Hwahae wraps up K-Beauty Boost in NYC

Birdview, operator of beauty platform Hwahae, said on the 4th that it had successfully concluded “K-Beauty Boost in NYC,” an event connecting K-beauty brands with global influencers, in partnership with Nurihaus and the Seoul Business Agency (SBA).

Co-hosted by Hwahae and Nurihaus, the event took place for one day on the 1st at the Korean Cultural Center New York (KCCNY) in Manhattan. It featured a private session for invited guests and a public session. The private session drew more than 200 influential influencers, industry professionals, and media representatives from outlets including W Magazine, WWD, and InStyle for networking. About 300 beauty creators attended the public session.

Hwahae set up a booth at the venue and introduced its global website for the first time to raise awareness of K-beauty. The site brings online features that Hwahae users primarily use in the app, offering the Hwahae rankings, review topics, and cosmetic ingredient information in English. U.S. creators showed particular interest in products popular in Korea and reviews based on Korean consumers’ firsthand use.

Hwahae also held a presentation titled “K-Beauty Trend Then and Now,” outlining the growth of domestic brands such as Wellage and beplain that are gaining prominence overseas, and tracing how K-beauty has evolved from the past to the present through Hwahae. Its forecast of upcoming K-beauty trends, based on Hwahae data, also received a strong response from media and influencers.

In a panel talk session, prominent New York beauty influencers Ava Juwon, Devon Abelman, and Andrea Bossi joined a creator talk show to discuss differences in how U.S. and Korean consumers view skincare. They also spoke directly with K-beauty creators and magazine editors at the event.

Eleven companies also took part to showcase K-beauty, including Wellage, beplain, Dr.G, medicube, make p:rem, Ingredient Editor, SKIN&LAB, Aprilskin, Isntree, Freemay, and Purem.

“K-Beauty Boost in NYC will be an important milestone in expanding K-beauty’s global influence,” said Kim Kyung-il, CEO of Hwahae. “We will continue the event not only in New York but also in Seoul, supporting K-beauty brands as they grow in global markets in a variety of ways.”

Meanwhile, this December, Hwahae will co-host “2024 K-Beauty Boost” with the SBA and Nurihaus at the global influencer expo SeoulCon 2024, holding a range of events to connect global creators with K-beauty brands. It will also hold the offline Hwahae Awards 2024 for the first time, honoring outstanding brands.