Hannaru opens direct Korean beauty wholesale access to global buyers

Hannaru is opening a B2B marketplace that lets international retailers connect directly with more than 220 verified Korean cosmetics brand owners, cutting out distributors and their 15% to 40% markups. The platform also bundles sampling, shipping quotes and certification data to speed up cross-border sourcing decisions.

Why it matters: - Global beauty buyers often lose time and margin by sourcing Korean cosmetics through exporters, trading companies or trade shows. - Hannaru is built to shorten that process and give retailers direct access to brand owners. - The model aims to reduce distributor markups of 15% to 40% and cut delays in product and MOQ questions.

What happened: - Hannaru launched an always-open B2B marketplace for Korean cosmetics sourcing. - The platform connects global retailers directly with verified Korean brand owners. - Hannaru says the marketplace hosts more than 220 verified Korean beauty brands. - The brand directory covers skincare, makeup, haircare, body care and fragrance. - Buyers can browse brand profiles, message brand managers, download catalogs and price lists, compare minimum order quantities and certifications, and schedule online or offline meetings. - Buyers can also request one-to-one video meetings with brand representatives.

The details: - Brand profiles include product lines, brand story and sourcing information. - Category pages organize Korean skincare wholesale, colour cosmetics, haircare and private-label or OEM partners. - Buyers can move from category browsing to direct messaging without leaving the site. - The platform surfaces minimum order quantities and certifications alongside product specifications. - Each listing includes formulation details, volumes and packaging information supplied by the brand. - Hannaru also offers Naru Box, a sampling program that lets buyers combine samples from participating brands into one shipment. - Most samples are currently free, with buyers paying only shipping. - The box is tracked door to door. - Hannaru also offers curated sets that combine products from several brands. - Shipping rates are published by destination zone and use Korea Post EMS pricing. - Hannaru quotes about $26 for a box up to one kilogram to East and Southeast Asia and $47 to the rest of the world. - The platform says duties are excluded. - Hannaru says each zone is priced at its most expensive destination country so quotes do not under-charge.

Between the lines: - The platform is designed around the practical questions wholesale buyers ask before placing bulk orders. - Surfacing certification data early can matter because import requirements vary by market and can block a brand from entry until paperwork is complete. - The sampling model reduces the burden of ordering from multiple brands separately. - The company is positioning the site as a year-round alternative to a trade show. - Hannaru says the name reflects the company’s role in the supply chain: Han means Korea, and naru is an old Korean word for a river harbor. - The brand is meant to function as a port where global buyers meet Korean makers directly.

What's next: - Retailers, distributors and e-commerce sellers can browse the full brand directory at the full brand directory. - Hannaru is likely to keep expanding its verified brand roster as more buyers use the platform for sourcing and sampling. - The company’s direct-to-brand model could draw more international buyers looking to speed up product selection and reduce middleman costs.

The bottom line: - Hannaru is trying to make Korean beauty wholesale faster, cheaper and more transparent by putting global buyers in direct contact with verified brand owners.