WISHTREND
Wishtrend is a Seoul-based K-beauty e-commerce company (founded 2010, 51–100 employees) that sells its proprietary "By Wishtrend" private-label skincare line and curated "Journey" routine bundles directly to consumers worldwide through a Shopify storefront, targeting sensitive, acne-prone, and dry/dull skin types primarily in Asian markets.
- Company typePrivate
- Founded2010
- HeadquartersSeoul, South Korea
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
WISHTREND firmographics
Firmographics- Name
- WISHTREND
- Legal name
- Wishtrend
- Website
- https://wishtrend.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Wishtrend is a Seoul-based K-beauty e-commerce company (founded 2010, 51–100 employees) that sells its proprietary "By Wishtrend" private-label skincare line and curated "Journey" routine bundles directly to consumers worldwide through a Shopify storefront, targeting sensitive, acne-prone, and dry/dull skin types primarily in Asian markets.
- Ownership category
- akta.pro rank
WISHTREND industry classification
Industry- Product category
- Korean Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hand & Foot Care (CRABAAAE)
Keywords
Where WISHTREND is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Markets served
WISHTREND business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Product Sales: Direct product sales through e-commerce storefront. One-time purchases of skincare products and curated routine bundles. Products priced at $24-$28 for individual items.
- Subscription Services: Email subscription for promotional offers, special deals, and marketing communications. Customers sign up to receive exclusive promo codes and offers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual skincare products sold at standard and promotional prices |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
WISHTREND product offering
Product offeringCore offering
Wishtrend is a Korean beauty e-commerce company that sells, distributes, trades, and exports Korean cosmetics through its own online storefront (wishtrend.com). It sells its proprietary "By Wishtrend" skincare line, including formulated products such as Matcha & Ceramide Milky Serum and Barrier Knitting Serum, alongside curated multi-product skincare routine kits called "Journeys" (e.g., Harsh Exfoliation Survivors Club, The Lazy Skin Club, Retinol Purging Survivors Club) targeting specific skin concerns.
Differentiator
Problem solved
Functional benefit
Brands
- By Wishtrend: Private label skincare brand offering curated and formulated skincare products including cleansers, creams, masks, mists, serums, spot care, sunscreen, and toners.
Products and services
- By Wishtrend Matcha & Ceramide Milky Serum (Barrier Knitting Serum)
Quantifiable outcome
- Visible results, non-stripping, and genuinely great even for sensitive skin
- +1 more outcomes
Companies that use WISHTREND
Customer profileSegments5 records
Ideal customer profiles4 records
WISHTREND technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
WISHTREND partnerships and signals
Strategic signalScale indicators1 record
WISHTREND competitors and assessment
Company assessmentDirect peers
- Soko Glam: Soko Glam is a US-based Korean beauty e-commerce retailer offering curated K-beauty products and its own proprietary skincare line. It mirrors Wishtrend's dual model of curating Korean brands while building a proprietary portfolio.
- Peach & Lily: Peach & Lily is a K-beauty inspired skincare brand and retailer offering its own proprietary product line alongside curated Korean skincare through DTC e-commerce. Direct overlap with Wishtrend's proprietary-plus-curation approach.
- Yesstyle: Yesstyle is a global Asian beauty and fashion e-commerce platform offering a wide selection of Korean cosmetics. It competes directly with Wishtrend for cross-border K-beauty shoppers globally.
- Glow Recipe: Glow Recipe is a US-based K-beauty inspired skincare brand selling proprietary fruit- and ingredient-led products through DTC e-commerce and Sephora. Comparable proprietary brand strategy and K-beauty positioning to Wishtrend.
- Jolse: Jolse is a Korea-based online retailer specializing in Korean cosmetics and skincare products with global shipping. Direct competitor in cross-border K-beauty e-commerce.
- Stylevana: Stylevana is a Hong Kong-based Asian beauty e-commerce platform offering Korean and Japanese cosmetics with global shipping. Direct competitor for cross-border K-beauty shoppers.
- Beautylish: Beautylish is a US-based curated beauty e-commerce platform offering international skincare and cosmetics brands. Comparable curated-edited DTC retail model targeting beauty enthusiasts.
Emerging players
- Drunk Elephant: Drunk Elephant is a US-based proprietary skincare brand focused on ingredient-led formulations, sold via DTC and Sephora. Comparable proprietary skincare brand playbook even though broader brand portfolio.
Regional players
- Olive Young: Olive Young is South Korea's leading health and beauty retailer operating primarily through domestic physical and online stores. Comparable Korean beauty product assortment but with regional (Korea-centric) focus versus Wishtrend's global DTC.
Broad incumbents
- Sephora: Sephora is a global multi-brand beauty retailer with a substantial K-beauty assortment across skincare, makeup, and fragrance. Acts as a broad incumbent that absorbs demand that might otherwise flow to specialized K-beauty DTC players like Wishtrend.
Market position
Customer concentration
WISHTREND social profiles
Digital presenceWISHTREND financial estimates
Financial estimateRevenue estimate
Valuation estimate
WISHTREND leadership team
Management profileNumber of profiles
Profiles2 records
WISHTREND funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WISHTREND 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 WISHTREND
What does WISHTREND do?
Wishtrend is a Korean beauty e-commerce company that sells, distributes, trades, and exports Korean cosmetics through its own online storefront (wishtrend.com). It sells its proprietary "By Wishtrend" skincare line, including formulated products such as Matcha & Ceramide Milky Serum and Barrier Knitting Serum, alongside curated multi-product skincare routine kits called "Journeys" (e.g., Harsh Exfoliation Survivors Club, The Lazy Skin Club, Retinol Purging Survivors Club) targeting specific skin concerns.
Is WISHTREND a public or private company?
WISHTREND is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WISHTREND founded?
WISHTREND was founded in 2010. It employs 51 to 100 people.
Where is WISHTREND based?
WISHTREND is headquartered in Seoul, South Korea, in the Asia region.
How does WISHTREND make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are subscription Services.
Who are WISHTREND's main competitors?
Direct peers on record are Soko Glam, Peach & Lily, Yesstyle, Glow Recipe, Jolse, Stylevana and Beautylish. Drunk Elephant is listed as an emerging player. Olive Young is listed as a regional player. Sephora is listed as a broad incumbent.
Does WISHTREND have an API?
No public API is recorded for WISHTREND.
What industry is WISHTREND in?
WISHTREND's product category is Korean Skincare. Its primary akta.pro industry code is CRABAAAE, Hand & Foot Care. Its NAICS code is 456120 and its SIC code is 2844.