Everything You Need to Know About the Viral K-Beauty Brand Fwee

One of the leading names in K-beauty is Numbuzin, a skincare brand specializing in tailored solutions. Their products are categorized by numbers, each representing a specific skin concern they were designed to address. This knack for framing beauty as a personal experience was inherited by Fwee, which is its sister brand.

Fwee's makeup products were designed for everyday looks, serving as tools for individuals to express their evolving moods. As written on their website, they “celebrate individuality with shades that spark creativity and formulas that feel as good as they look.”

The beauty brand aims to transform daily, often mundane experiences into something more vibrant and extraordinary. They are not confined to a single definition of what K-beauty is meant to look like, either. After all, each day brings a different experience that may call for a different look.

Fwee was not always the cheerful brand that it is now known and loved as. In an interview with Korea’s Ministry of Culture, Sports and Tourism, brand director Min An-na talks about how Fwee stands out from the rest, especially in the middle of an overwhelming K-beauty wave.

Before its successful rebrand, Fwee offered numerous products, but was particularly popular for its cushion compact. Its extreme portability and lightweight formula allowed makeup lovers to seamlessly cover their skin’s texture whenever they wanted. However, it had no other recall apart from being “a brand with a good cushion compact.” With this, An-na drew on everything she had learned from her 15 years of experience to create a new, unique image for Fwee.

“Fwee is an exclamation when you're in a good mood,” she said, explaining the origin of the name. “Exclamations are spontaneous, so I came up with the concept of colorful moments”—and these, according to her, are the random times in our everyday lives when we experience something that makes us feel good and happy.

Eye-catching and recognizable, Fwee’s items are housed in containers of vivid colors that convey a feeling of freshness. They usually take on an atypical circular shape that easily communicates that the product is by Fwee, even before seeing any brand logo.

Needless to say, the virality of Fwee goes beyond these external factors—they genuinely excite the beauty community with their range of shades and formulas, too.

The beauty industry has seen countless crossovers with food. Fwee followed suit, and with the Blurry Pudding Pot, they earned a spot on beauty lovers’ dessert menus—or makeup kits, rather.

With a “fluffy pudding formula,” the product boasts a soft and bouncy texture that’s simply irresistible. This is what allows it to provide the “benefits of cream blush and powder blush.”

The Blurry Pudding Pot was designed to give the lips and cheeks an airbrushed look. A little goes a long way, so the natural flush of color can be easily achieved and built on.

Currently, 35 shades are listed on Fwee’s website. With that said, you’ll surely find the perfect one that suits your evolving moods and feelings—whether that’s nude, coral, and pink, or red, mauve, and rose.

For a healthy glow, the Glowy Jelly Pot does the job. As a multi-use balm, it adds a vibrant and dewy hue to the lips and cheeks.

Similar to the Blurry Pudding Pot, the Glowy Jelly Pot is reminiscent of a delectable sweet treat. It’s bouncy formula applies smoothly, bringing that soft and radiant finish.

It’s your best bet for an effortless high-shine glow without the stickiness. Among its 18 shades are diverse and flattering colors, including one that comes with more shimmers or pearl pigments to add an extra touch of sparkle on the face and body.

Let’s get this straight: the 4D Voluming Plumper is not for the weak. It even challenged one of the OG makeup gurus, Jeffree Star—and it also got his star of approval.

True to its name, the 4D Voluming Plumper visibly volumizes the lips. Expect a spicy and tingling sensation when you apply it. According to Fwee, this feeling may begin within a minute and last up to an hour, but it may differ according to the amount applied and the condition of the lips. If you can make it through, you may find that the full plumping effect makes the pain all worth it.

Beyond the fuller look and the glossy finish, the plumper also hydrates and moisturizes the lips with Rosehip Oil, a nourishing ingredient that also helps minimize irritation.

Filipino makeup artists are also starting to make space in their kits for Fwee. Xeng Zulueta, for instance, shared a TikTok about the 3D Voluming Gloss.

Each individual has their own preferences for color payoff, and Fwee certainly took note. The 3D Voluming Gloss allows beauty lovers to choose between 30% and 70% pigmentation, catering to specific wants without changing the formula.

Whether you like them sheer or a bit more opaque, the 3D Voluming Gloss makes the lips look glazed and juicy. They gloss over fine lines and wrinkles, and last for hours. If you can’t choose a shade, the cola-inspired ones are a great place to start.

Fwee keeps it consistent with multi-tasking products, and the Long-Lasting Dual Coloring Stick Lip+Liner is proof. On one end is a precise liner to define the shape of the lips, and on the other end is a color stick to fill in the pout (which you can also use to add a touch of color to your cheeks).

Both of them have long-lasting formulas that glide on easily, and stay in place without budging or smudging. Comfortable, buildable, and non-sticky, it can surely ease its way into your on-the-go beauty kit. It pairs exceptionally well with the 3D Volumizing Gloss, that Fwee started offering them as a set.