haruharu wonder is bringing its slow-beauty philosophy to the U.S. mass market in a big way, rolling out across Target.com and Target stores nationwide with gentle, science-backed, vegan formulas—all priced under $25.
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Founded just five years ago, haruharu wonder is a female-owned Korean skincare brand focused on barrier-care, gentle actives, and everyday rituals that feel as good as they perform. In that short time, the brand has expanded into more than 150 countries and partnered with over 90 retail partners worldwide, becoming a viral favorite among Gen Z and skincare enthusiasts on TikTok.
With its Target debut, haruharu wonder deepens its U.S. footprint and makes its “slow beauty” approach accessible to shoppers coast-to-coast, positioning itself as a gentle, affordable alternative to harsher actives-focused routines. Every product in the Target assortment is priced under $25, keeping K-beauty innovation within reach of drugstore budgets.
“Skincare isn’t just a task”
The brand’s name comes from the Korean phrase “haruharu,” meaning “day by day,” reflecting its mission to turn daily routines into small, intentional acts of self-care. Founder and CEO Jae Won Jeong said, “We believe skincare isn’t just a task, it’s a moment to care for yourself… We invite customers to slow down, even for just five minutes, and see their routine as an act of self-kindness.”
Instead of promising overnight transformations, haruharu wonder leans into consistent care, skin longevity, and resilience, aligning with K-beauty’s emphasis on building healthy skin over time. The brand describes its ethos as “live with wonder day by day,” framing skincare as a daily ritual that nourishes both skin and spirit.
Black rice fermentation and Ultra-Deep Technology
At the heart of haruharu wonder’s formulas is a signature black rice fermentation process that takes over 400 hours to complete, developed in the brand’s own in-house lab. This is paired with a proprietary Ultra-Deep Technology delivery system designed to capture and amplify the natural potency of ingredients so more actives reach where skin needs them.
According to the brand, this process unlocks higher antioxidant activity, making fermented black rice 16x more powerful than traditional white rice, while remaining gentle enough even for sensitive or reactive skin. haruharu wonder positions itself as a pioneer in black rice skincare, using the ingredient across cleansing, toning, and moisturizing steps to support barrier strength and hydration.
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For its Target rollout, haruharu wonder is spotlighting everyday essentials that fit seamlessly into existing routines, starting with cleansers and toners designed for sensitive skin.
Key items called out in the launch include:
- Black Rice Triple AHA Gentle Cleansing Gel, $13.99 | 100ml – A low-foam gel cleanser with a triple AHA blend designed to deep clean pores, smooth texture, and hydrate without stripping, positioned as safe even for more delicate skin types.
- Black Rice Hyaluronic Toner Free of Alcohol Fragrance, $13.99 | 150ml – A hydrating toner/essence hybrid that layers fermented black rice with hyaluronic acid to plump and prep skin, free from drying alcohols and added fragrance.
On Target.com, shoppers can also find complementary formulas like Black Rice Moisture Cleansing Oil, Black Rice Probiotics Barrier Essence, and Black Rice 5 Ceramide Barrier Moisturizing Cream, most priced between $6.99 and $19.99, keeping full routines within an affordable range.
Vegan, cruelty-free and designed with empathy
Beyond ingredients, haruharu wonder emphasizes thoughtful, inclusive design—from vegan, cruelty-free, largely fragrance-free formulations to packaging that considers accessibility and emotional comfort. The brand uses up-cycled ingredients where possible and incorporates details like braille and gently curved boxes that are easier to open, signaling care for how products feel in hand, not just on skin.
This people-first approach has helped the brand resonate strongly with Gen Z and younger consumers, who are vocal about values like sustainability, transparency, and inclusivity in beauty. On TikTok, haruharu wonder has emerged as one of the fastest-trending skincare names, driven by visible results, minimalist routines, and word-of-mouth recommendations rather than heavy advertising.
A new era for K-beauty at mass retail
The Target expansion comes as the U.S. sees a continued boom in K-beauty, with recent reports citing category sales in the billions of dollars and double-digit year-over-year growth. For Target, bringing in haruharu wonder aligns with a broader push to refresh its beauty aisles with science-backed, globally loved brands that still feel approachable.
For haruharu wonder, nationwide shelf space at a mass retailer means its black rice-powered, ritual-focused skincare can move from niche online favorite to everyday staple in bathrooms across America, inviting more people to discover, as the brand puts it, “the joy of wonder, every day.”
