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.
Viral K-beauty favorite lands at Target
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…
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