Birdview, which operates the beauty platform Hwahae, noted on the 26th that it has recruited Jeong Si-uk as Chief Global Officer (CGO) and is embarking on a full-scale expansion of its global operations.
CGO Jeong has served as the head of marketing and global business lead at beauty corporations such as Amorepacific Corporation, COSRX, and L'Oreal Korea for 15 years. In particular, while leading global operations at COSRX, he drove rapid growth by continuously expanding online and offline distribution networks in the United States and Japan, including Amazon.
Based on CGO Jeong's expertise in global markets, Hwahae plans to launch overseas influencer marketing services within the year. Additionally, it aims to actively support the global marketing and expansion of distribution channels for K-beauty indie brands through the expansion of overseas business-to-business (B2B) sales and buyer mediation.
Hwahae launched its global English web version last November, surpassing 100,000 monthly active users (MAU) just two months later. In February, it launched a Japanese version.
CGO Jeong said, "Hwahae plans to focus on strengthening its global competitiveness based on the platform operational know-how and insights accumulated domestically," and added, "We will build a strategy that allows Hwahae to grow alongside K-beauty brands aiming for overseas expansion."