– Success of Wadiz “Beauty Week” held from the 21st to the 27th… October beauty crowdfunding up 107% from the previous month
– Funding results led by ‘communication kings’—influencers—draw attention… Average funding per project more than doubled
– Funding by category: Beauty Devices (56%), Skincare (26%), and Body & Hair Care (11%)
Wadizcrowdfunding platform Wadiz announced on the 15th that its transaction volume for crowdfunding and pre-orders in the beauty sector reached an all-time high in October.
In October, Wadizbeauty crowdfunding volume surged 107% from the previous month and 104% year-over-year, surpassing 4.1 billion won. Compared to this year’s monthly average funding volume in the beauty sector, this represents a growth rate of approximately 91%, or nearly double the average. By category, ▲beauty devices accounted for the largest share at 56%, followed by ▲skincare (26%) and ▲body and hair care (11%).
This success was largely due to the popularity ofWadiz ” event, which took place from October 21 to 27. Although nearly half (41%) of the brands participating in October’s Beauty Week were startups, the event achieved the best results of any beauty promotion held this year.
Unlike other promotional campaigns that boost sales during specific periods by offering exclusive sets or coupons for well-known brands, successful beauty brands Wadizhave relied solely on the quality of their products and their ability to connect with customers.
A prime example is the "beauty device" from a new beauty brand that achieved significant success through crowdfunding, relying solely on its product quality and a reasonable price—around 40–50% of the market price. Home-use beauty devices that enable convenient skincare, such as “HIFU Thermacera” and “EOA (Fullcera),” successfully raised 1.4 billion and 800 million won, respectively, driving overall performance.
In addition, everyone from mega-influencers to micro-influencers (with 1,000 to 100,000 followers) participated, helping to make this Beauty Week a huge success. From the blood sugar management tea created by mukbang YouTuber Yeosu Unnie, who has 630,000 subscribers, to the makeup puff created by Instagram influencer Kimi House, creators with diverse channels and fan bases hosted customer participation events, further boosting the event’s success.
The average funding amount for beauty influencers is around 50 million won, which is twice the average funding amount for beauty products Wadiz. By effectively leveraging the Wadiz platform’s ability to facilitate constant communication, they have reaped significant benefits from the synergy between customer engagement events on Wadiz and promotions through their own channels.
A Wadiz representative said, “This achievement is particularly significant because it marks Wadiz Beauty’s successful expansion into ‘lifestyle beauty’—encompassing not only skincare products but also beauty devices and inner beauty solutions,” adding, “We will continue to strengthen Wadizunique lineup of new beauty products.”
Meanwhile, Wadizplans to step up its efforts to discover and support emerging beauty brands that struggle to secure distribution channels. Given that the beauty industry is a category where competition for new products is fiercest among small and medium-sized brands, the company aims to foster mutual growth by providing marketing support tailored specifically to small brands.
