Klavuu

Klavuu is a South Korean skincare and cosmetics brand based in Seoul, known for building its formulas around pearl and marine-derived ingredients. It describes itself as Korea's first "marine pearl" cosmetic brand, combining natural pearl, essential oils and marine plant extracts in its products [7]. The brand launched in 2016 and remains commercially active, with current product lines and 2025-2026 listings on its official site [4].

Sources differ on exactly when the company began. The editorial outlet K-Beauty Insight records that the parent company was established in 2015 and that the Klavuu brand itself launched the following year, in 2016 [4]; some retailer profiles simply state that Klavuu was "established in 2016" [6]. The 2015 date refers to the parent company's incorporation, while 2016 marks the launch of the Klavuu brand.

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

The name Klavuu is drawn from two Swedish words, "Klar" (clear) and "Vuu" (view), intended to signal clear skin and clean products. The brand pronounces it "Kla-view." Klavuu opened a flagship store in 2017 in Myeong-dong, one of Seoul's main shopping and tourism districts [4], a period in which the brand gained wider popularity.

Klavuu's positioning rests on the idea that cleanliness alone is not enough. Its tagline, "Just Clean is not always Good," frames a focus on skin that is healthy as well as clean, achieved through ingredients the company describes as safe and scientifically proven. The brand says it is "concerned about clean skin, a clean world, and a better tomorrow" [5].

Marine and pearl ingredients are central to the brand's identity. According to retailer profiles, Klavuu draws on pearls and marine-based ingredients alongside what it characterises as traditional Korean skincare combined with modern scientific methods.

The brand's catalogue spans toners and mists, ampoules and serums, creams, masks, cleansing, sunscreen and colour cosmetics. Its products are organised across several lines, including Original, Boosting and Real Vegan, the last marketed under "Real Vegan" branding for items such as a vegan collagen ampoule and a vegan zinc sunscreen.

Signature products recur across the brand's "Pearlsation" ranges. These include the White Pearlsation Revitalizing Pearl Treatment Toner, described by retailers as having hydrating and brightening effects, and the Pure Pearlsation Divine Pearl Cleansing Oil [6]. The Blue Pearlsation line features marine collagen, including a High Coverage Marine Collagen Aqua Cushion.

In 2021 the brand shifted toward what it calls "cleanical" beauty — a blend of clinical science and sustainability. As part of this direction it began upcycling discarded cypress branches from Jeju Island into cypress water, distilled at low temperature, and adopted containers made from recycled plastic and biodegradable paper [4]. The company frames this as adding value to used materials by favouring upcycling rather than recycling alone.

Klavuu has worked with several Korean celebrities as brand ambassadors, including the actress Cha Ye-ryun in 2018, Seo Ye-ji in 2019 and the actor and singer Rowoon in 2020 [4]. Its products have also appeared in Korean television, including the JTBC drama "Senior, don't put that lipstick on."

Klavuu is an active brand. Its official site carries current "Real Vegan" and "NOW, CLEANICAL" lines and lists 2025-dated products, with inventory timestamped into January 2026 [3]. The company's products are sold through a multi-channel network: Korean retailers such as Olive Young, Lotte Duty-Free and Chicor, and international channels including Soko Glam in the United States and Amazon across Europe and Asia, along with outlets in Southeast Asia and the Middle East [4].