Unlocking Clean Beauty: How 화해’s Live Commerce with 에스네이처 Revolutionized Online Shopping

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Hwahae Global, the company behind the beauty app Hwahae, said it successfully pulled off its first live-commerce event with clean-beauty brand S.Nature on March 25.

Hwahae picked S.Nature — a brand that’s been scoring high review ratings and strong in-app interest — as its inaugural live partner. The one-hour broadcast began at 8 p.m. and featured Arang, a popular beauty creator from Leferi with 500,000 YouTube subscribers, who showcased the brand’s standout products.

Viewers scored steep deals, with discounts up to 72% on top squalane-line favorites. Highlights included S.Nature’s award-winning Aqua Squalane Moisturizing Cream (a three-time Hwahae Awards winner in the cream category), plus serums, toners, wrapping masks, mists and the White Glow Ampoule Mask.

Hwahae officially launched its live-commerce service to create a one-stop “see, read, buy” shopping experience — turning product discovery backed by more than 10 million real-user reviews and ingredient records into instant purchases. The event ran on the AI video-commerce platform Shoplive, with Arang demonstrating products and interacting with viewers in real time.

Immediately after the broadcast, exposure for S.Nature products in the Hwahae app more than doubled, and the brand held strong near the top of Hwahae’s rankings. Notably, exposure during the post-event sale from March 26–31 was about 10% higher than on the live day itself, showing continued momentum.

Looking ahead, Hwahae plans to program regular live-commerce events and leverage Shoplive’s AI features — real-time captions, translations and chatbots — so global shoppers can buy popular Korean products at more accessible prices.

“This live was our first step in expanding Hwahae from an information platform into a beauty platform that links discovery directly to purchase,” said Park Mi-jin, head of Hwahae Global’s commerce team. “By combining review and ingredient data with live commerce, we’ll give users a trusted, real-time way to experience and buy products.”

By Jin-ho Leen