Chasin' Rabbits

Chasin' Rabbits is a vegan K-beauty brand based in Seoul, South Korea. It launched in August 2021 on the e-commerce platform Wishtrend [5] and is owned by It's Hanbul Co., Ltd., a Korean cosmetics company that also makes the brand Enature [7]. The brand groups skincare, makeup and body care under the slogan "Chase the Better", and presents itself as a colourful, sustainability-minded take on clean beauty.

The range is positioned at indie-level prices and sold through several channels — the brand's own US store, Amazon and general retailers such as Urban Outfitters and World Market, alongside K-beauty stockists in Europe. The brand remains active, with new product launches and pop-up events documented into the mid-2020s.

Chasin' Rabbits is a house brand of It's Hanbul Co., Ltd., headquartered at 311 Hakdong-ro in the Gangnam district of Seoul [2]. Company records list Jin-Sung Lim as owner. According to the European retailer Haru Haru Beauty, It's Hanbul brings more than 30 years of cosmetics experience and develops the line through what it calls third-generation K-beauty experts [7]; Wishtrend's launch profile similarly described the team as third-generation Korean beauty specialists. No individual founder is named in available sources, and the brand keeps a Shopify-style site without a dedicated history page, so its early development is sparsely documented.

The company frames the brand around the phrase "Chase the Better" and the tagline "Peace. Love. Groove.", with a stated mission of pursuing balance between body and mind [2]. It organises its self-description into three pillars: vegan by philosophy, playful by design, and effective by performance. Four core values appear across its materials — clean beauty, animal welfare, eco packaging and "body balance" — summarised by the brand promise "Better ingredients. Better skin. Better everyday life." [1]

On ethics, the company states that all of its products meet vegan standards [3], and Haru Haru Beauty's profile reports that animal ingredients and animal testing are "completely excluded" [7]. The brand has not published formal third-party certifications in the sources reviewed.

The catalogue spans cleansers, essences, creams and patches in skincare; cushion foundations and tone-up creams in makeup; and body-care items such as patches and cleansing treatments. Several products lean on botanical or fermented ingredients: the Magic Beauty Shroom essence is described as 100% snow fungus, the Mindful Bubble Cleanse pairs activated charcoal with bamboo water, and the Green Golden Ruler cream combines green tea and cannabis seed oil [5]. A G'day Mate sunscreen rated SPF 50+ PA++++ uses fermented Inca Inchi oil. Other listed items include the Bunnyline Smoother, a roll-on for eye and nose wrinkle care [6], and the Apple Jam Scrub Foam, which the brand's own site labels "TikTok viral" [1].

Sustainability is part of the brand's stated positioning rather than a documented certification programme. According to Wishtrend, packaging uses bioplastic containers derived from sugarcane, removable stickers to aid recycling, and reduced packaging materials [5]. Haru Haru Beauty adds that bottles carry easy-peel labels and that, in Korea, refill options are available at zero-waste shops [7]. The brand summarises this as making "sustainable beauty easy to access."

The brand reports winning a Next K-Beauty Final Brand Award in 2021 [2], a claim echoed across several K-beauty retailer profiles. At launch it was profiled by Wishtrend as a "new vegan brand alert" and featured by YesStyle in a vegan five-step routine editorial. No coverage from major mainstream beauty press was found in the sources reviewed.

Chasin' Rabbits is an active brand. Its e-commerce site lists roughly a dozen products, including recent viral launches, and the company has documented pop-up experiences in Korea, Japan, the Middle East and the Philippines [2]. Distribution extends across multiple regions, including European K-beauty retailers.