Birdview

About Birdview

Birdview Inc. is the South Korean technology company behind 'Hwahae', a comprehensive beauty and cosmetics platform. Founded in 2013 by CEO Lee Woong and two friends, the company's mission is to resolve information asymmetry in the cosmetics market. The name Hwahae is an abbreviation of a Korean phrase meaning 'to analyze cosmetics', which reflects its core function of providing detailed ingredient analyses for beauty products.

The Hwahae platform serves as a data-driven hub for Korean beauty consumers, offering a suite of features to aid in purchasing decisions. Its primary service is an extensive database of cosmetic products, providing transparent ingredient lists and safety analyses based on data from organizations like the Environmental Working Group (EWG) and the Association of Korean Dermatologists. The platform has amassed a substantial user base, with over 13 million downloads, and is particularly popular among Korean women in their 20s and 30s. Key features include millions of user-generated reviews, product rankings sorted by skin type and age, AI-based skincare recommendations, and curated beauty content. In 2019, Hwahae introduced a 'My Skin Matching Function' to deliver personalized review recommendations to users.

Birdview's business model is multifaceted, generating revenue through several channels. It offers advertising services to beauty brands, including display ads and consumer surveys. The company also operates an e-commerce marketplace directly within the app, allowing users to purchase products they discover. A significant driver of its commerce segment is the "ONLY Hwahae" line of products, developed based on user data and reviews. Furthermore, Birdview supports emerging K-beauty brands through a 'Brand Boosting Program'. In 2020, the company achieved its first operating profit. Aiming for global reach, Birdview launched an English version of the Hwahae website in late 2024, followed by a Japanese version, with the US, Japan, and Singapore being its primary initial markets.