Dear, Klairs (often referred to simply as Klairs) is a popular South Korean skincare brand known for its minimalist, effective formulas designed especially for sensitive skin. Founded in Seoul in 2010, the brand operates under the cosmetic powerhouse Wishtrend (Wishcompany Inc.) and has cultivated a global cult following.

Brand Philosophy & Values

Klairs operates under the philosophy of “Simple but Enough,” focusing on using only the most necessary and effective ingredients to restore skin balance, without unnecessary irritants.

Key ethical and value-based principles include:

Sensitive Skin Focus:
All products are formulated with a deep respect for sensitive skin and undergo primary skin irritation testing.

Clean Formulation:
The formulas are free of colorants, alcohol, parabens, and artificial fragrances.

Cruelty-Free & Vegan:
Klairs has been a cruelty-free brand since its inception and is continuously transitioning to fully vegan formulas, with many products already vegan-certified by organizations like PETA.

Sustainability & Transparency:
The brand is committed to ethical sourcing, using eco-friendly practices like FSC-certified paper and soy ink packaging, and running product recycling campaigns.

Product Lines & Bestsellers
Klairs offers a range of products for a complete skincare routine, gaining popularity through word of mouth for their high quality and gentle nature.

Supple Preparation Facial Toner:
A global bestseller known as the “artisan of toner” in Korea, this product is formulated to balance skin pH and provide deep, long-lasting hydration.

Freshly Juiced Vitamin Drop:
A gentle yet effective serum containing 5% pure Vitamin C, designed to brighten the complexion, fade dark spots, and reduce signs of aging without irritating sensitive skin.

Midnight Blue Calming Cream:
A distinctive blue-hued cream, naturally colored by guaiazulene extracted from chamomile oil, used to soothe irritated, acne-prone, or sun-exposed skin.

Rich Moist Soothing Line:
A range of products, including a serum and cream, designed for dehydrated and sensitive skin, enriched with ingredients like shea butter and ceramides to lock in moisture.

Global Presence
While originating in Seoul and operating a flagship lifestyle store called “Klairs Seoul”, the brand has a significant global reach. Its products are available in major online and offline retailers across 64 countries, including the US, Europe, and Southeast Asia