Hwahae
Hwahae is a South Korea-based K-beauty consumer platform and e-commerce marketplace serving 10M+ skincare consumers with a 161,000+ product database, ingredient analysis, skin-type recommendations, and brand advertising services.
- Company typePrivate
- Founded2017
- HeadquartersSeocho, South Korea
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Hwahae does
Hwahae (화해) is a South Korea-based K-beauty consumer platform operating as a vertical e-commerce marketplace and product discovery engine. Founded in 2017 and headquartered in Seoul, the company serves individual Korean skincare consumers who face information asymmetry in ingredient transparency, product suitability, and authentic user reviews — and operates with 101–250 employees to maintain a database of 161,433+ products and 279,892+ user reviews. Its core technology is a K-beauty cosmetics database layered with ingredient analysis, skin-type-based recommendations (covering dry, oily, combination, sensitive, acne-prone, and atopic profiles), category and age-group rankings, and a bi-annual Hwahae Awards program that surfaces top products across categories including efficacy, vegan, next beauty, and global picks.
Hwahae makes money through two primary streams: marketplace commissions on transactions facilitated between consumers and K-beauty brands/sellers via its app and website storefront, and advertising/promotional services where brands pay for featured placements, sponsored rankings, and curated deal events. The platform also pursues a B2B angle by co-hosting seminars such as the K-Beauty U.S. Entry Seminar (with partners Poomgo, Hwaegye Global, and CDRI) to support brand internationalization. Distribution is direct-to-consumer through Hwahae's own website and mobile app, with marketing driven by organic content (rankings, awards), SEO, email newsletters, and brand partnership campaigns.
The company is privately held under the legal entity (주)화해글로벌 (Hwahae Global Inc.) and raised $15.2M in a 2023 round led by PS Alliance. No revenue is publicly disclosed. The platform claims 10M+ customers and has expanded its operational footprint to claim a global e-commerce marketplace presence, though its primary market remains South Korea.
Hwahae firmographics
Firmographics- Name
- Hwahae
- Legal name
- (주)화해글로벌
- Website
- https://hwahae.co.kr
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Hwahae is a South Korea-based K-beauty consumer platform and e-commerce marketplace serving 10M+ skincare consumers with a 161,000+ product database, ingredient analysis, skin-type recommendations, and brand advertising services.
- Ownership category
- akta.pro rank
Hwahae industry classification
Industry- Product category
- Beauty Marketplace
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Beauty & Personal Care Marketplaces (CRAFABAB)
- akta.pro secondary industry
- Beauty & Personal Care Online Retailers (CRAFADAC)
Keywords
Where Hwahae is headquartered
LocationHeadquarters
- HQ city
- Seocho
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
Hwahae business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- E-commerce marketplace commissions: Hwahae operates as a marketplace platform connecting K-beauty consumers with brands and sellers, earning commissions on transactions
- Advertising and promotional services: Brands can feature products in promotional campaigns, special sections, and sponsored rankings on the platform
Distribution channels1 record
Marketing channels4 records
Hwahae product offering
Product offeringCore offering
Hwahae operates a K-beauty discovery platform that provides a comprehensive database of 161,000+ Korean cosmetics products along with ingredient analysis, authentic user reviews (279,000+), and personalized product recommendations based on skin type. Users can browse curated rankings by category, skin type, and age group, view product ratings, and purchase products directly through the integrated e-commerce marketplace. The platform also runs the bi-annual Hwahae Awards program recognizing top-performing K-beauty products.
Product overview
Hwahae (화해) is a K-beauty skincare analysis platform accessible via mobile app and website. The platform centers on a product database with ingredient analysis and user reviews, supplemented by curated rankings organized by category, skin type, and age group. Key features include the Hwahae Awards program that highlights top products across multiple categories, and a product discovery system that helps users find suitable skincare items based on their specific skin concerns. The platform facilitates product purchases through integrated e-commerce functionality.
Differentiator
Problem solved
Functional benefit
Products and services
- Hwahae (화해) Mobile App and Website Platform A K-beauty companion platform providing skincare product reviews, ingredient analysis, personalized recommendations, and product discovery. Users can browse rankings by category, skin type, and age group, read detailed ingredient information, and purchase products directly through the integrated e-commerce marketplace from various third-party brands and sellers.
- Hwahae Awards (화해 어워드) A periodic award program recognizing top-performing K-beauty products based on user reviews and platform data, with categories including Best New Products, Efficacy/Effect, Vegan, Next Beauty, Rising Trends, and Global Pick.
