Korean healthcare startup Udang Network has moved to resolve the "information asymmetry" in the domestic and global beauty market by pushing its artificial intelligence (AI) and big data-based cosmetics analysis service "haepick."
The company proposed "Skin-first Matching," based on personal skin data, to move away from the conventional purchasing method in which consumers relied on advertising and marketing information.
Haepick started from the awareness that users find it hard to know which products to use and how to use them.
Chief Executive Lim Dong-young said, "Most consumers experimentally use expensive products without knowing their skin condition and the right ingredients," and added, "We sought to solve this inefficient consumption structure with data."
The core of haepick is its proprietary "skincare filter" system. Based on an AI matching algorithm, it analyzes not only the user's skin type and concerns but also the state of the skin barrier, seasonal changes, and the "context" of ingredients, such as layering (combinations with other products). It technically implements the criteria used by experts, who note that the same ingredient can be a remedy or a toxin depending on the situation.
When consumers photograph a cosmetic product they are considering buying, the AI instantly recognizes the product information and, based on a professional checklist, provides an image analysis feature that informs them of suitability. Haepick said this "reduces the burden of deciphering the full ingredient list and allows consumers to choose products according to scientific standards."
Udang Network secured technological competitiveness based on a strong expert network. Lim Dong-young, an adjunct professor at Hallym University, along with a dermatologist, a research head with a Ph.D. in chemistry, and a medical school professor, are participating as the management team and technical advisors. The company is also affiliated with Soongsil University's Campus Town as part of the Seoul City Campus Town project.
To expand its online capabilities offline, the company plans to open a pop-up store (temporary store) at "11plus1" in Seongsu-dong, Seoul, from Jan. 17 to Jan. 23. There, it will offer services such as on-the-spot analysis of about 100 types of cosmetics and one-on-one consultations with customized cosmetics compounding managers.
This pop-up store moves beyond a simple exhibition space and is designed as an experiential format where visitors directly participate in verifying the ingredients and efficacy of cosmetics.
Following the app launch this year, Udang Network is preparing for global expansion, including filing a patent application for the "skincare filter system" and pursuing B2B partnerships with overseas health and beauty (H&B) stores.
Over the long term, the company aims to expand into a K-beauty brand sourcing and export platform and leap into a data hub for the global beauty market.