Hannaru published category and ingredient breakdowns for 361 products from 30 Korean brands, counted from 352 full INCI lists rather than from marketing copy
SEOUL, SOUTH KOREA, October 23, 2026 /EINPresswire.com/ — A buyer sourcing five Korean skincare brands at once has no straightforward way to find out
how different the five actually are. Each line arrives with its own story — a fermentation
process, a regional botanical, a patented complex — and the specification sheet that comes
with it describes the product the maker wants to sell rather than the formula inside it.
Hannaru, a business-to-business sourcing platform for Korean cosmetics, has started
publishing the formula data instead of describing it. For 30 brands on the platform it now
counts every product in the line, groups the range by category and size, and tallies which
ingredients appear in how many items — read from the full INCI list of each product rather
than from the brand’s own copy. A worked example is at
https://hannaru.com/brands/9wishes/guide.
The first pass covers 361 products, 352 of which carry a complete ingredient list. Four
names recur far more than any others. Niacinamide appears in the lines of 16 of the 30
brands, panthenol in 16, adenosine in 15 and sodium hyaluronate in 13. Centella asiatica
extract and allantoin each appear across seven brands, ceramide NP across five.
The repetition is not a finding about quality. Some lines converge on those names; others
are built almost entirely on a different base. The counts make which is which visible before
an order rather than after one.
“Buyers kept asking for something a line sheet could not give them,” said Sungjin Kim, CEO
at Hannaru. “They wanted to compare what is actually in the products, side by side, before
committing to an order. That data is printed on every package and collected nowhere. So we
collected it.”
Where the lines do diverge
Category weight separates the 30 lines more sharply than ingredients do. Products carry more
than one category tag, so the tags are counted rather than the products, and the catch-all
skincare tag is set aside as uninformative. On that basis anti-aging is the most common tag
across the set at 97, ahead of moisturizers at 86, ampoules at 53 and essences at 36.
Cleansing accounts for 34 tags, masks 25, toners 23 and sun care 16. A brand that has built
most of its range around ampoules is a different sourcing decision from one weighted to
cleansing, even where the ingredient lists overlap.
Size bands are counted the same way, which matters more to a buyer than it sounds. A line
built on units under 100 millilitres ships and prices differently from one built on larger
formats, and the difference shows up in freight before it shows up anywhere else.
Why the counts come from INCI lists
Ingredient claims on a product page are selected by whoever wrote the page. A brand that
builds a line around one hero ingredient will name it everywhere, and a brand that uses the
same ingredient at the same position in the same formula may never mention it. Counting
from the full INCI list removes that asymmetry: an ingredient is either in the list or it
is not.
The counts update as the catalog does. Where a brand adds products, the breakdown for that
brand is recomputed rather than restated, so a figure published today is not a figure frozen
on the day somebody wrote about it. Brands enter the set once their listings carry enough
products and enough complete ingredient lists to be worth counting, which is why the set
stands at 30 rather than at the full catalog.
Hannaru lists more than 228 verified Korean brands and 589 products, catalogued at
https://hannaru.com/products, with brand profiles at https://hannaru.com/brands. Buyers who
want to compare formulas against the products themselves can request samples from several
brands in one tracked shipment through Naru Box at https://hannaru.com/naru-box, or browse
the catalog on mobile through the Naru Box app at https://hannaru.com/download.
About Hannaru
Hannaru (formerly knok) is a Korean beauty B2B sourcing platform connecting global retail
buyers directly with Korean cosmetic brand owners. The platform provides verified brand
profiles, direct messaging with brand managers, catalog and price list access, minimum order
quantity and certification data, meeting scheduling, and the Naru Box sampling program.
Hannaru is operated by KMONDS Corp and is based in South Korea.
Jean-Baptiste
Hannaru
jean-baptiste@hannaru.com
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