ONDO Wireless Hair Brush: Wadiz Success Story
Last Updated: August 5, 2026
ONDO is a wireless mini hair straightener designed specifically to address the issues of slow preheating and bulky styling tools, targeting users with tight morning schedules. Jointly developed by the Japanese hair care brand AKIRACOSME and the South Korean small appliance brand NUVANT, ONDO launched exclusively on Wadiz and has become the project with the most backers in the Beauty Device category since 2025 (as of July 2026).
| Project | Metric |
|---|---|
| Project Name | ONDO Wireless Mini Straightener |
| Funding Achievement Rate | 21,099% |
| Number of Backers | 3,383 |
| Total Amount Raised | 105,497,100 KRW |
Prior to the official launch of its crowdfunding campaign, ONDO operated a three-week “Launching Soon” teaser page. During this period, it received a total of 6,821 requests for launch notifications, ranking first in the number of notification requests in its category even before the crowdfunding campaign began.
Trends in the South Korean Beauty Device Market
Domestic Demand for Beauty and Hair Care Devices
South Korea’s personal care appliance market (including hair styling products) has shown a high compound annual growth rate, driven by Korean consumers’ strong focus on beauty and self-care. Recently, style-conscious men (beauty-conscious men) have gradually joined the consumer base for hair styling devices such as hair straighteners, making them a gender-neutral “morning essential.”
Among hair styling tools, cordless and miniaturized products have become established choices. Their portability—allowing for easy styling at home, on the go, or while traveling—precisely meets consumer needs.
This growth trend is also directly reflected on the Wadiz platform. Looking solely at the beauty devices category as a whole, 225 projects have completed crowdfunding since 2025, raising a cumulative total of approximately 10.6 billion won and attracting 30,110 backers—a figure that, through crowdfunding alone, demonstrates the sustained market demand. It is against this backdrop that ONDO is making its debut in South Korea via Wadiz.
Storytelling and Reward Designs Tailored for Backers
Highlighting the Core Value Proposition with Numbers
Rather than simply listing product features, the team chose to address specific pain points with precise numbers. During a busy morning or commute, nothing is more frustrating than waiting for a styling tool to heat up or having to carry bulky equipment. To address this, the project page opens with key data: 15-second preheating, 185°C high temperature, and an ultra-lightweight 69g body——demonstrating the time savings and convenience with facts rather than slogans.
One supporter mentioned that waiting for a straightener to heat up before leaving the house has always been a small but very real annoyance. Precisely because these numbers are tailored to address this specific inconvenience, the product is perceived as a genuine solution rather than just a collection of technical specifications.
To further enhance credibility for its debut in the South Korean market, the team highlighted a real-world TikTok review with 15 million views in the project story and clearly displayed official safety certification information. For overseas products entering the local market for the first time, combining authentic user reviews with safety certification information is an effective way to build immediate trust.
Implementing a “Super Early Bird” and “Early Bird” Tiered Pricing Structure
Dividing the rewards into “Super Early Bird” and “Early Bird” tiers allows the team to achieve two strategic goals simultaneously. At the start of the crowdfunding campaign, offering the highest discount combined with limited availability creates a sense of urgency to “order now”;Once this batch sells out, the “Early Bird” phase—with slightly lower discounts—takes over, continuously meeting the majority of demand throughout the entire crowdfunding period. In short: Super Early Bird drives explosive initial growth, while Early Bird sustains that momentum.
ONDO implemented this strategy as follows:
- Super Early Bird—Offering the deepest discounts, this tier is released in limited quantities immediately after the crowdfunding campaign begins, attracting the first wave of supporters. A total of 398 orders for the single-unit reward were recorded during this phase.
- Early Bird—Offering a slightly lower discount than the Super Early Bird tier, this tier met the majority of demand during the crowdfunding period. A total of 1,513 single-unit rewards were sold, making it the most popular reward option.
- Additional Early Bird (Final Restock)— Launched alongside a post titled “Thank you for your support; we’ve prepared a final restock,” this tier sold 443 units. With demand showing no signs of slowing, the team chose to reopen inventory rather than let supporters down.
In short, this is a three-stage structure: Super Early Bird drives initial response, Early Bird absorbs the bulk of demand during the crowdfunding period, and the final restock sustains the overall momentum when demand remains strong.
How to Communicate with Korean Backers Through Project Updates
ONDO’s project update timeline shows that the team assigned different objectives to updates at various stages of the crowdfunding campaign—a four-stage process that other makers can reference when communicating with Korean supporters.
