[Success Tips] A Recipe for Successful Beauty Funding from the Experts

This content is
<Success Tips>
series, focusing on beauty funding.

Don't forget to grab this!

• wadiz is serving as a springboard for the growth of domestic beauty brands.
• Give wadiz a try based on the key beauty trends for 2025.
• We’ve compiled frequently asked questions and answers for makers preparing for a beauty funding campaign.

Arencia and Dimaf were also born on wadiz.

Wadiz is the place where brands with exceptional product quality can truly shine. 
Arencia, which launched its first funding campaign on wadiz in 2019, built a loyal fan base with its “Rice Cake Soap” and ranked No. 1 on Olive Young’s bestseller list last year. Dimaff, which debuted in 2022, has also established a solid reputation in the basic skincare market.

Wadiz has served as a springboard for the growth of brands that compete on the strength of their products. 
As of 2024, cumulative funding for beauty projects has reached 28.2 billion won with 110,000 supporters, and we’ve even seen “mega projects” surpass 1.5 billion won in a single funding round. Notably, this is a highly loyal market, with 75% of supporters having participated in at least three funding campaigns.

So, what strategies are needed to succeed in the wadiz beauty market in 2025? 
In this article, we’ll introduce five beauty funding trends and practical tips to help you lead your funding campaign to success based on these trends. 

2025 Beauty Funding Trend Keyword: ‘EXPERT’

- Reading Market Trends

We’ll analyze key data—such as sales, number of supporters, and average order value—from top-performing beauty projects on wadiz to forecast beauty trends for 2025. 
This analysis allows us to predict not only trends on wadiz but also the overall direction of the beauty market. Let’s explore together what kinds of products you should prepare for this year.

EXPERTISE: Consumers as Savvy as Experts 

Consumers no longer want just pretty products; they want products backed by expertise. ‘Thermasera’, “Fullcera”—home devices incorporating dermatologist-level technology—are gaining popularity. As consumers’ understanding of effectiveness and technology deepens, they’re naturally gravitating toward higher-priced products.

XOXO: Loving “Myself”

self-care remains a key trend. In particular, “body ampoules”that emphasize healthy beauty are gaining attention. We expect products designed to lift the buttocks, reduce cellulite, and improve keratosis pilaris to become even more popular.

PLUS A: That Extra Something

Items that make an existing product “perfect” with just “this one addition” are also popular. For example, the “Baby Butt Puff”or the “Milk Tea Mist”—products that maximize the effects of existing items—are gaining popularity.

ELEGANT: Innate Sophistication 

In line with the de-makeup trend, products that emphasize a natural, radiant glow are also all the rage. Products like the“Cool Tone Pack”, and “Lip Tattoo”—more and more consumers are seeking a natural, elegant look rather than heavy makeup.

ROYALTY: Proven Global Brands 

High-end brands like ‘Dior Beauty’ and ‘Hermès Beauty’ have built a strong fan base. Even if they aren’t strictly luxury brands, products that emphasize premium ingredients and a sophisticated image, such as “Extrait de Parfum” , which emphasize premium ingredients and a luxurious image, are also gaining attention.

TECHNICAL: Beauty That Showcases Technological Innovation

Products that enhance efficacy through new ingredients and innovative formulations are steady sellers on wadiz. Products like“Bride Serum”, and “Viva Breast Cream”—which helps improve breast firmness—are receiving positive feedback.

5 Practical Strategies for a Successful Funding Campaign

- Preparing for a wadiz Beauty Funding Campaign

1. Demonstrate clear efficacy so that supporters can trust the product and fund it.

(Left) Clinical data for the mid-face lifting ampoule (Right) Clinical data for the 7-Second Serum / Source: wadiz

The most important thing in beauty funding is to provide a definitive answer to the question, “Does this product really work?” 
Supporters’ trust is built when you present clinical trial data rather than mere claims.

In particular, using a unique experimental approachcan leave an even stronger impression. The “Mid-Face Lifting Ampoule” succeeded in differentiating itself by emphasizing a specific area—the “mid-face”—rather than simply improving elasticity. 

Additionally, the “7-Second Ampoule” raised consumer anticipation through clinical trials demonstrating that “results can be seen in just 7 seconds.” 
Ultimately, the very method of proving efficacy can become a marketing strategy in itself.

2. Try adding a unique twist to make even familiar ingredients feel special.

(Left) Arencia Rice Cake Soap, which emphasizes its formulation (Right) Beer Yeast Shampoo, which emphasizes its concentration / Source: wadiz

Even with ingredients familiar to consumers, their reaction can vary completely depending on how you present the formulation, concentration, or combination. 
For example, “Arencia Rice Cake Soap” emphasized its unique, sticky texture. It successfully differentiated itself by highlighting the sensation of the soap clinging to the skin and thoroughly drawing out sebum from the pores.

