Wish Formula

Wish Formula is a South Korean skincare brand based in the Gangnam district of Seoul and operated by Cotterang Co., Ltd. (코떼랑) [2]. It specialises in fermentation-based skincare, and is known in K-beauty circles for exfoliating pad products such as the C200 Bubble Peeling Pad. The brand sells both a consumer homecare line and a professional range aimed at aesthetic clinics and dermatology practices, and remains active: as of 2026 its consumer store and its business-to-business mall are both live with a current catalogue.

Wish Formula is the skincare brand of Cotterang Co., Ltd., a Korean cosmetics group. Its founder and representative is Yu Chang-seon (유창선). The company is headquartered in Seoul's Gangnam-gu district.

The brand's own website does not state a founding year for Wish Formula. The parent company Cotterang is dated to 2008 by an independent K-beauty editorial account, which also describes "12 years of experience and presence in the k-beauty market" as of a 2020 article [4]. That 2008 date therefore reflects the parent company's establishment rather than a separately documented launch year for the Wish Formula sub-brand, which is not independently recorded.

Both Wish Formula and a second brand, Ucine Beauty, belong to Cotterang, described as a cosmetics group in South Korea [4]. The consumer business trades under the wishformula.co.kr domain, while a separate professional mall operates at wishformula.com.

The company's approach centres on fermentation. According to its brand site, fermented ingredients break down into smaller particles that are absorbed more readily than those in ordinary cosmetics, helping the active compounds in natural extracts reach the skin intact [2]. The brand frames its work as dermatology-based and low-irritant, built on "natural-derived ingredients," and positions itself as a premium skincare specialist offering a "luxury home spa" experience.

Wish Formula's catalogue spans cleansing, toners and lotions, masks, sun care, body care, essences and creams, alongside its signature exfoliating pads. Fermentation runs through the range as its core technology, and the company markets a dual peeling system that pairs a fermented peeling pad with a liquid solution.

Its most widely reviewed product is the C200 Bubble Peeling Pad, a single-use exfoliating pad activated by squeezing to produce foam. It combines alpha hydroxy acids (lactic and glycolic acid), a stable vitamin C derivative, fermented extracts, and hydration agents including sodium hyaluronate and polyglutamic acid [5]. The pad has been reviewed across multiple independent K-beauty blogs and sold through retailers such as Peach & Lily, Amazon and YesStyle, with one reviewer describing it as a "new obsession." Other named products include the Optima 7 Pad, the AHA Vita exfoliating range, a fermented Hydra lotion and toner, and the I'm Pro Ampoule Pad-C.

The parent company holds five patents and more than 20 registered trademarks and design rights, including for its peeling pads and ampoule pad treatments [4].

Wish Formula runs a multi-channel model. Its professional line is sold through a business-to-business mall serving aesthetic and dermatology clients, and editorial coverage reports adoption by more than 1,000 clinics and hospitals in South Korea [4]. The consumer line is available through Korean retailers including Olive Young and Coupang [5], and the brand exports internationally, with reported retail partnerships including Ulta, Rossmann and Lafayette. All products are manufactured in Korea.

Wish Formula was profiled by The Kbeauty Blog in 2020 as a notable K-beauty brand, covering Cotterang's fermentation science, its patents and trademarks, and its clinical adoption [4]. The C200 Bubble Peeling Pad has drawn sustained coverage from independent K-beauty review sites.

The brand is active. As of 2026, both the consumer e-commerce site and the professional B2B mall are live with a current product catalogue and ongoing promotions [1]. Wish Formula is Korea-based with a multi-region export presence.