#4. Brand research

fwee

fwee is a makeup brand that transforms ordinary moments into something uniquely expressive. With its philosophy of "Curate Your Own Moment," fwee encourages users to tell their own stories through colors that reflect mood, identity, and personal expression.

Target Audience & Marketing Direction

fwee primarily targets women in their teens to 30s, especially those sensitive to emotional aesthetics and trend-forward design. The brand engages with this audience through viral content on platforms like Instagram and TikTok, alongside offline experiences such as pop-ups and immersive brand spaces like fwee AGIT.

Product Features & Benefits

fwee’s signature products—the Pudding Pot and Jelly Pot—are multi-use lip and cheek items known for their soft, blendable textures. These formulas deliver a natural, airy finish that resonates strongly with the clean, minimal aesthetic of Japanese makeup trends, gaining popularity both domestically and overseas.

Future Value Strategy

fwee is committed to continuous innovation and global expansion. In 2025, the brand opened its first international store, fwee AGIT NYC, in SoHo, New York. This move signals a strong strategic shift toward establishing long-term engagement with global beauty lovers through direct experiences and offline storytelling.

Hero Products & Viral Appeal

The Pudding Pot quickly went viral thanks to its unique texture, collectible-worthy color shades, and playful packaging. Limited-edition items like scoop-shaped mini keyrings have driven fan enthusiasm, creating social media buzz and a collector culture around the brand.

Brand Research

Brand Research

Company Profile

fwee, launched in 2021, is a next-generation Korean makeup brand known for transforming everyday moments into emotionally expressive experiences through color. Guided by its philosophy, "Curate Your Own Moment," fwee empowers individuals to express identity and feeling through playful textures and mood-driven packaging.

Within just a few years, fwee has captured a loyal following among Gen Z and millennials, both domestically and globally. With viral social media traction and immersive brand spaces, fwee continues to evolve as a cultural force in the beauty industry.

Company Name: fwee (Operated by VINAW Co., Ltd.)
Founder & CEO: Il-Joo Lee
Founded: 2021
Headquarters: GT Tower, 411 Teheran-ro, Seocho-gu, Seoul, South Korea

Key Achievements

2021: fwee officially launched with the viral hit product Pudding Pot

2023: Expanded into Japan with top rankings on @cosme and strong cross-border sales

May 2025: Opened first permanent international flagship store fwee AGIT NYC in SoHo, New York

Ongoing: Consistently ranked among the most buzzworthy K-beauty brands on social media platforms like TikTok and Instagram

Research & Development (R&D)

Emotional Texture Innovation: fwee specializes in sensorial product development that connects texture to emotion—soft mousse, dewy jelly, and flexible balms—designed to inspire daily creativity.

Color Philosophy: Prioritizes mood-based color curation, rooted in color psychology and Korean-Japanese minimal aesthetics.

Consumer-Driven: New launches are developed through real-time feedback from social platforms, enabling hyper-relevant releases and limited-edition goods that resonate deeply with users.

Creative Lab Collaborations: Partners with independent designers and formulators to push the boundaries of color, identity, and self-expression in beauty.

Original Design Manufacturing (ODM)

fwee works with select ODM partners in Korea known for innovation in hybrid textures and long-wear pigment technology. While it maintains creative independence in concept and design, fwee benefits from deep collaboration with formulators for production scalability.

In parallel, fwee’s parent company VINAW continues to invest in R&D and brand IP protection to ensure a sustainable pipeline of unique and trend-forward offerings that support global growth and brand defensibility.

fwee turns beauty into a playground.

At Postdawn, we’re drawn to brands that don’t just follow trends—but reshape them. fwee is one of those rare beauty brands that dares to lead with emotion, not just function. Its approach to texture, color, and mood isn’t just innovative—it feels personal.

We see fwee not as another trendy K-beauty brand, but as a movement. One that speaks to a generation craving authenticity, self-curation, and joy in small rituals. From the moment you twist open a Pudding Pot, you’re not just applying makeup—you’re entering a moment of play, of identity, of quiet confidence.

In a world full of perfect filters and mass appeal, fwee stands out by celebrating the beautifully imperfect—one color at a time.
And that’s exactly why we believe fwee belongs at Postdawn.

Jono Cho
by Postdawn crew

fwee
Signature Products


COSRX has developed a range of highly effective skincare products that have gained global recognition.

  • A whipped, air-light cream tint for lips and cheeks.
    Glides like mousse, sets like velvet. Your color, your story.

  • A glossy, buildable tint with a cushiony bounce.
    Dab it, layer it, let it glow—this pot plays by your rules.

  • Mini palettes for eyes and cheeks in curated tones.
    Small in size, big on mood. Slide it open, and switch the vibe.

Key Questions

  • From fwee’s official online store or at the fwee AGIT retail locations.

  • Yes, most fwee products are dermatologically tested and formulated without harsh ingredients. However, we always recommend a patch test if you have sensitive or reactive skin.

  • Contact customer service for product support and guidance.

  • An offline, experiential space where customers can explore fwee’s brand philosophy and test products in person.

  • Pudding Pot has a soft-matte, mousse-like texture for a blurred finish, while Jelly Pot offers a glossy, dewy glow with a bouncier feel. Both are multi-use for lips and cheeks.

COSRX

COSRX