Hannaru lets retailers sample Korean beauty brands before wholesale orders

Hannaru launched its Naru Box sampling program in Seoul to help overseas retailers test Korean beauty products before placing wholesale orders. The B2B marketplace says the service is built to reduce first-order risk and speed up direct conversations between buyers and brand managers.

Why it matters: - Many independent beauty stores, online shops and distributors hesitate to place a first wholesale order for Korean beauty brands without testing product texture, packaging and labeling first. - Hannaru is trying to lower that barrier by letting buyers sample products before they commit to minimum order quantities. - The program could make it easier for overseas retailers to add Korean brands without going through exporters or trading layers.

What happened: - Hannaru introduced the Naru Box sampling program for retail buyers looking to evaluate Korean beauty brands before wholesale purchasing. - Buyers can build a box with up to five samples from 120 options across 30 Korean brands. - The samples span skincare and niche fragrance. - Most samples are free. - Buyers enter a shipping address and see a flat shipping rate before checkout. - Buyers who fit a brand’s target profile may have shipping covered. - Each box is shipped once and tracked door to door. - After testing, buyers can message brand managers on Hannaru to discuss pricing, minimum order quantities and certifications.

The details: - Hannaru is a B2B marketplace that connects overseas retailers directly with Korean beauty brands. - The platform lists more than 200 verified Korean brands. - Brand pages include product specifications and certification documents in one place. - Buyers can compare brands, request documents and contact brand teams from a single account. - The company said the goal is to remove the guesswork from first orders. - Sung Jin Kim, founder and CEO of Hannaru, said retail buyers often face minimum order demands before they have touched the product. - Kim said the Naru Box lets buyers feel the texture, check the label and test a line with their own customers first. - Hannaru published a Korean skincare wholesale guide for Europe and the UK. - The guide explains CPNP or SCPN notification, a Responsible Person and compliant labels for buyers in those markets. - Retailers, e-commerce sellers and distributors can build a box at the Naru Box signup page.

Between the lines: - The program is designed to move buyers from curiosity to wholesale discussion faster by replacing upfront commitment with a lower-risk sample step. - The direct messaging model also keeps the wholesale conversation inside Hannaru instead of routing it through intermediaries. - The Europe and UK guidance signals that compliance support is part of the platform’s pitch, not just product discovery.

What's next: - Buyers can test samples, then contact brand managers on Hannaru to ask about wholesale terms. - Hannaru is positioning the platform as a place to move from first sample to full wholesale order in one workflow. - Retailers in the European Union and the United Kingdom may use the company’s compliance guide before placing their first order.

The bottom line: - Hannaru is betting that a sample-first wholesale funnel will make Korean beauty easier to buy, easier to compare and easier to order for overseas retailers.