How Korea’s No.1 Cosmetic App, Hwahae scaled their business

ㅣWe are Korea’s No.1 Cosmetics database platform, Hwahae

Hi everyone! My name is Han Eun-Jung, and I am the manager of Birdview’s growth management team. Birdview is the company that launched Korea’s most popular cosmetic mobile app, Hwahae. More than half of the women in their 20s and 30s in Korea are using our app. Through Hwahae, we are growing into a platform that solves the “information asymmetry” of the cosmetics market by providing users with a wide range of information, including cosmetic products, reviews, rankings, ingredients, as well as beauty contents and shopping.

The Growth Management Team is a team that helps Birdview members, Birdies, by establishing a system and cultural environment to create an “autonomous growth platform for all team members to grow together.” Over 85 company-wide Birdies and 20 outsourced freelancers and partners use JANDI to collaborate and work. 

Photo : @hwahae_official
Photo from 10mag


ㅣWe needed an integrated communication channel for our organization

As Korea’s No.1 cosmetic information platform, Hwahae currently has more than 5 million cosmetic reviews and has grown into an app used by half of the women in their 20s and 30s. Over the years, our organization grew along with the app and was in need of an efficient communication channel. The development team was using Slack in the past but switched over to JANDI due to its easy-to-use and simple user interface. JANDI has made it easier to collaborate with our external partners, so we made JANDI our official communication channel across the company in 2016. 

What is the difference between Slack and JANDI ? >>


ㅣJANDI is essential for remote working! 

I think JANDI played a big role, especially during this pandemic because the organization was able to quickly switch to telecommuting and work without losing productivity while working at home for about 13 weeks. To manage ongoing projects, we created a topic for team updates so the stakeholders are informed and to identify roadblocks.

Topics for daily and weekly updates were particularly helpful for the team in bridging the physical gap and communicating efficiently.


ㅣCollaboration is easier without emails

We are using JANDI in all of our divisions. Using JANDI for quick and simple discussion and collaboration has become our company culture. Using the @mention feature helped us eliminate the need to use emails.

By integrating Google Calendar for sharing schedules and attendance, Birdies are always informed of the whereabouts of their colleagues. The development team integrated JIRA to manage issues from the app, and the design team integrated Trello for smoother collaboration. Integrations helped keep the team on their toes by providing real-time notifications in respective topics.

For company-wide notifications, we used the board view to share and manage information. The growth management team for example uses the board to announce important updates so employees notified immediately.


ㅣCulture to create topics and discuss freely

Topics such as ‘Brand Card News’ were created by our design team for an open and casual discussion. You can work more spontaneously if you create one content and exchange feedback and use stickers to express opinions among Birdies. 


The ‘Beauty Industry News Topic’ is used for Birdies to share interesting articles and discuss them. It also serves as a forum for all members to discuss ideas they have come across through YouTube and blogs.


There are also many topics that incorporated Birdview’s corporate culture. In the ‘Birdview Cinema Topic’ Birdies vote on movies and food for the company movie night held in the lounge. 

The ‘Birdies Family Topic’ is for the organization to share non-work-related content such as weekend activities and hobbies. We also discovered a green finger in the company 🙂


ㅣBirdies’ favorite top 5 features

  1. @mention: Call and deliver your message directly. Also, the notification center shows all the messages where you have been @mentioned. This helps eliminate email communication and speed up collaboration.
  2. JANDI Drive: This feature is most useful in managing all files and data.
  3. File Search: In particular, since the growth management team needs to manage the application, the file search feature is useful in finding and deleting the application after the recruitment process is over.
  4. JANDI Connect: Google Calendar Integration helps manage personal schedules and interview schedules.
  5. Stickers: The stickers enable fun work communication. We are always looking forward to new stickers!


ㅣWe recommend JANDI

We recommend JANDI for organizations with lean teams. 

Birdview is a company that moves, communicates, and grows rapidly. We use JANDI instead of email to share files and hold discussions. JANDI communication itself is work progress for us. Birdview’s Hwahae app has risen to the top cosmetic information platform in a short period of time. We have to move and grow at a quick pace due to the high number of users and reviews we get. I think this is possible because a culture that facilitates sharing and collaboration have established itself.


ㅣWhat does JANDI mean for Birdview?

JANDI is Birdview’s information management platform.

Ever since we have adopted JANDI, JANDI has become a space that holds all of Birdview’s memories and thoughts. Just as the service called ‘Hwahae’ solved the ‘information asymmetry’ problem in the cosmetics market, ‘JANDI’ is also a platform where Birdies can easily access information and collaborate with everyone in equal communication. I am confident that JANDI will continue enabling Hwahae’s rapid growth in the future. Hwaiting Hwahae and JANDI! 



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