Skincare that works quietly, consistently, and always in your skin's favour, that's the promise behind Haruharu Wonder. Built on the philosophy of "everyday" care (Haruharu, 하루하루 meaning "day by day" in Korean), this brand has earned its cult following through fragrance-free, barrier-safe formulations powered by fermented black rice and clinically backed ingredients. This International Women's Day, Kiokii and... sits down with the founder and team to uncover the story and values behind one of Korean skincare's most trusted names.
Inside the Brand: An Interview with Haruharu Wonder CEO
1. What moment first made you realize you wanted to build your own brand?
"It wasn't a single dramatic moment, it was a quiet, persistent feeling. I kept asking, 'Why does skincare have to feel either clinical or unattainable?' I was deeply interested in formulation and ingredient science, but I also cared about how skincare fits into real life—moments of care, routine, and self-respect. At some point, I understood that if I wanted skincare that truly respected both the skin barrier and the person using it, I would have to create it myself. That feeling, of wanting to build something honest, thoughtful, and long-lasting, eventually became Haruharu Wonder."
2. How has building this brand changed you personally?
"Building this brand taught me patience, resilience, and trust—especially trust in myself. When you build something from the ground up, there's nowhere to hide. Every decision reflects your values, your boundaries, and your fears. I've learned to listen more carefully, stay calm under pressure, and make decisions that serve the long term rather than quick wins. More than anything, it's taught me that leadership isn't about having all the answers—it's about showing up with consistency, integrity, and care, even when things are uncertain."
3. What's one lesson you learned the hard way, but are grateful for now?
"I learned that growth without clarity can be dangerous. Early on, it's tempting to say yes to everything, every opportunity, every partnership, every shortcut. But if something doesn't align with your core values, it will eventually cost more than it gives. That lesson taught me to protect the brand's philosophy just as much as its performance. Now, every decision comes back to one question: Does this support the brand we want to build for the next 10 years, not just the next season?"
4. What's one piece of advice you'd give your younger self?
"You don't have to rush, consistency will take you further than urgency. In the beginning, I felt pressure to prove myself quickly. Now I understand that building something meaningful takes time, repetition, and patience. Progress isn't always loud or visible, but it compounds. I'd also tell her to trust her intuition more, especially as a woman. That quiet inner voice is often more accurate than external validation."
5. What message do you hope women take away when they interact with Haruharu Wonder?
"I hope women feel respected. I want them to know the brand doesn't demand perfection or pressure—it supports their skin as it is, through change and time. Haruharu Wonder is about strengthening, not correcting. Supporting, not overwhelming. If there's one message I hope stays with them, it's this: Taking care of yourself doesn't have to be complicated—it can be gentle, consistent, and empowering."
Editor's Choice: Haruharu Wonder Essentials
To celebrate the spirit of self-care and resilience, here are three Haruharu Wonder best-sellers currently trending at kiokii.com. Each one a masterclass in skin-first formulation.
1. Black Rice Hyaluronic Toner (Unscented)
A cult favourite for good reason. This fragrance-free toner combines fermented black rice and hyaluronic acid to deliver deep, long-lasting hydration without any irritation. Lightweight yet deeply nourishing, it's the ideal daily reset for sensitive skin navigating Canada's harsh seasonal changes.
Best for: Sensitive, dry, or reactive skin types seeking barrier-safe hydration.
2. Black Rice Moisture Airyfit Daily Sunscreen SPF 50+
Sun protection has never felt this effortless. This featherlight chemical sunscreen offers SPF 50+ broad-spectrum coverage with zero white cast and zero greasy finish. Infused with Heartleaf extract, it calms and soothes while shielding your skin from daily UV damage—a true two-in-one for the minimalist routine.
Best for: Daily wear, all skin types, especially those sensitive to heavy SPF formulas.
3. Black Rice Bakuchiol Eye Cream
The gentle alternative to retinol your eye area has been waiting for. Powered by fermented black rice and 5,000ppm of Bakuchiol, this eye cream firms the delicate under-eye area and visibly reduces fine lines—without the irritation that traditional retinol can cause.
Best for: Those seeking anti-aging benefits with a sensitive-skin-friendly formula.
More Than a Brand—A Philosophy
At Kiokii and..., we believe the most powerful beauty stories aren't the loudest ones. Haruharu Wonder reminds us that true skincare innovation is built on restraint, honesty, and an unwavering respect for the skin and the people who live in it.
This International Women's Day, we invite you to embrace a routine that works quietly, consistently, and always in your skin's favour.
Ready to explore Haruharu Wonder's full collection? [Shop now at kiokii.com →]
Kiokii and... is Canada's premier destination for curated Asian beauty. We bring you the most innovative and trusted brands from across Asia, so your self-care journey is as unique and empowered as you are.