Hannaru lists 496 Korean beauty products from brands not yet sold abroad

Hannaru says its B2B sourcing platform now features 496 Korean beauty products from more than 223 verified brands with no global distribution. The catalog is built to help overseas buyers screen by certification, category and import readiness before they start negotiating.

Why it matters: - Hannaru is targeting a gap in Korean beauty exports: domestic brands with proven demand at home but no overseas distribution. - The platform is designed to help foreign buyers find products they can actually import, which can cut wasted time on paperwork and supplier outreach. - The catalog also gives smaller Korean brands a lower-cost route to international buyers than trade shows.

What happened: - Hannaru said its catalog now includes 496 products from more than 223 verified Korean brands. - None of the brands in the catalog has a global name, by design. - The platform focuses on Korean beauty makers that sell steadily in South Korea but have not entered overseas markets. - The catalog is aimed at retailers, distributors and e-commerce sellers.

The details: - Skincare makes up 325 listings. - Makeup accounts for 78 listings. - Body care accounts for 58 listings. - The remaining listings span haircare, inner care, tools and devices, fragrance, sets, feminine care and men's care. - Product pages use specifications supplied by the brand itself. - When a formulation, volume or certification changes, buyers see the update directly in the listing. - The catalog can be searched by category, ingredient and certification. - Hannaru lists 195 products with EU CPNP notification. - Hannaru lists 175 products registered with the FDA. - Regional clearances include 94 products with Japan PMDA, 88 with Singapore HSA and 48 with China NMPA. - Manufacturing standards listed on the platform include 154 products made under GMP and 112 under ISO 22716. - Hannaru says Naru Box consolidates samples from several brands into one tracked shipment. - Buyers can browse the catalog at the product catalog.

Between the lines: - Hannaru is framing certification data as a buying filter, not a marketing detail. - That matters because import rules vary by market, and a product that is ready for one country can stall in another. - The platform is also pushing back on a common export model in which exporters and trading companies control how products are described. - Sungjin Kim, Hannaru's chief executive, said the bottleneck has been access to makers, not the quality of Korean brands.

What's next: - Hannaru appears to be positioning its catalog as an ongoing sourcing channel for overseas buyers who want verified products with clear documentation. - The company is also likely to keep using certification data and sampling logistics to shorten the path from discovery to purchase. - The broader test will be whether more under-the-radar Korean brands can move abroad without first becoming trade-show staples.

The bottom line: - Hannaru is trying to make Korean beauty exports less about who can afford visibility and more about which products are actually ready for a buyer's market.