By Wishtrend

By Wishtrend is a South Korean skincare brand founded in 2015 and based in the Gangnam district of Seoul [1]. It belongs to Wishcompany Inc., a beauty content and commerce group, and developed out of the company's Wishtrend e-commerce platform and its skincare community. The line concentrates on high-functioning, ingredient-led skincare, and is sold internationally across more than 70 countries.

The brand is best known in K-beauty circles for its Pure Vitamin C 21.5% Advanced Serum, a high-concentration vitamin C treatment that has become its most widely reviewed product. By Wishtrend remains active, with a current storefront and recent product launches.

By Wishtrend grew out of Wishtrend.com, a global e-commerce platform run by Wishcompany. According to the company, the brand was created as its own high-functioning, hypoallergenic skincare line after gathering feedback from more than 500,000 customers on the platform [2]. The brand frames this community origin as central to its identity, describing itself as "a brand originated from a diverse global community."

The founding year of 2015 refers to the By Wishtrend brand specifically. Its parent, Wishcompany Inc., dates to 2010, while the Wishtrend platform from which the brand emerged has been cited as launching in 2011 [3][4]. By Wishtrend operates alongside Klairs, the group's other principal skincare brand.

By Wishtrend positions beauty as a matter of individuality rather than uniformity. Under the slogan "You are the standard," the company says it aims to "accompany every journey of discovering one's own sense of beauty" [5]. Its stated approach pairs high-functioning formulas with what it calls uncomplicated ingredient information and easy-to-follow routines, presenting effective skincare in what the brand describes as "a fun and easy way, not mundane or complicated."

The range sits in the accessible, indie price tier and is built around recognisable active ingredients rather than proprietary complexes.

The brand's catalogue is centred on serums, toners, creams, cleansers, patches and sheet masks, organised largely around hero ingredients. Its most prominent product is the Pure Vitamin C 21.5% Advanced Serum, which combines 21.5% L-ascorbic acid with sea buckthorn (vitamin tree) water, alongside ingredients such as sodium hyaluronate, panthenol and allantoin [6]. Reviewers note that at this concentration it is generally suited to those already experienced with vitamin C. Across K-beauty editorial blogs and retailers, it stands as the brand's most reviewed product [6].

Other lines extend the same ingredient-first logic. A Mandelic Acid range uses mandelic acid, a gentler exfoliating acid derived from bitter almonds, in products including the Mandelic Acid 5% Skin Prep Water and a Dark Spot Correcting Serum [7]. Ceramide and matcha pairings appear in the Matcha & Ceramide Milky Serum and related items, while bakuchiol, a plant-derived alternative to retinol, features in a Pore Smoothing Bakuchiol Serum.

By Wishtrend operates on a multi-channel model. Beyond its own site and the Wishtrend marketplace, the brand reports availability in over 70 countries and through more than 1,000 channels, naming retailers such as ULTA, JCPenney, Costco Next, iHerb, Amazon and Soko Glam [8]. It has also entered offline retail, including the UK department store Selfridges and the global apparel brand & Other Stories. In 2021 the brand launched at JCPenney Beauty in the United States [9].

By Wishtrend is certified cruelty-free by PETA. The organisation states that neither the brand's ingredients nor its finished products are tested on animals, and that its suppliers and third parties follow the same standard [10]. The brand is not fully vegan, though it offers a selection of vegan-friendly products, including the Pure Vitamin C 21.5% Advanced Serum, which is described as vegan and cruelty-free.

By Wishtrend is active. It operates under Wishcompany Inc. with a live storefront, recent launches such as its Matcha & Ceramide line, and broad international distribution.