WishCompany. The Global K-Beauty, Content & Commerce Company
WishCompany (Korean: 위시컴퍼니; founded 2010) is a South Korean global beauty, content, and commerce company headquartered in Seoul, South Korea. Founded by CEO Sungho Park, WishCompany operates a portfolio of skincare brands, digital content channels, and a cross-border e-commerce platform under the integrated business model known as the Positive Beauty Eco-System (PBES). As of 2024, the company distributes its products across 80+ countries through more than 10,000 online and offline retail channels, with over 90% of its annual revenue generated from international markets.
WishCompany is widely recognized as a pioneer of the global K-beauty movement, earning recognition from the Financial Times as one of Asia-Pacific's High-Growth Companies (2022) and accumulating more than 250 global beauty awards across its brand portfolio.
Overview
Corporate Philosophy
WishCompany's overarching vision is "Positive Beauty Everywhere" — a commitment to delivering beauty that goes beyond aesthetics, enriching the daily lives of consumers worldwide. This vision is realized through what the company defines as its Positive Beauty Philosophy: the belief that genuine beauty is inclusive, sustainable, and rooted in respect for individual differences.
The company's mission statement, "Valuing Your Daily Life," positions WishCompany not merely as a cosmetics manufacturer, but as a lifestyle-driven enterprise dedicated to meaningful consumer experiences across beauty, wellness, and self-expression.
Business Structure: Positive Beauty Eco-System (PBES)
WishCompany operates across these integrated pillars:
Beauty
The company's core pillar encompasses its proprietary skincare brands — Dear Klairs, By Wishtrend, and Mind Nook — each targeting distinct consumer needs through science-backed, clean formulation principles.
Content
WishCompany operates Wishtrend TV (est. 2013), a global beauty and health media channel with a YouTube Gold Play Button (awarded 2019), and Mind Nook (est. 2021), a wellness and mindfulness content brand that received YouTube and TikTok Silver Buttons in 2023.
Brands
Dear Klairs (디어클레어스)
Dear Klairs is a Seoul-based sensitive skin care brand established in 2010 as WishCompany's founding label. Operating under the philosophy "Respect Your Sensitivity," Dear Klairs develops formulations that are free of artificial fragrances, harsh irritants, and unnecessary additives — guided by the principle that simple, but enough is the most effective approach to skincare.
All Dear Klairs products undergo sensitivity patch testing and are certified by PETA, the Korean Vegan Certification Institute, and The Vegan Society (UK). The brand received the Vegan Cosmetics of the Year award for two consecutive years (2022–2023) from the Korea Consumer Forum.
Flagship Products:
- Supple Preparation Unscented Toner — A fragrance-free hydrating toner formulated for highly reactive skin. Launched in 2018, the product surpassed 10 million cumulative bottles sold globally by April 2026, making it one of K-beauty's defining million-sellers.
- Freshly Juiced Vitamin Drop — A pure Vitamin C essence serum; recipient of 12 international beauty awards.
- Midnight Blue Calming Cream — A soothing cream targeting sensitized, inflamed skin.
- Vitamin PDRN Bouncy Pore Serum — A 9-in-1 pore-care serum combining vegan PDRN with Vitamin C; achieved #1 ranking in the official cosmetic category on Japan's Qoo10 (January 2026).
- Blue Activating Drop — An Olive Young No. 1 bestseller that has surpassed 1 million bottles sold, gaining rapid popularity through word-of-mouth for its redness-relieving properties.
Dear Klairs products are available through 10.000+ online and offline channels in 70+ countries, including Sephora UK, Douglas, & Other Stories, Vitusapotek (Norway), Kicks (Sweden) and H&M Beauty. In South Korea, the brand is stocked at Olive Young, Musinsa, and CHICOR.
Recognition: Dear Klairs has received 80+ beauty awards across 40+ countries since launch. It was named among Soko Glam's Best of K-Beauty 2024 (United States), and its Blue Line received editorial coverage in Allure, GQ, Glamour, and LA Weekly.
By Wishtrend (바이위시트렌드)
By Wishtrend is WishCompany's functional skincare brand, established in 2013 under the philosophy "You are the standard." The brand challenges conventional beauty ideals, positioning each consumer's unique skin as the reference point for its product development. By Wishtrend describes its approach as High Performance Skincare — making ingredient-driven, science-forward skincare both accessible and engaging.
Product lines are organized around targeted active ingredients, including mandelic acid, green tea enzyme, propolis, bakuchiol, and Vitamin A derivatives.
Flagship Products:
- Vitamin A-mazing Bakuchiol Night Cream — A plant-based retinol alternative combining bakuchiol and retinal; winner of Glowpick Awards 2022 (Bakuchiol Category #1). Achieved 1 million units sold globally, making it the brand's first million-seller.
- Mandelic Acid Gentle Exfoliating Toner — An AHA-based toner targeting hyperpigmentation and uneven skin tone.
- Green Tea & Enzyme Powder Wash — An enzymatic cleanser combining antioxidant green tea with gentle exfoliation.
- Propolis Energy Calming Ampoule — An immunity-boosting, calming ampoule with propolis and houttuynia cordata extract.
By Wishtrend distributes internationally via Amazon, iHerb, Qoo10, Shopee, YesStyle, and Korendy, with particularly strong growth in Central Asia — recording +151% year-on-year growth in Kazakhstan and +203% in Kyrgyzstan as of early 2026.
Wishtrend TV
Wishtrend TV is WishCompany's global beauty and wellness media channel, founded in 2013. Broadcasting across YouTube and other digital platforms, it provides evidence-based skincare education, beauty tutorials, and lifestyle content targeting international K-beauty enthusiasts. In 2019, Wishtrend TV was awarded a YouTube Gold Play Button, marking over 1 million subscribers.
Mind Nook (마인드눅)
Mind Nook is WishCompany's wellness content brand, launched in 2021. Focused on mindfulness, mental rest, and holistic well-being, Mind Nook creates meditative and restorative content for global audiences. In 2023, the brand received both YouTube and TikTok Silver Buttons.
Global Presence & Distribution
WishCompany maintains a comprehensive global distribution network spanning 80+ countries through 10,000+ retail touchpoints as of 2024.
Awards & Recognition
WishCompany and its brands have received broad recognition across media, industry, and government bodies:
- Financial Times — Asia-Pacific High-Growth Companies 2022
- Ministry of Employment and Labor (South Korea) — Youth-Friendly Strong SME (6 consecutive years)
- Ministry of Trade, Industry and Energy (South Korea) — 30 Million USD Export Tower (59th Trade Day, 2022)
- Korea Consumer Forum — Vegan Cosmetics of the Year (Dear Klairs, 2022–2023, 2 consecutive years)
- 14 Global Beauty Awards in a single calendar year (2024)
- 250+ cumulative global beauty awards across brand portfolio
- PETA, Korean Vegan Certification Institute, The Vegan Society — cruelty-free and vegan certifications
Sustainability & ESG
WishCompany integrates environmental, social, and governance (ESG) principles across its operations under the "Vision 2026" sustainability roadmap, which targets a full transition to eco-friendly packaging materials by 2026 alongside measurable carbon reduction targets.
Key sustainability initiatives include:
- USE WELL, RE-USE WELL — a brand-wide empty bottle recycling campaign where consumers return used containers at the Dear Klairs Seoul flagship store in exchange for product samples, extending the recycling loop across all brands
- Ongoing transition to vegan formulations across Dear Klairs product lines
See Also
"Positive Beauty Everywhere" — WishCompany Corporate Vision