fwee
Budget“Curate your own moment.”
By Viktoria @vioda.makeup · Published · Updated
fwee is a budget makeup brand from South Korea, founded in 2021 by Lee Il-joo. It's best known for its Lip & Cheek Blurry Pudding Pot, Airbrushed blur finish and 35-shade pudding pot range. I've tested its products on camera in 1 video.
fwee is a Korean makeup brand launched in 2021 by Lee Il-joo under Benow Co., Ltd., built around the Lip & Cheek Blurry Pudding Pot — a mousse-textured lip and cheek product that creates a soft, airbrushed blur unlike anything else in the category. The Pudding Pot now ships in 35 shades, all under $20, and triggered fwee's transition from a small Korean indie into one of the headline K-beauty launches at Ulta Beauty in 2025.
The brand opened its first US standalone store in New York's SoHo in May 2025 and rolled out at Ulta with eight SKUs, every product under $25, framed around playful packaging and Gen Z color stories. fwee specializes in multi-use lip, cheek, and complexion products — the name itself is the sound you make when you're in a good mood, and the whole identity is built around fun, light, expressive K-makeup that translates to American shoppers.
fwee on camera
FWEE glowy jelly pot in shade Milky REVIEW🍓🍰🥤
Short · 0:17 · Viktoria @vioda.makeup
fwee products tested and swatched on the @vioda.makeup channel.
Popular Products
What fwee is bought for. The ones we've found dupes for link through to the comparison.
- Lip & Cheek Blurry Pudding Pot
- Glow Fit Cushion
- Glow Lighter Stick
- Make Bouncy Concealer
Known For
Brand Philosophy
Playful, mousse-textured K-makeup that lets shoppers curate their own moment — multi-use, under $25, and built around a blurred, airbrushed finish.
FAQ
fwee Official Channels
Where to buy, and how to reach fwee customer service directly.
- Website
- fwee.us
- Customer service
- [email protected]
- Contact form
- Open form
- Headquarters
- Gangnam-gu, Seoul, South Korea
- Sold at
- Brand.comOlive YoungYesStyleStylevana