- Emphasized confidence with typography that conveys thoughtfulness and delicacy
- Launched two new products featuring the new logo, following the success of “Blue Drop,”
No. 1 in Musinsa Beauty’s daily skincare rankings
 

A global beauty and content company Wishcompany (CEO Soungho Park) announced on the 12th the rebranding of its flagship skincare brand “Dear Klairs,” unveiling two new products featuring the brand’s updated design.

The rebrand centers on conveying a more modern and confident image, while remaining rooted in Klairs’ philosophy of “thoughtfulness and respect.” The logo has been redesigned from its previous italic lowercase format to a sturdier, normal uppercase font. Subtle decorative touches were added to visually express Klairs’ emphasis on delicacy and sincerity.

The new product packaging strips away unnecessary elements and focuses on the key ingredients and benefits, reflecting Klairs’ sincere approach to addressing each customer’s skincare concerns. Klairs plans to gradually roll out the renewal across the entire brand in an effort to communicate it to customers in a more thoughtful way.

The new design has been introduced through two new products: “EGF Blue AC Calming Serum” and “EGF Blue Calming Toner Pad.” The products will be exclusively pre-launched during Musinsa’s “Mujinjang 25 Summer Black Friday” event, running from the 12th to the 25th.

The EGF Blue AC Calming Serum is a follow-up to Klairs’ best-selling “Midnight Blue Youth Activating Drop” (known as “Blue Drop”). Formulated with EGF, guaiazulene, and 5nm macromolecular hyaluronic acid, it delivers calming benefits deep into the skin and effectively soothes and improves the appearance of visible marks. The EGF Blue Calming Toner Pad combines soothing, cooling, and texture-refining benefits in one step, offering a convenient yet high-performance skincare routine.

Notably, Klairs’ Blue Drop has already gained a strong fanbase, ranking No. 1 in Musinsa Beauty’s daily skincare rankings and placing in the Musinsa Beauty Awards Top 10, raising expectations for the new products.

Minhee Kim, Senior Design Manager at Wishcompany, stated, “This rebrand is aimed at delivering a consistent brand experience that embodies Klairs’ unique philosophy and values of respecting sensitive skin. Through the new design, we aim to deepen our emotional connection with consumers and position Klairs as a brand with greater empathy and delicacy.”