Launch Date: April 2019

Geography: Seoul, South Korea

Founders:

• Jae won Jeong, Co-Founder + CEO
• Yun Suk Roh, Co-Founder + Chief Financial Officer

2026 Full Year Projected Revenue: $50M - $75M

Primary Category: Skincare

Other Category: Bodycare

Funding: Self-Funded

Primary Distribution Channel: Mass

Other Distribution Channel: Amazon

Key Retail Partners:

• Target
• Amazon
• DTC

Key Markets:

• United States
• United Kingdom
• Italy

2026 Projected Offline Distribution Points: ~3,000

Haruharu Wonder is a Korean skincare brand that believes in gentle innovation. With a foundation in clean, plant-powered ingredients and fermentation science, the brand is best known for its best-selling Black Rice skincare line, which supports skin barrier health, hydration, and resilience. Haruharu Wonder formulates with naturally derived ingredients, avoids unnecessary fillers or fragrances, and emphasizes eco-conscious packaging and transparency.

Haruharu Wonder has earned global attention for its minimalist aesthetic, accessible pricing, and visible results—offering a skincare experience that feels both effective and comforting. Loved by skincare beginners and ingredient experts alike, Haruharu Wonder is on a mission to make high-performance Korean skincare approachable for all.

Insights: Jae won Jeong, Co-Founder + CEO

Why now and why you?

For Haruharu Wonder, we’ve seen that lots of global consumers are looking for skincare that’s both results-driven and joyful; they want to care for their skin without it feeling clinical or overwhelming. K-beauty really embodies that philosophy. Globally, I think we’re all craving a balance between performance and self-care, and K-beauty has been delivering that for years. We focus on gentle yet powerful formulations, innovative ingredients like fermented black rice, and sensorial textures, and that combination is now resonating beautifully on the global stage.

What fuels your competitive advantage?

From the very start of Haruharu Wonder, it was important to me that our products were accessible without compromising on quality. In Korea, we’ve learned how to maximize efficiency, working with our own lab and other world-famous manufacturers, focusing on core ingredients that deliver, and avoiding flashy, wasteful packaging. We invest in what matters: formulation. I want our customers, whether in Korea or the US, to feel they’re getting luxurious, effective skincare at a price that’s fair. That’s a core value of the brand, and it’s one of the reasons I think K-beauty resonates so strongly internationally.

What’s your proudest accomplishment to date?

I don’t feel like I’m “there” yet because there is still so much I want to build and improve, but I am very proud of how far our small team has come together.

What means the most to me is that we built Haruharu Wonder slowly, intentionally, and with real care. We didn’t take shortcuts. We focused on gentle formulas, honest communication, and creating products that genuinely help people’s skin.

Seeing our customers share their daily rituals, or hearing that our products made their skin feel healthier or more confident—that’s what I’m proud of. Not a specific milestone, but the trust we’ve earned day by day. And I want to continue improving and growing from here."

What is the one thing you wish someone had told you?

I wish someone had told me that you don’t have to be the loudest person in the room to build something meaningful. Quiet leadership is still leadership, and it can be powerful. For a long time, I thought I had to change who I am to succeed. Now I’ve learned that sincerity, consistency, and kindness can take you very far.

What would you tell your past self before starting this journey?

I would tell myself that there will be challenges but none of them mean you’re not capable.

Keep going, even when you feel unsure; the small steps will turn into something bigger than you imagined.

What does success look like in the next 3-5 years? 

For me, success in the next 3-5 years is a mix of meaningful growth and meaningful impact. Of course, we hope to reach strong financial milestones and build Haruharu Wonder into a healthy, sustainable global business, especially as we expand in the US.

But equally important is cultural relevance: becoming a brand that people trust, talk about, and emotionally connect with. If our products continue to help people feel cared for in their daily rituals, and if we can grow without losing our sincerity and gentleness, that is what success looks like to me.

What's one industry trend that is overhyped, and what's being overlooked? 

I think one trend that’s a bit overhyped is the constant chase for “instant transformation” products; the idea that your skin should change dramatically overnight. It creates unrealistic expectations and unnecessary pressure for consumers. What’s often overlooked is the importance of long-term skin resilience: barrier health, gentle formulations, and ingredients that support your skin day by day. We see the best results not from extremes but from consistency and calmness. That’s where real transformation happens.

How do you think the industry needs to evolve?

I think the industry needs to evolve toward more honesty and gentleness, both in how we formulate and how we communicate. Consumers are overwhelmed with loud claims, fast trends, and pressure to constantly fix something. The future should be about helping people feel safe, cared for, and confident in their skin, not chasing perfection. More empathy, more patience, more trust. That’s the direction I hope the industry moves in.

If you could wave a magic wand, what one wish would you make for your business?

If I had a magic wand, I would want Haruharu Wonder to reach people not just as a skincare brand but as a small moment of comfort in their day. My wish is for everyone who uses our products to genuinely feel cared for; to feel a bit calmer, softer, and more confident in their own skin.