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.
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…
