About K

Where Beauty Meets Community. Powered by Passion. Inspired by Korea.

K is the official social video platform by KWAVE, designed for global lovers of K-beauty, K-health, and K-culture. Built for discovery, connection, and expression, K empowers users and influencers alike to explore the world of Korean self-care through short-form videos, live reactions, product demos, and authentic reviews—all in one vibrant community.

Whether you're uncovering your next favorite essence, learning how to layer serums, or watching a skincare expert break down the science behind ingredients—K is your backstage pass to Korea’s most innovative beauty and wellness brands.

What Makes K Different?

• Video-First, People-Powered
  K brings K-beauty to life through real reactions, real users, and real results. From product unboxings to how-to routines, content is driven by creators who are passionate about what works—and what doesn’t.

• Connect Beauty with Culture
  At K, it’s not just about the products—it’s about the story behind them. Dive into exclusive K-pop collabs, skincare secrets from Seoul, wellness rituals from Jeju, and community moments that celebrate Korean lifestyle and innovation.

• Global Voices, Korean Roots
  With contributors from across the globe, K becomes a universal language for self-care. We highlight diverse skin tones, hair types, lifestyles, and personal journeys—all anchored in the proven excellence of Korean beauty and health science.

• Built for Engagement, Powered by KWAVE
  As part of the KWAVE ecosystem, K seamlessly integrates with our retail and AI personalization platforms. Watch a product on K, then instantly shop it via KWAVE.ai—complete with smart recommendations tailored to you.

For Influencers & Creators

Join our creator network and become a trusted voice in the global K-beauty movement. Share tutorials, reviews, or challenges and connect with a highly engaged audience who shares your passion. Through branded partnerships and exclusive drops, K gives creators the tools to grow and thrive.

Join the Movement

K is more than a platform—it’s a culture. A space to celebrate the power of beauty, wellness, and Korean innovation. Whether you're a skincare enthusiast, a wellness seeker, or a K-pop fan curious about K-beauty—K is your community.