Haruharu Wonder is a female-owned Korean skincare brand celebrated for its gentle, efficacy-driven approach to barrier care and technological advancements in the category. 

Expanding deeper into the U.S. market, the brand is bringing its philosophy of “slow beauty” and accessible skincare to Target customers across the country. 

Within just five years, Haruharu Wonder has expanded into over 150 countries, available at over 90 retail partners worldwide. 

Brand Founder and CEO, Jae Won Jeong, said,

“We believe skincare isn’t just a task, it’s a moment to care for yourself. Too often, skincare becomes a rushed step in a long to-do list. We invite customers to slow down; even for just five minutes and see their routine as an act of self-kindness.”

Inspired by the Korean phrase “haruharu” meaning “day by day,” Haruharu Wonder transforms skincare into intentional daily rituals that nurture both skin and spirit. 

Every Haruharu Wonder product is designed with genuine empathy and care for others, from vegan, cruelty-free, and fragrance-free formulations, up-cycled ingredients, and intentional packaging. 

Packaging includes braille and boxes designed with a gentle curvature to make them easy to open. The brand hopes that everyone can enjoy the wonder of showing care to their skin.

Haruharu Wonder visibly enhances and enriches skin, helping every customer feel more confident, balanced, and alive with wonder every day.

Science Backed Formulas

Operating out of the brand’s in-house laboratory, Haruharu Wonder specializes in a signature black rice fermentation process that takes over 400 hours to complete. The brand also uses a proprietary Ultra-Deep Technology delivery system that captures and amplifies the natural potency of ingredients.

This approach unlocks more antioxidants, making the fermented black rice 16 times more powerful than traditional white rice, delivering formulas that are both gentle and efficacious—ideal even for sensitive or reactive skin. 

Currently, Haruharu Wonder stands as the pioneer in the use of black rice.

Target available products include:

• Black Rice Moisture Cleansing Oil
• Black Rice Triple AHA Gentile Cleansing Gel
• Black Rice Hyaluronic Toner Free of Alcohol Fragrance
• Black Rice Probiotics Barrier Essence
• Black Rice 5 Ceramide Barrier Moisturizing Ceram

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