Klairs Brand Guidelines: Wishcompany’s 2010 Seoul Skincare Label and Its 2025 Capital Letters

A content company with a skincare label.

Klairs, written by its owner as Dear, Klairs, is the skincare brand of Wishcompany, a beauty and content company with its head office in Seoul’s Gangnam district. Edaily, in an interview with the company published in June 2026, said Wishcompany was founded in 2010 by its chief executive, Soungho Park, who had worked at Cheil Industries and at the market-research firm Nielsen before starting it. The brand’s own website also gives 2010 as the year Klairs was founded.

From early on the company looked abroad. Edaily reported that Park was drawn from the start to content-led commerce aimed at overseas shoppers, and the business grew up around Wishtrend, its online shop and media name; its YouTube channel, Wishtrend TV, had about 1.81 million subscribers by June 2026, the paper said. In August 2023 EBN reported, from the company’s own account, that Wishcompany had begun selling abroad with Dear, Klairs in 2013 and had entered Vietnam in 2015.

Klairs is not the company’s only label. Wishcompany also sells By Wishtrend, a second skincare brand; in 2023 EBN listed a third, elmt, and in 2026 Edaily added a wellness brand, Mindnook. In those reports Klairs is the one the company presents as its lead skincare brand. The workforce has an international mix to match: as of June 2023, EBN reported, about 8 per cent of Wishcompany’s staff were foreign nationals, and its brands were then on sale in 63 countries across Asia, Europe and North America.

Toners, drops and ambassadors.

Klairs presents itself as a brand for sensitive skin, and its range is built around a few long-running lines. One of its earliest products is the Supple Preparation Facial Toner, which Insight reported in July 2019 had been sold since 2012; the website now also lists an unscented version. Two serums lead the range abroad: the Freshly Juiced Vitamin Drop and the Midnight Blue Youth Activating Drop, a blue ampoule that Korean press calls the Blue Drop. Those two were the Klairs products picked for Olive Young’s American stores in 2026, Edaily reported.

The names do much of the brand’s work. “Supple Preparation,” “Freshly Juiced” and “Midnight Blue” are descriptive, almost conversational titles, and the colour of the Midnight Blue line has become a campaign theme in its own right: in February 2025 Cosinkorea reported that the brand’s campaign in Vietnam, titled “Fresh Love in Vietnam,” was built around that line. Edaily reported in 2026 that the company also meets customers and creators in person to gather comments on its products, where customers write down suggested improvements.

The company’s marketing has also leaned on sport and music. In February 2025 Sidae reported that Wishcompany had named Kim Do-yeong, an infielder for the Kia Tigers baseball team, as an official Klairs ambassador, which the company described as the brand’s first ambassador appointment; the paper repeated that the brand had begun in 2010. That same month Cosinkorea reported that Kien, a member of the boy band ARrC, had been named the brand’s local ambassador in Vietnam, in what the company said was its tenth year in that market.

Labels the brand carries are given here as it states them. Its website says Klairs has been cruelty-free since its founding in 2010, lists products registered with The Vegan Society and with the Korea Agency of Vegan Certification and Services, and says its vegan formulas carry PETA certification. The same site describes Klairs Seoul as the brand’s flagship store in the city, a shop that also hosts events and brand collaborations.

Design and documentation.

The Korean skincare brands in this group introduce themselves through a small set of fixed elements: a short coined name, a plain wordmark, and product names built from a line name and a format, so that a toner, a cream and a pad from the same family share their first words. COSRX explains its name as “Cosmetics + Rx” and writes it in capitals; Dr.Jart+ glosses its name as “Doctor Joins Art” and, in a 2018 redesign by Pentagram, turned the plus sign into a mark for its different lines.

Export shapes how these brands appear. Their online shops speak to buyers in more than one country, and the dated press tracks how two of them reached shelves abroad: Dr.Jart+ entered the American market with Sephora in 2011, according to English Wikipedia, and Chosun Biz reported in 2025 that COSRX was sold in about 150 countries. Campaigns follow the same route, from outdoor screens in Times Square to K-pop ambassadors named in a launch.

Several have been bought by larger groups, and this guide describes those deals plainly, by date and stake. Amorepacific took a 38.4% stake in COSRX in 2021 and moved to 93.2% in 2023; Estée Lauder invested in Have & Be, the company behind Dr.Jart+, in 2015 and completed its purchase in December 2019. Where a brand remains independent, the guide says so only where a dated source does.

Each entry draws on corporate pages for founders, owners and export markets, and on dated independent press for anything beyond the company’s own word. Product lines are named as the companies publish them; the guide does not describe what the products do, and the palettes and typefaces shown are an unofficial interpretation rather than any brand’s own.

From italics to capitals.

The clearest design record is the 2025 rebrand. On 13 June 2025 ZDNet Korea reported that Wishcompany had redesigned Dear Klairs: the logo moved away from its earlier combination of italic lower-case letters to upright capitals with a firmer look and restrained decoration, meant, the company said, to express care and seriousness. The packaging was pared back so that the main ingredients read at a glance. The new design made its debut on two products, the EGF Blue AC Calming Serum and the EGF Blue Calming Toner Pad, launched on the Musinsa platform. It framed the change as a more modern and confident image built on what it calls thoughtful respect.

The brand has since moved into physical shops in the United States. In May 2026 Hankyung’s business magazine reported that Klairs and By Wishtrend had been chosen for Olive Young’s American stores; Edaily named the three serums chosen, the Vitamin Drop and the Midnight Blue drop from Klairs and the Pore Smoothing Bakuchiol Serum from By Wishtrend. As of June 2026, Edaily said, the company’s products were sold in about 80 countries through some 10,000 online and offline channels, with about four-fifths of its business abroad.

For a design guide, Klairs shows how a brand can trade soft italics for steady capitals while keeping the conversational product names its customers already know. Compare COSRX, another Korean skincare brand sold widely abroad, and Amorepacific, the Seoul beauty group. For this guide we use a midnight blue, a pale mist and a warm citrus with a serif, an unofficial interpretation; no product or logo is reproduced.

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