Furthermore, differentiating ingredient concentrations is a powerful strategy. While existing products containing “brewer’s yeast”—an ingredient familiar to those concerned about hair loss—typically contain around 50 ppm, the wadiz product contained 100,000 ppm, creating a clear distinction. Emphasizing efficacy through specific numbers allows consumers to intuitively grasp the product’s benefits.

3. Captivate supporters’ hearts with attractive, user-centric packaging.

(Left) Stick-type green charcoal pack (Right) Single-capsule protein pack / Source: wadiz

Packaging is a key differentiator that creates a fresh user experience. 
For example, the “Green Charcoal Pack” introduced a convenient stick-type package to address the hassle associated with traditional wash-off masks. Additionally, the “Protein Capsule Sleep Mask” comes in a box of 30 individually wrapped capsules, suggesting a routine of using one capsule every night before bed. 

As shown here, the way packaging is designed can change a product’s image and how it’s used. 
Think about packaging strategies that make consumers feel convenience and encourage them to use the product more consistently.

4. Propose solutions that address the shortcomings of existing products.

The <EYELASH Curling Stick> funding story, which addresses the issues of existing products and highlights areas for improvement / Source: wadiz

By closely examining the problems consumers face with existing products and designing a product to address them, you can significantly increase the likelihood of a successful funding campaign.

For example, some people heat an eyelash curler with a lighter to use it like a curling iron. However, this method makes it difficult to control the temperature and carries a high risk of burns. The “Eyelash Curling Stick,” launched to address this issue, was designed to maintain an optimal temperature and safely curl eyelashes, earning an enthusiastic response from supporters. 

In this way, try to emphasize clear areas of improvement to instill confidence that “this product solves existing problems.”

5. Convey the authenticity behind your brand and product to your supporters.

The <NEUSUN I’m Ampoule> funding story, which added authenticity to the product development narrative / Source: wadiz

Nuseon’s Pore Ampoule garnered significant attention as it was billed as the maker’s “swansong.” The maker personally appeared in the funding story to authentically convey the brand’s philosophy and their passion for the product. As a result, supporters were moved by the product’s story—which went beyond its mere functionality—and developed trust in it, leading to a successful funding campaign.

Just like this, go beyond the product’s efficacy and specifications— share the story of how it came to be, and the thought process and philosophy behind it. 
wadiz supporters are moved by “real stories.”

Are you ready to make your mark on wadiz?

Frequently Asked Questions by Beauty Makers

Q. When is the best time to launch a beauty funding campaign? 

It’s most effective to carefully review the schedule for special campaigns and launch your campaign accordingly. Currently, wadiz is recruiting brands to participate in a dedicated beauty campaign until March 4↗ .

Just by participating in the campaign, you can receive up to 15 marketing benefits. These benefits are especially useful for makers looking to build initial brand awareness or those with limited advertising budgets, so don’t miss this opportunity to participate in the campaign and grow rapidly on wadiz! 

Q. Can products that have already been launched participate in the campaign?

Yes, on wadiz, you can run projects in two ways: funding to launch brand-new products that haven’t been seen before, and pre-orders to introduce products already on the market. 
If your beauty product has a distribution history, you can participate in the campaign through the pre-order service—please check the relevant requirements. [👉Learn more about pre-order]

Q. What kinds of products are popular in these special campaigns?

According to our internal survey, supporters who participate in beauty funding campaigns consider a product’s “expected efficacy” to be the most important factor. Any product with unique performance and a compelling Story can attract attention on wadiz.

Q. What specific benefits can I receive by participating in the campaign?

You’ll receive a “Beauty Campaign-Exclusive Discount Coupon” fully funded by wadiz. 
These coupons are for supporters to use. Since they can only be applied to projects participating in the Beauty Campaign, they can be a key factor in driving funding participation, especially for products with a high average order value. Additionally, various marketing benefits—including push notifications—are provided, helping to reduce advertising costs and promote your product to a wider audience of supporters. 

Q. What are the main age groups and gender ratios among wadiz Beauty supporters?

With the recent increase in female supporters, wadiz Beauty supporters currently consist of 60% women and 40% men. While the 18–34 age group is the most active in participating in funding campaigns, products with a high average order value also see significant participation from supporters in their 40s.

Q. How are funding advertising costs calculated and allocated?

We recommend allocating at least 10–15% of your funding goal toward advertising costs. For example, if your funding goal is 50 million won, you should consider setting aside at least 5 million won for advertising. We recommend initially allocating your advertising budget through a balanced mix of external ads (e.g., Meta ads) and internal ads (e.g., wadiz display ads), and then flexibly adjusting the allocation based on ad performance analysis. 

Makers, check out the services you need! 

• Learn How to Get Started with wadiz projects
• Check out the [Maker Events] currently open for registration
• Watch [Wadiz Funding Lectures] led by funding experts
• Launch Your Project with a [wadiz Expert Partner]

Article Han Ji-hye, Edited by Oh Seo-young