fwee

fwee (styled in lowercase) is a South Korean makeup brand based in Seoul and owned by BeNow Inc. The brand launched in 2021 as a colour-cosmetics counterpart to BeNow's flagship skincare label, Numbuzin, and is known for multifunctional lip and cheek products sold across Asia, the United States and online K-beauty retailers [6]. It remains active, with new product lines and continuing retail expansion recorded into 2026.

The launch year is sometimes confused with that of its parent company. Korean sales records and editorial coverage place the fwee brand's start in 2021 [3], while BeNow Inc. itself was founded in 2018 by Seoul National University alumni Lee Il-joo and Kim Dae-young, both former Amorepacific employees [5]. The 2018 date belongs to the parent company; fwee as a brand dates to 2021.

fwee was launched in 2021 by Lee Il-joo, who also co-founded its parent company. It was conceived as a makeup-focused sister brand to Numbuzin, BeNow's skincare line. According to industry coverage, the brand made its debut with a pop-up event at The Hyundai department store in Seoul, followed shortly by the fwee Agit Seongsu flagship store in the Seongsu-dong district, which the same coverage describes as drawing global tourists within a month of opening [7].

The brand is owned by BeNow Inc. (Korean: 주식회사 비나우), a Seoul-based company headquartered in GT Tower in the Seocho-gu district. BeNow was established in 2018 and operates several beauty brands alongside fwee, including the skincare label Numbuzin as well as Knock, Flaskin and Riah [5]. The company built its business without external funding and, according to business reporting, reached so-called unicorn status in 2025 at a valuation of about 1.1 trillion won, without issuing new shares [7]. As of 2026 it was preparing an initial public offering on the KOSPI exchange, having appointed Samsung Securities as underwriter [5].

fwee positions itself less around functional performance claims and more around mood and self-expression through colour. The company describes itself as "a makeup brand here to celebrate who you are, and the joy in every moment," summarising its message as "your feelings, your mood, your moment." Its tagline is "Feel Your Moment, fwee!" On its Korean site, the brand states that it aims to make everyday moments special and to tell those moments through colour. Editorial coverage characterises it as a makeup label specialising in lip and cheek products that emphasise colour variety and everyday wearability.

The brand's range covers lip makeup, face makeup, eye makeup and tools. Its first viral product, and the one most associated with the brand, is the Lip & Cheek Blurry Pudding Pot, a buildable cream product offered in 35 shades and listed as a bestseller by the retailer StyleKorean [6]. Other signature items include the 3D Voluming Gloss, the Glowy Smoothie Tinted Lip Balm — described by the same retailer as having melon-inspired shades and a "smoothie scent" — and the More Mood Eyeshadow Palette.

fwee describes its products as cruelty-free, stating that none are tested on animals, and as vegan, made with plant-based ingredients [11]. No hero ingredients or formal third-party certifications are disclosed in the available sources.

fwee sells through multiple channels. Its authorised outlets include the brand's own US website, an Amazon US store, Olive Young Global, StyleKorean and TikTok Shop, and the brand has noted a partnership with the US retailer Ulta [4]. It operates offline stores in Korea, Japan, Vietnam, Hong Kong and Taiwan, and opened its first US store, in New York City, by 2025 [5]. The parent group reports that more than 70 percent of its sales now come from outside Korea.

fwee is active. Its official site carried a 2026 copyright and listed current product lines and offers, including a "Smoothie-Like Lip Balm" and "Long-Lasting Dual" items [4]. The brand reached the Nordic market through retailers in Sweden and Denmark. Its parent company, BeNow, continued to expand internationally and was working towards a stock-market listing as of 2026.