fwee
Budget“Curate your own moment.”
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.
Known For
Flagship Products
- Lip & Cheek Blurry Pudding Pot
- Glow Fit Cushion
- Glow Lighter Stick
- Make Bouncy Concealer
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
For Brands & Creators
VerifiedPublic collaboration and press contact channels for fwee. Researched from official brand sources — always confirm before sending.
- Website
- fwee.us
- General inquiries
- [email protected]
- Creator & UGC collabs
- [email protected]
- Contact form
- Open form
- HQ address
- Gangnam-gu, Seoul 06192, South Korea
- Sold at
- Brand.comOlive YoungYesStyleStylevana
Parent company is Benow Co. Korean brand. Global site fwee.us. global.fwee.kr URL not accessible. No public affiliate/creator signup URL found on Fwee US site; PR partnerships only via brand outreach Founder of fwee and co-CEO of Benow (parent company). Korean executive — no public LinkedIn profile easily verifiable. Benow attained unicorn status 2025, planning KOSPI IPO. For US/global outreach, recommended to contact via fwee.us or Benow corporate. Korean brand under EM Cosmetic. K-beauty brand