Collection: haruharu wonder

Better Vegan for All.

haruharu wonder is a Korean clean beauty brand rooted in the philosophy of creating effective, everyday skincare through small, meaningful routines. The name “haruharu” translates to “day by day,” reflecting the brand’s focus on simple daily habits that lead to long-term skin health.

Founded in Seoul by CEO Jae Jeong, the brand combines innovative fermented ingredients—like its signature black rice—with 100% plant-powered, cruelty-free formulations. With a strong emphasis on sustainability, haruharu wonder prioritises eco-conscious packaging, vegan certifications, and minimalist formulas that deliver visible results without harsh additives.

Hero & Best Selling Products

haruharu wonder is best known for its Black Rice line, powered by antioxidant-rich fermented black rice designed to deeply hydrate, strengthen the skin barrier, and improve elasticity. Popular products include:

Black Rice Hyaluronic Toner — A lightweight, deeply hydrating toner infused with fermented black rice and hyaluronic acid to plump and prep the skin.
Black Rice Probiotics Barrier Essence — An award winning nourishing essence packed with probiotics and antioxidants to strengthen the skin barrier and improve elasticity.
Black Rice Moisture Cleansing Oil — A gentle yet effective cleansing oil that melts away makeup and impurities while maintaining skin hydration.
Black Rice Bakuchiol Eye Cream — A silky eye cream powered by bakuchiol to smooth fine lines and firm delicate under-eye skin without irritation.

Who haruharu wonder Is For

Those seeking clean, vegan and cruelty-free skincare with certified standards
Consumers who value simple, effective routines over complicated multi-step regimens
Sensitive or compromised skin types needing gentle, barrier-supporting formulas
Ingredient-conscious users drawn to natural actives and fermented skincare technology
Eco-aware customers who prioritise sustainable packaging and ethical production

Overall, haruharu wonder positions itself as a modern, conscious skincare brand - balancing innovation, sustainability, and everyday simplicity.