Quantifiable outcome
- Over 10 million customers use the platform to find K-beauty products
- +1 more outcomes
Companies that use Hwahae
Customer profileSegments2 records
Ideal customer profiles2 records
Hwahae technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Hwahae partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- PoomgominorPoomgo (operated by Duhands) collaborates with Hwahae and other partners to host the K-Beauty U.S. Entry Seminar, helping K-beauty brands navigate certification, marketing, and logistics for entering the U.S. market.
- Hwaegye GlobalminorHwaegye Global partners with Hwahae to host the K-Beauty U.S. Entry Seminar, addressing practical barriers K-beauty brands face in entering the complex U.S. market.
- CDRIminorCDRI collaborates with Hwahae and partners to host the K-Beauty U.S. Entry Seminar, providing certification and market entry support for K-beauty brands.
Scale indicators5 records
Recent moves4 records
Expansion highlights5 records
Hwahae competitors and assessment
Company assessmentDirect peers
- YesStyle: Global online marketplace specializing in Asian beauty and K-beauty products, with editorial content, user reviews, and brand discovery tools. Closely comparable to Hwahae's marketplace-plus-reviews model, focused on international K-beauty consumers.
- Wishtrend: K-beauty focused e-commerce retailer offering Korean skincare brands globally with detailed product pages and reviews. Comparable to Hwahae's product-discovery-plus-purchase model targeting international K-beauty shoppers.
- Soko Glam: U.S.-based K-beauty e-commerce and content platform known for curated product discovery, education, and brand incubation. Comparable to Hwahae in blending editorial content with K-beauty commerce for an international audience.
- Stylevana: Online marketplace carrying Asian beauty and K-beauty products with promotional pricing and broad assortment. Comparable to Hwahae's marketplace model, though with less emphasis on ingredient analysis and editorial reviews.
- JOLSE: Long-running Korean online beauty retailer selling K-beauty products worldwide at competitive prices. Comparable to Hwahae on K-beauty e-commerce, though positioned more as a discount retailer than a content-driven discovery platform.
- Beautylish: Beauty e-commerce platform combining curated product retail with user reviews, tutorials, and community features. Comparable to Hwahae in marrying editorial/community content with multi-brand beauty commerce.
Broad incumbents
- Olive Young: South Korea's largest health and beauty specialty retailer, operating both physical stores and a leading e-commerce platform. Direct overlap with Hwahae in K-beauty product discovery and online purchase, but with much broader omnichannel scale.
- Sephora: Global multi-brand beauty retailer with a strong K-beauty assortment and growing investment in reviews and ingredient transparency. A broader incumbent whose investment in K-beauty could overlap with Hwahae's discovery role.
Emerging players
- Peach & Lily: K-beauty focused skincare brand and digital retail platform with editorial content around ingredients and routines. Comparable to Hwahae on ingredient-led K-beauty discovery, but smaller scale and more brand-led.
- Glow Recipe: K-beauty inspired brand and retailer with a strong content-forward site highlighting ingredient-led skincare. Comparable to Hwahae in emphasizing ingredient education, though operating as a hybrid brand/retailer rather than a multi-brand marketplace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Hwahae social profiles
Digital presenceHwahae financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hwahae leadership team
Management profileNumber of profiles
Hwahae funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hwahae M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hwahae
What does Hwahae do?
Hwahae operates a K-beauty discovery platform that provides a comprehensive database of 161,000+ Korean cosmetics products along with ingredient analysis, authentic user reviews (279,000+), and personalized product recommendations based on skin type. Users can browse curated rankings by category, skin type, and age group, view product ratings, and purchase products directly through the integrated e-commerce marketplace. The platform also runs the bi-annual Hwahae Awards program recognizing top-performing K-beauty products.
Is Hwahae a public or private company?
Hwahae is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hwahae founded?
Hwahae was founded in 2017. It employs 101 to 250 people.
Where is Hwahae based?
Hwahae is headquartered in Seocho, South Korea, in the Asia region.
How does Hwahae make money?
Two revenue lines are on record. E-commerce marketplace commissions are the primary driver. The others are advertising and promotional services.
Who are Hwahae's main competitors?
Direct peers on record are YesStyle, Wishtrend, Soko Glam, Stylevana, JOLSE and Beautylish. Broad incumbents are Olive Young and Sephora. Emerging players are Peach & Lily and Glow Recipe.
Does Hwahae have an API?
No public API is recorded for Hwahae.
What industry is Hwahae in?
Hwahae's product category is Beauty Marketplace. Its primary akta.pro industry code is CRAFABAB, Beauty & Personal Care Marketplaces, with a secondary code of CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 456120 and its SIC code is 2844.