Article at a Glance

Wishcompany, a beauty brand and commerce company that has explored the business potential of a different content grammar since the early days of YouTube’s rise, established its channel identity early on with consistent content and has pursued a long-tail strategy using archived content. It created informational content designed solely for consumers, even giving up ad revenue, and targeted niche markets in each country through language diversification to expand its influence across dozens of markets. In addition, it has refined its global commerce platforms from the early stage of its business through cross-border positioning. These strategies have won overwhelming support overseas in particular and are translating into purchases. Its in-house YouTube channel, “Wishtrend TV,” became the first corporate account of a single beauty brand to reach 1.7 million subscribers.

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“1.7 million.”

As of the end of August 2021, that was the subscriber count for “Wishtrend TV,” the YouTube channel of “Wishcompany,” a beauty brand, content and commerce company. It is a figure unmatched in Korea for a single corporate account. Many companies recognize the importance of YouTube and video content, but few have actually used them in marketing to generate a strong response. That is why Wishcompany’s content marketing and branding efforts stand out all the more.

Wishcompany is a cosmetics company that owns the sensitive skincare brand “Dear, Klairs” and the high-performance skincare brand “By Wishtrend.” It promotes “Cruelty-Free,” which means no animal testing, and “Vegan-Friendly,” which avoids the use of animal-derived ingredients, and became the first Korean beauty brand to receive vegan certification in Korea.

Wishcompany secured 100,000 subscribers within 2 years of opening its own corporate YouTube channel in 2013, and 4 years later, in May 2019, became the first Korean beauty brand company to surpass 1 million subscribers. The pace of subscriber growth accelerated further, exceeding 1.7 million as of the end of August 2021. That is not all. Looking at all social media related to the Wishcompany brand worldwide (about 40 social media platform channels, including TikTok and Instagram), the total number of subscribers rises to 5 million. With its emphasis on social media marketing through platforms such as YouTube, where time and space are less important, about 90% of total sales come from overseas. Actual sales also take place mainly on overseas online commerce platforms such as Amazon in the United States, allowing the company to fully demonstrate its capabilities as a cross-border business.

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