The Beginning: Redefining the Basics of Skincare
Since its launch in 2016, Dear, Klairs’ Supple Preparation toner line has become one of the brand’s defining products, with over 11 million bottles sold worldwide. More than a sales milestone, it reflects how Klairs has evolved hand in hand with customers—listening closely to their needs and consistently improving to restore balance to sensitive skin.

From the start, Klairs focused on simplicity and balance—creating a toner that hydrates deeply without irritation. This honest approach resonated with users of all skin types, building a loyal community that extends well beyond Korea.

 

Three Renewals, Driven by Real Feedback
Klairs’ steady growth has been fueled by one thing: customer voices. In 2018, when users asked for a fragrance-free version, the brand introduced the Supple Preparation Unscented Toner, removing all essential oils while keeping the same formula integrity. Later updates improved texture and increased volume from 150ml to 180ml—small but meaningful changes that elevated the user experience.
 

These renewals weren’t marketing gimmicks—they were the direct result of feedback loops built into product development. To date, Klairs has hosted over 40 global meet-ups, inviting customers to share their experiences, test prototypes, and discuss skincare concerns in person. These gatherings have grown into genuine co-creation spaces where insights translate directly into better products.

 

Proven Trust in the Vietnamese Market
The Unscented Toner has seen remarkable success in Vietnam, one of Asia’s fastest-growing beauty markets. With an annual growth rate of around 10% and a strong demand for “sensitive-skin,” “low-irritant,” and “vegan” formulas, Klairs stands alongside global names like La Roche-Posay and CeraVe in brand awareness and loyalty.
 

Reviews from Vietnamese users highlight its lightweight yet rich texture—“as nourishing as a serum but never sticky”—and fragrance-free comfort, making it a go-to calming toner for everyday use. Klairs’ local sales lead notes that the brand’s strength in the toner category now serves as a foundation for expanding into new product lines.
 

Extending Beyond Product – Purpose in Action
Klairs’ story doesn’t stop at performance. The brand continues to turn challenges into meaningful actions. In 2019, when a packaging color variation occurred during production, Klairs chose to release the “yellow-tinted” batch rather than discard it—donating proceeds to environmental causes and sharing a message that “small imperfections can create positive change.”
 

In 2022, Klairs launched the Toner for Trees project, donating all proceeds from sales to reforestation efforts—each bottle representing roughly four newly planted trees. The same year, the Klairs & Kindness campaign in Vietnam led to the donation of 2,000 trees through a local NGO partnership. These acts embody the belief that restoring the skin’s balance is deeply connected to restoring the planet’s balance.

The Path Forward: A Sustainable Bestseller
Today, the Supple Preparation Unscented Toner stands as more than a best-selling product—it’s a symbol of how listening to customers can create both lasting trust and social value.

As Klairs continues to refine its sustainable formulations for sensitive skin, the brand remains committed to its founding philosophy: simple, honest, and kind skincare—made better together with its community.