S.Korea's beauty platform Hwahae opens flagship store on TikTok

South Korea's mobile beauty platform Hwahae has opened a flagship store on TikTok (Chinese name Douyin). 

Hwahae's operator Birdview announced that it plans to expand its e-commerce presence in China with TikTok, the largest Chinese live commerce channel. 

Through the Hwahae Flagship Store, the company intends to introduce K-beauty brands to Chinese consumers. Hwahae plans to do this through live broadcasts with influencers and short-form content containing skin type-specific cosmetics selection and usage methods.

This approach aligns with the emerging trend in China of checksumers, consumers who meticulously verify ingredients and reviews. Hwahae aims to deliver personalized advice on cosmetic choices and usage methods, catering to different skin types.

Hwahae has already found success in China. During the 6.18 shopping festival, the company sold out popular products from Korean cosmetic brands Torriden and Beplane, in collaboration with Hyemin, an influencer with 2 million followers on TikTok.

The official opening of the flagship store underscores Hwahae's intent to expand its business in China. Birdview plans to use the store to promote K-beauty and introduce domestic small and medium-sized brands with high growth potential to the Chinese market.

"We are committed to becoming a global beauty platform," CEO of Birdview Lee Woong said. "China is a key market for us, and we believe that TikTok is the perfect platform to reach Chinese consumers."

Write to Soo-Jung Ha at agatha77@hankyung.com