fwee is a South Korean beauty brand under BENOW Co., Ltd., recognized for combining innovative formulas with stylish, minimalist packaging. The brand aims to make makeup a fun and personal experience by offering products that are easy to apply, comfortable to wear, and suitable for a variety of skin tones and styles.

Its collections feature lightweight, skin-friendly formulas with natural-looking finishes, making them ideal for both beginners and makeup enthusiasts. fwee has gained international popularity through viral social media trends, especially with products like the Blurry Pudding Pot and 3D Voluming Gloss.

Today, fwee is considered one of the fastest-growing K-beauty makeup brands, offering a wide range of lip, cheek, base, and face products that reflect the latest Korean beauty trends.

Brand Information

• Brand Name: fwee (퓌)
• Country of Origin: South Korea
• Parent Company: BENOW Co., Ltd.
• Category: Color Cosmetics / Makeup
• Founded: 2023
• Official Slogan: "Feel Your Moment"
• Positioning: Trendy, youthful, premium K-beauty makeup brand focused on self-expression and wearable colors.