Klairs

Klairs is a South Korean skincare brand based in Seoul, built around minimalist formulations for sensitive skin. It is owned by the Korean company Wishcompany and is sold globally under the name "Dear, Klairs." The brand is best known for its Supple Preparation Facial Toner and for a positioning summed up in its slogan, "Simple but enough" — the idea that skin needs a small set of essential, well-chosen ingredients rather than complicated routines.

The brand remains active and globally distributed. Through its parent, it reaches dozens of international markets, and in 2026 it expanded its US retail presence with a debut in OLIVE YOUNG's first American stores.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Sources disagree on exactly when Klairs began. The brand's own history page states it was founded in 2009 as a small cosmetics company in Seoul focused on gentle products for sensitive skin, a date corroborated by the independent review site Honest Brand Reviews, which records it as "established in Seoul, South Korea in 2009" [4][7]. The brand's separate global "About us" page and the Wishtrend blog instead say it "began in 2010" [5][6]. The earlier date matches the brand's claim of cruelty-free certification "since 2009," while the 2010 figure aligns with the founding year of its later parent company; the exact year is uncertain.

According to the brand, products are personally curated by chief executive Ryan Soungho Park. The company describes its long-running aim as serving people whose skin reacts easily, offering what it calls functional solutions that go beyond soothing to restore the skin's balance.

In July 2012, Klairs was acquired by Wishcompany, a South Korean distribution firm, and the brand was renamed "Dear, Klairs" [4][7]. The company explains the new name as "a letter to a fictional girl, Klair, who suffers from sensitive skin," framing each customer interaction as something written and addressed to one person.

By the mid-2010s the brand had built an international following and distribution across roughly 15 countries. Its growth was carried largely by word of mouth; the company says it built its reputation through customer reviews rather than costly marketing. In 2019 it reported receiving more than 20 awards in Korea and abroad, and its Supple Preparation Facial Toner passed one million bottles sold [6].

Klairs is owned by Wishcompany, the Korean firm that acquired it in July 2012. Wishcompany — itself established in 2010 — also operates the retailer Wishtrend and the sister skincare label I'm From, and distributes its brands to international markets. The acquisition is what prompted the shift to the "Dear, Klairs" name.

Klairs presents itself as a minimalist K-beauty brand for sensitive skin. Its approach rests on three stated pillars: "Simple but enough," "Basic but ultimate," and "Mild but powerful." The company frames these as a complete but uncluttered routine, built from effective everyday ingredients rather than novelty actives — it describes its products as effective and simple, "without special unique ingredients."

The brand positions its formulas as free from artificial fragrance, parabens, alcohol and other additives it considers unnecessary irritants, and says every product undergoes skin-irritation testing on sensitive skin. It markets itself as high quality at accessible prices, and frames its goal as not only skincare but, in its words, "a more mindful, balanced life."

The brand's defining product is the Supple Preparation Facial Toner, nicknamed the "Holy Grail Toner," which surpassed one million bottles sold [6]. Other recognised products include the Midnight Blue Calming Cream, the Freshly Juiced Vitamin C Drop, and the Soft Airy UV Essence SPF 50+, a sunscreen that the company says ranked first in Glow Pick's sunscreen listing within three months of launch and won several awards that year.

More recently the brand has centred attention on the Blue Youth Activating Drop, a serum using azulene, an ingredient derived from chamomile valued for calming redness. In a 2026 guide to azulene, Allure named the serum a dermatologist's top pick for stressed or redness-prone skin, noting that it "absorbs almost instantly" [8]. The line is described as fragrance-free and formulated for daily use across sensitive skin types.

Klairs identifies as cruelty-free and vegan. It states it has been certified cruelty-free by Korea Animal Rights Advocates (KARA) since the brand's foundation [7], and that it has moved fully to vegan formulations, having previously used ingredients such as honey. Vegan certification is attributed to PETA on its US site and to The Vegan Society and the Korea Agency of Vegan Certification and Services on its global site [5]; the certifying bodies differ by market. The company also states it uses sustainable packaging and shipping, and lists "Be more Sustainable" and "Coexist with Animals" among four core values.

Beyond the awards reported in 2019, the brand has drawn editorial and business-press coverage. Allure has featured its azulene serum, and in 2026 Business Insider reported on the brand's expansion into OLIVE YOUNG's first US stores. Its Supple Preparation Facial Toner is frequently cited as a K-beauty staple.

Klairs is active and distributed globally through Wishcompany. As of mid-2026 the brand was running a US press wave around its OLIVE YOUNG US store debut, a "Song of Skin" pop-up in New York, and the launch of its Blue Youth Activating Drop [9].