- Participated as a representative K-beauty brand in the ‘Beauty Bakery New York Project,’ attracting over 5,000 visitors.
-Launched a dedicated brand space within the LA Melrose store, aiming to “expand tailored local programs.”
Wishcompany (CEO Soungho Park), a global beauty brand and content company, announced on the 2nd that it has successfully concluded a series of events for its flagship skincare brand, Dear, Klairs (hereafter Klairs), including a Soho pop-up in New York and a launch event at the Melrose store in Los Angeles.
Klairs is a global brand sold in over 80 countries, built on a foundation of hypoallergenic formulas for sensitive skin and a philosophy of sustainability. Following its first million-seller, the ‘Supple Preparation Unscented Toner,’ the brand boasts several hit product lines, including the ‘Midnight Blue Calming Cream’—distinguished by its signature blue color and powerful soothing efficacy—and the ‘Rich Moist Soothing Cream.’
From the 9th to the 15th of last month, Klairs participated in the ‘Beauty Bakery New York Project’ pop-up store located at 21 Greene Street in Soho, NYC. As one of 20 K-beauty brands selected to represent Korea’s innovation and skincare expertise, Klairs recorded approximately 5,000 visitors during the seven-day event. Notably, the ‘Supple Preparation Unscented Toner’ and ‘Midnight Blue Calming Cream’—personally curated by beauty influencer Erica Ha (1.6M followers) as her go-to products—were showcased on-site, drawing significant consumer attention.
Additionally, from the 13th to the 14th of last month, Klairs held a launch event at the ‘Kristin+,’ a space recently remodeled by the contact lens brand Hapa Kristin for customer experiences and brand collaborations. The private event on the 13th was attended by approximately 150 guests, including mega-influencers with millions of followers such as Nikita Dragun and Joey Graceffa. On the 14th, a public launch event was held for local LA customers, further expanding the brand’s community engagement.
Wishcompany plans to maintain a continuous presence at the dedicated Klairs space within the LA Melrose store through the first half of 2026, expanding its reach to U.S. consumers via various online and offline promotions. A representative from Wishcompany stated, “In addition to these customer engagement events, we plan to carry out more diverse promotional activities centered around the ‘Blue Line,’ which has received a positive response in the U.S.” The company added, “We will continue to expand experiential programs tailored to the lifestyles and skin concerns of our local customers.”