KLAIRS

Klairs Philosophy and Origin

South Korean skincare brand „Klairs“, established in 2009, quickly gained a foothold in the international market by offering a distinctive philosophy. Its essence lies in minimalist, yet scientifically proven and effective formulas, purposefully developed for sensitive skin. This approach represents a critical return to essential skincare principles, emphasizing that only carefully selected, functional ingredients are sufficient for effective skin performance. Klairs’ core concept „Paprasta, bet pakankama“ (Simple, but Enough) becomes a direct response to often overly complex and unnecessary market trends, offering a thoughtful, sustainable alternative.

Brand Evolution and Dialogue with Consumers

A crucial catalyst for Klairs’ evolution and mission strengthening occurred in 2012 when the brand was acquired by Wishcompany founder Ryan Soungho Park. His personal experience with sensitive skin played a decisive role. This acquisition further reinforced the commitment to developing products that are not only appealing but, most importantly, scientifically sound and beneficial for skin health. From that moment, Klairs actively fostered close dialogue with consumers, which was reflected in the brand name change to „Dear,Klairs“. This name embodies a direct address to „Klair“ – a hypothetical person facing sensitive skin challenges – and emphasizes continuous, attentive listening to customer needs.

Consumer Insights and Product Development

An empirical approach, based on comprehensive consumer feedback, is the fundamental cornerstone of Klairs’ product development process. A prominent example of this is the bestseller „Supple Preparation Facial Toner“, carefully reformulated taking into account insights provided by consumers. These improvements included an increased volume, replacement of synthetic fragrance with natural components, optimized skin moisture retention function, and the choice of more sustainable packaging. Klairs’ strategy encompasses responsible evaluation of market innovations and targeted elimination of unnecessary ingredients that could potentially irritate the skin. Instead, the brand consistently focuses on time-tested and scientifically proven, skin-essential components, ensuring maximum effectiveness and safety.

Strict Ingredient Selection

Klairs’ ingredient selection process is characterized by exceptional strictness and consistency. You won’t find any unnecessary fillers in the formulas; only the highest quality components are used, carefully selected based on their scientifically proven and precisely determined effect on skin condition. Furthermore, all Klairs products are developed without potentially harmful chemical additives, such as:

• Alcohol
• Parabens
• Artificial colorants
• Synthetic fragrances

Aiming to ensure maximum skin tolerance and reduce the risk of irritation.

Ethical Principles and Veganism

Since its inception, Klairs has adhered to strict ethical principles, which are an integral part of the brand’s identity.

• Cruelty-free: The brand is certified as not conducting animal testing, as evidenced by the seal of the Korea Animal Rights Advocates (KARA) association.
• Veganism: Currently, Klairs is actively taking steps to become a fully vegan brand, consistently eliminating any animal-derived ingredients from its formulas.

Global Reach and Mission

Despite its distinctive, value-oriented, and principled approach, Klairs products are already available in more than 15 countries. They have earned the trust of tens of thousands of international consumers, confirming their effectiveness on a global scale. Klairs’ mission is to democratize high-quality skincare, making it accessible to a wide audience, regardless of age or ethnicity, and offering an optimal balance of effectiveness and price.Ultimately, the brand’s effectiveness is based on a fundamental principle: skincare does not have to be complicated. Its true essence lies in thoughtful simplicity and scientifically based, proven solutions.