Phase 1—Before the Crowdfunding Launch: Building Trust Through Authentic Product Reviews
Four days before the crowdfunding campaign began, the team published an update titled “In-Depth Review by Wadiz’s Project Director.” Compared to polished marketing copy, this first-person review by the project director was more effective at dispelling common concerns in the wireless hair styling category—“Does this thing really work?” Choosing to publish it before the campaign began can also be seen as providing a final assurance of confidence to users who had signed up for reminders before placing their orders.
Phase 2—One Day Before the Crowdfunding Launch: Addressing Backers’ Questions in Advance
The day before the crowdfunding campaign began, the team posted a detailed Q&A. Anticipating and answering potential questions in advance helped reduce hesitation and resistance among backers at the moment of purchase.
Phase 3—After the Crowdfunding Campaign Begins: Instantly Amplify the Social Proof Effect
On the day the crowdfunding campaign began, the team posted an update titled “400 Units Sold Out in 30 Minutes.” Sharing this authentic, viral success story immediately provided a powerful, real-time social proof signal to supporters who were still on the fence.
Phase 4—After the Crowdfunding Campaign Begins: Maintaining Momentum Through Continuous Interaction
The team responded in real time to 56 comments from backers and posted a series of updates—including a 72-hour extension of the campaign, reaching the 13,995% funding milestone, and the final restock. By publicly sharing the continuously rising funding figures in real time and flexibly adjusting inventory and the campaign timeline, the team sustained momentum throughout the project.
Key Takeaways for Overseas Makers Entering the Beauty Device Category
For overseas creators preparing to launch a Wadiz crowdfunding campaign in the same beauty device category, ONDO’s case offers several lessons to learn from. First, there is absolutely no need to create an entirely new product category: ONDO entered a category where domestic brands had already firmly established themselves, but it achieved differentiation by demonstrating the product’s completeness with concrete numbers rather than by creating a new trend.Rather than chasing novel concepts, the ability to accurately address a proven, real need is often more critical.
The “Launching Soon” phase is also worth taking seriously. ONDO ran a teaser page for three weeks before the crowdfunding campaign began and ranked first in the number of reminder requests for that category, confirming genuine market demand even before the campaign officially launched.
Reward tiers should align with actual purchasing behavior. Although approximately 70% of ONDO’s backers purchased only a single item—for personal use rather than as gifts—the team still set up multiple tiers, including Super Early Bird, Early Bird, and Final Restock, combined with bundle discounts and color options, to capture both the initial rush of purchases and subsequent replenishment demand.
Finally, project updates and responses to comments should be viewed as an integral part of the strategy, rather than an afterthought. Build trust through authentic reviews and pre-launch Q&A sessions; amplify genuine feedback immediately after the crowdfunding campaign begins; and maintain momentum thereafter through comment interactions and inventory adjustments——this approach to communication is highly favored by Korean supporters. For overseas brands, it’s particularly worth noting that rather than stating the facts “already validated overseas” and “compliant with Korean standards” separately, presenting them together in the same context serves as a more effective reassurance.
Frequently Asked Questions
Do reward products containing batteries or heat-generating features require additional certification?
If a reward falls under the scope of KC certification, the required certification documents must be submitted before shipment. If a creator chooses to submit the documents after the project goes live, they must provide proof of KC certification application, and shipments may be subject to certain restrictions during this period. Documents must be submitted via the [Shipping & Refund Management] tab in Maker Studio after the project goes live.
Learn More →Global Maker Qualification Requirements
How can overseas brands overcome language barriers when creating their project story pages?
The free AI translation feature provided by Wadiz automatically translates Korean stories into English; therefore, this feature is primarily intended for Korean-based makers looking to expand globally and does not support translating English stories into Chinese or Korean. Makers can review the machine-translated draft and edit each section—such as the project title and body text—separately, including any Korean text embedded in images.
For international makers who need the reverse service—that is, converting an English (or other language) story into Korean to reach local supporters—Wadiz offers a paid “Korean Story Creation Service,” in which official partners redesign the story structure and copy rather than relying solely on machine translation. We recommend confirming with Wadiz which option is best suited to your situation before you begin writing.
What fees do overseas creators need to pay?
Under the current fee structure, Wadiz charges a service fee on the total amount of completed payments, plus a separate payment settlement processing fee. For creators registered outside of South Korea, the settlement processing fee is 4% of the total amount of completed payments, plus a flat fee of $99, charged only once per successful project. This fee structure and related promotional policies are subject to change; creators should confirm the latest terms with Wadiz before launching their crowdfunding campaign.
Learn More → Wadiz Fee Structure and Settlement Processing Fee Guidelines
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