One company has captured attention in the beauty industry by launching a unique brand with a keen eye on K-beauty’s potential. Koreatech, which has grown steadily with the conviction that “selling techniques don’t work without solid product performance,” offers a brand story that reflects its core values. Koreatech’s brand, KAHI, has introduced innovative formulations and packaging, reshaping beauty industry standards.
The name KAHI was inspired by the Korean alphabet’s first and last phonetic elements. Just as King Sejong created the Korean alphabet to be accessible to everyone, KAHI aims to foster a world where beauty is attainable for all. Koreatech’s CEO, Dong-yeol Lee, believes in the power of Korean culture and language as the essence of the Hallyu wave. Reflecting on his admiration for King Sejong, he combined the Korean letters ‘ㄱ’ and ‘ㅏ’ with ‘ㅎ’ and ‘ㅣ’ to create KAHI—a name symbolizing the beginning and end of K-beauty.
For years, Koreatech has engaged directly with consumers through beauty classes and product testing, attentively listening to their needs and introducing KAHI in response. The KAHI balm, which comes in a convenient balm form for easy application anywhere, quickly gained popularity across all age groups. With considerable investment in research and development, Koreatech partnered with Cosmax to develop and launch the KAHI Multi-Balm. Unlike traditional balms, the Multi-Balm uses “Film Excel” technology, combining tara fruit and seaweed extract for a long-lasting makeup effect of over six hours.
KAHI places a high priority on consumer feedback during product development. They closely monitor comments and reviews, incorporating consumer insights into their products. This approach was also applied when developing their “Han Gyob Cream,” designed to streamline morning routines with its all-in-one application, providing coverage and UV protection in just one layer.
To address consumer feedback on the original Multi-Balm, Koreatech introduced a refill option. Consumers noted that the original balm depleted quickly with regular use, and it was challenging to use up completely. The new refillable design reduces plastic waste by allowing customers to reuse the original container. This product is also essential as Koreatech expands its presence in the global market.
In August 2022, the refillable KAHI Multi-Balm container received three patents for its innovative design, which includes the “Until Bottom Case” (to use up the balm completely), “Soft Landing Touch Technology” (for smoother application), and a refill kit made of magnetic, rust-resistant stainless steel. These enhancements make the product durable, reusable, and environmentally conscious.
Building on the popularity of the KAHI Multi-Balm, Koreatech has expanded its line with the “KAHI Cavi Balm,” containing 15% caviar oil, known for anti-aging benefits by reducing wrinkle formation and boosting collagen and elastin production. Additionally, Koreatech launched two new “CV Balms” containing 1% K-Fillen Oil derived from beluga caviar. The “Multi-Balm CV” targets various wrinkle areas, while the “Eye Balm CV” focuses on reducing eye wrinkles and dark circles, offering a comprehensive anti-aging solution.
KAHI also connects with customers through unique experiential events, such as beauty classes where they can try new products firsthand. Recently, KAHI offered a “Caviar Cooking Class,” allowing customers to enjoy caviar-based cuisine while exploring the caviar product line.
The KAHI Multi-Balm has garnered a strong response both domestically and internationally. Since last year, Koreatech has taken charge of overseas expansion, and as a result, KAHI Multi-Balm topped Amazon’s “Hot New Releases” in the beauty category for new brands in 2023. Additionally, KAHI ranked third in China’s Douyin (TikTok) sales ranking for Korean brands, the only Korean product in the top 100.
With the Hallyu wave spurred by K-pop and K-dramas, K-beauty continues to thrive, attracting product inquiries from over 40 countries, including Southeast Asia and South America. Last year, Koreatech launched “Studio Tide,” an R&D-based design studio in the Netherlands, which not only designs KAHI products but also contributes to medical device design.
The brand’s popularity has led to counterfeit products, with some even copying KAHI’s trademark, making it hard for consumers to distinguish between authentic and fake products. In response, Koreatech is taking legal action against counterfeit manufacturers and plans to include authenticity stickers on all KAHI products. They are also launching a campaign encouraging consumers to purchase from official online retailers.
For Koreatech, becoming a beloved and trusted brand is paramount. They aim to provide “products that consumers genuinely need,” and feedback from users affirms that they are on the right track. Koreatech’s short-term goal is to establish a strong presence in the global market, where they hope to continue leading beauty industry innovations by merging cosmetics and beauty devices.
전자신문 2024.09.24
