Haruharu Wonder

Haruharu Wonder is a South Korean skincare brand launched in Seoul in April 2019 by founder and CEO Jae Won Jeong, with co-founder and chief financial officer Yun Suk Roh. Jeong, who was born and raised in Seoul and studied art and design, brought a strong eye for product development and a vibrant brand identity to the company.

The name 'haruharu' means 'day by day' in Korean. The brand describes itself as conscious lifestyle skincare, inspired by the details of daily life and focused on making small but effective changes towards a more sustainable future. Its brand line, 'Better Vegan for All', reflects its vegan, plant-powered formulas and its aim of offering effective skincare at a fair price.

The signature ingredient is fermented black rice, sourced from Anseong in Gyeonggi Province, a region known for rice growing. Haruharu Wonder uses a patented black rice fermentation technology and pairs it with bamboo shoot extract across toners, cleansers, sunscreen and eye care. Bestsellers include the Black Rice Hyaluronic Toner and the unscented Black Rice Moisture Cleansing Oil, and the brand has expanded into lines such as centella and peptides.

For shoppers, Haruharu Wonder is a gentle, low-fuss place to start: double cleanse with the oil and the 5.5 cleansing gel, layer the toner, then finish with the Airyfit sunscreen by day.