3 Ways for New Brands to Build Trust
Updated: May 20, 2026
Take this with you!
- Like 'applying diet', the more unfamiliar the reward, the more important the order of persuasion.
- Keiskini built trust by putting data ahead of advertisements and customer reviews ahead of brands' claims.
- Make complicated technology easy, effectiveness with figures, trust with reviews. These three principles were the key to funding nine times with a single product.
"Is this product really going to sell?" The more skeptical people around you are, the harder it is to keep your confidence alone. Kim Wan-soo, CEO of KSKINNY, has built trust by building an objective basis even though it is an easily unbelievable concept of a "applied diet." As a result, it started as a new brand, but succeeded in funding nine times by achieving cumulative sales of 1.1 billion won, 4,922 supporters, and 4.5 points of satisfaction with a single product at Wadiz. I heard firsthand how maker Kim Wan-soo persuaded customers and why he conducted crowdfunding nine times in two years.
1. an attempt to change the way existing markets are
Q. Hello Makers! What's the goal of 'Keiskinny'?
Hello, I'm Kim Wan-soo, the CEO of KSKINNY.
Keiskinny is a brand that started with the goal of "changing the standard of body care with technology" and dreamed of becoming a brand that changes the way the existing market is.
Q. How did you try to change the way the existing market was?
When it comes to body care or diet, the image of "patience, pain, and effort" is strong. In an era when technology is rapidly developing, I wondered, "Why should dieting still be hard and stressful?"
In particular, I watched my daughter go on a diet by reducing the amount of meals and enduring joint pain. I was proud to see him try to solve it on his own, but on the other hand, I felt that I really needed a more comfortable way to help.
So I thought about how to access body care more easily in my daily life, and this became the starting point of PCL Ampoule, a body ampoule that I apply.
2. How to make an incredible idea believable
Q. I'm not used to the concept of "You can take care of your body line just by applying it."
Yes, the biggest challenge was building 'trust'. The concept of "changeable just by applying" is unfamiliar and difficult to accept for supporters (customers).
So it's not just advertising, it's actual usage data, clinical results, hundreds of customer reviews. Based on these objective grounds, we focused on building trust one by one. In this process, it was helpful that Wadiz was able to deliver not only the product but also the development process and verification story.
* 3 Principles of Persuading New Concepts of Products
This is how Keiskinny actually applied it on the Wadiz Story page. If you have a new and innovative product that changes the market standard so far, use it.
| Principles | Direction | Effect |
|---|---|---|
| Unlock scientific content as easily as possible | in everyday language instead of technical terms | Lower barriers to entry |
| Show results as data | Direct presentation of clinical results and figures | Securing objective trust |
| Trust is proven by customer reviews | Utilize hundreds of reviews | social evidence formation |
Q. You should have easily explained the concept of 'applying diet' to your supporters and gained trust at the same time. What kind of method did you find?
The biggest concern was how to convey complex principles easily. So I set up three principles. Scientific content is solved as easily as possible, results are shown as data, and trust is proved by customer reviews.
In particular, I realized that the change experienced by the supporters in person was the most convincing explanation.
In an era of overflowing advertising, what is more powerful than the maker's colorful detailed page is the candid reviews of the cool cross-validated supporters. The vivid experiences and evaluations of supporters became the most obvious appeal point of the product.
3. The process by which I came to believe in the possibilities of my brand
Q. Wadiz has carried out a total of 9 projects with just 1 PCL body ampoule. Is there a reason why you continued with only ampoule products?
It may sound a little paradoxical, but I thought, "If the first product that put everything into it is not recognized, the next product is meaningless."
So Keiskini focused a long time and research on one product, and fortunately, he gained trust and recognition from many people. Thanks to that, we are now planning and developing new products for the next stage.
Q. Have you experienced any changes after successfully funding nine times?
Through nine rounds of funding over two years, we were able to build trust as a brand that has been repeatedly proven. With the experience and evaluation of Wadiz supporters, I was able to create a perception that 'Keiskin is a reliable brand'.
In the process of communicating with supporters, giving feedback, and listening to various opinions, I also realized that the products we made had the potential to grow like this. I was also able to have confidence in the future direction. I am always grateful to the supporters.
Keiskini, who started with Wadiz Funding and made it to Japan
Q. Compared to regular e-commerce channels, is there a unique charm of "Wadiz Funding" that you experienced?
Wadiz's strongest strength is its supporters. Supporters are clearly different from the average consumer. If there is a mistake, you point it out coolly first, and it contains more than just complaints and affection and expectations. Rather than scolding your child for making a mistake, do you think it's like a parent who quietly touts you in hopes of doing better? So we tried to communicate more responsibly and improve.
So I think Wadiz is a platform where supporters and makers create the brand's growth process together beyond just sales channels.
Q. If you could give advice to prospective makers preparing for funding?
Wadiz is not a commerce that sells products, but a place where I can introduce and prove my brand's philosophy and direction to the market. I would like to introduce the stories of the products and brands I make and the value contained in them to more people and actively recommend them to those who want to gather fans who support and expect my brand, not just customers who purchase products.
Is that going to work?If Wadiz has people who say, "Why don't we try this?" wouldn't the process of challenge be fun?
If you're looking for a space to showcase my ideas now, knock on Wadiz's door.
It starts with Wadiz, Just Start on Wadiz
From funding preparation to success, the actual guide will be provided at the Wadiz Maker Center
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