What kind of brand is Kift?
Among the makers who have launched funding campaigns Wadiz, there is one brand that most clearly illustrates the growth formula for small brands. That brand is the all-in-one skincare brand Kift.
Kift is a skincare brand founded by CEO Ha Seul-gi, a working mother with 14 years of experience in the beauty industry. According to data from Wadiz platform, the brand has raised a cumulative total of 800 million won. Kift’s initial goal was to expand into international markets. However, the crowdfunding campaign it launched while awaiting export certification ended up completely transforming the brand’s overall strategy.
There are three key aspects to note in Kift’s growth journey: the strong emotional connection fostered by narrow targeting; a product page content strategy that focuses on the customer’s journey rather than simply listing features; and a customer communication approach that builds a loyal fan base by openly sharing failures.
Why Narrow Targeting Actually Generates Stronger Empathy
One of the most common mistakes small brands make is assuming that “the broader the target audience, the larger the market.” An analysis of highly successful projects Wadizreveals that brands with the strongest funding results tend to have the most specific target audiences.
Kift also had a clear target audience from the very beginning. They defined a specific persona: “working moms who don’t even have time to apply makeup.” CEO Ha Seul-gi drew directly from her own experience of struggling to maintain a proper skincare routine while balancing work and childcare after giving birth, using this as the starting point for the persona and product concept.
The reviews from supporters who actually participated in the funding campaign demonstrate just how persuasive and effective this clear message was. For example, one supporter—who was raising children while undergoing cancer treatment—left a review stating, “I find it very convenient to use, and I’m pleased to hear that I look healthy even while I’m sick.” This example illustrates how a clear persona and message can foster a stronger sense of connection.
Messages crafted for a specific individual resonate most deeply.
How to Overcome the Weaknesses of Multi-Functional Products Through Content Strategy
In the cosmetics industry, multi-functional products are known to be difficult to market. This is because the more functions a product has, the more the message becomes diluted, and consumers tend to harbor a psychological skepticism, thinking, “If it does all that, it must be lacking in some way.”
Kift broke through this limitation head-on with its product page content strategy. The key is simple: instead of simply listing all the features, they focused on explaining why this single product is all you need.
Specifically, we used three methods.
First, we explained complex ingredients and technical terms using everyday analogies—such as rice, chefs, and cooked rice—to convey the information in language that anyone can understand. Based on data from Wadiz platform, readability is a key factor that directly influences conversion rates, given the diverse range of supporters across different age groups.
Second, rather than simply listing features, we focused on describing the changes and conveniences users actually experience when using the product. The keyword “deep sleep effect” also stems from the specific experience of skin changes working mothers face due to sleep deprivation, reflecting our choice of language that target readers can immediately relate to.
Third, we built trust by presenting both real customer reviews and clinical data. We applied the principle that "conviction drives purchases" throughout the product detail page.
If you need more detailed guidance on developing a content strategy for your product detail page as a small brand, you can find real-world examples and production tips at theWadiz Maker Center (makercenter.wadiz.kr).
Why Sharing Your Failures Can Actually Gain You Fans
One of the most impressive examples of Kift’s customer engagement strategy is a piece of content titled “Failures.zip.” It’s a collection of content in which the brand transparently shares with its supporters the failures and limitations it has faced, as well as the choices it had to abandon.
Behind this strategy lies Hasulgi Maker’s clear philosophy: “Brand trust is not measured by whether a product is flawless, but by how honestly we communicate its shortcomings.” By demonstrating the philosophy behind the product and brand—one that prioritizes focus and integrity—we can ultimately enhance the brand’s authenticity.
A review of projects Wadizreveals that brands which transparently share their product development processes and decision-making tend to attract a higher proportion of long-term fans than short-term buyers. Customer communication that involves sharing honest stories becomes a strategic tool for building a brand community that goes beyond mere sales.
Why the funding process itself is an opportunity to learn the fundamentals of branding
Kift stated that what began as a crowdfunding campaign launched “because we couldn’t just sit idly by” ultimately became an experience that laid the foundation for its brand strategy.
The process of running a crowdfunding campaign—planning content, gauging customer reactions firsthand, managing advertising, and learning how to better explain a product’s strengths and weaknesses—is, in itself, a core fundamental of brand management. And the fact that this process can be repeated intensively over a short period of time is what makes crowdfunding such a great opportunity for small brands.
Kift refined its products based on feedback from supporters during its first funding round, and through this process, it has now built a product lineup it can confidently call a “brand.” It was thanks to this process that a small, low-budget brand aiming for export was able to first prove its solid performance in the Korean market and then formulate a strategy for overseas expansion.
If you're just getting started with your brand, we recommend checking out the crowdfunding guide and content strategy resources on theWadiz Maker Center (makercenter.wadiz.kr).
FAQ: Frequently Asked Questions for Small Brands Starting a Crowdfunding Campaign
Q. Isn't it difficult to make sales if the target audience is too narrow?
The more specific the target audience, the more resonant the message tends to be, and the higher the conversion rate. Kift started with an extremely narrow target audience—“working moms who don’t even have time to put on makeup”—but has since raised a cumulative total of 800 million won. A message that convinces one specific person ultimately generates the widest resonance.
Q. How should I write the product details page for a multi-functional product?
Instead of simply listing features, it’s more effective to focus on the changes customers will actually experience. Kift structured its product page content strategy to convince customers “why this single product is all they need,” rather than just highlighting how “packed with features” it is. The key to this approach is a structure that builds trust by presenting real customer reviews alongside clinical data.
Q. Can small brands with limited capital launch a crowdfunding campaign Wadiz?
Yes, it is possible. Wadizis a platform that offers equal opportunities to both unknown and established brands. Kift also started with limited capital, achieved its funding goal on its first campaign, and laid the groundwork for its international expansion strategy.
When starting a brand, what matters most isn’t “what you’ve created,” but the depth of your consideration for “whose day you’re changing.” Wadiz, just as with the Kaft case, we continue to create moments where supporters who recognize true value and small brands meet for the first time.
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