’re seeing a growing trend among K-beauty enthusiasts globally. They’re increasingly turning to local reviews to verify the popularity of Korean products.” The representative added, “Our global site’s MAU is growing by about 20% each month, with daily visitors reaching an impressive 38,000.”
The platform is attracting users primarily from the United States, Japan, China, Vietnam, and Canada. These K-beauty hotspots account for over 82% of all site visitors. With approximately 400,000 product views per month and one in five visitors exploring product detail pages, it’s clear that many users are seriously considering purchases.
HwaHae has big plans for the future. They aim to use country-specific search data to create tailored content and gradually enhance their decision-support features. The goal is to guide global consumers from review-based discovery to product comparison and selection, ultimately helping them make smarter beauty purchases.
Moreover, the company is positioning itself as a springboard for K-beauty brands looking to go global. By tapping into HwaHae’s international user base, these brands can connect with potential customers and establish a strong presence in local markets worldwide.
Lee Woong, CEO of HwaHae Global, expressed his excitement: “Reaching 1 million MAU on our global site is a clear indicator that international interest in K-beauty is translating into active searches. We’re committed to growing as a global beauty information hub, bridging the gap between K-beauty brands and international consumers through genuine, data-driven reviews.”
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