- From April 27 to May 6, various events and spaces will be organized under the theme of “Quick and Easy Aging Care” - Will introduce three next-generation retinol Bakuchiol products, including the best-selling Bakuchiol Night Cream Global beauty content company Wishcompany’s high-functional skincare brand, By Wishtrend, announced on April 25 that it will open a pop-up store at Hotel GLOSOME in Seongsu-dong, Seoul. The upcoming pop-up store will run from April 27 to May 6 and will be the first Korean pop-up store of By Wishtrend, which is highly popular in Sweden, Vietnam, Germany, etc. By Wishtrend, which had only sold products online and had no contact point with domestic customers, plans to engage directly with local consumers through the pop-up store and focus on promoting the brand’s philosophy and the quality of its best-selling Bakuchiol product line. The By Wishtrend pop-up store will have the concept of a bodega where visitors can enjoy Bakuchiol, the main ingredient of the products. The pop-up store will offer a variety of attractions and abundant benefits and experiences in the two areas—the play zone and the event zone. All visiting customers will receive samples of two products from the Bakuchiol line and a newspaper introducing the brand as a gift. In the main space of the play zone, visitors can try out the “Bakuchiol To-Go Vending Machine” set up under the concept of Quick and Easy Aging Care and get a miniature "Vitamin A-mazing Bakuchiol Night Cream (Bakuchiol Night Cream)." In addition, customers can experience the Bakuchiol line products in the event zone and follow the brand’s social media account to participate in a photo-printing event. All three Bakuchiol products are available on-site with a 50% discount. Pop-up exclusive limited edition merchandise, such as coin wallets and reusable bags, will also be provided upon purchase. “We’re delighted to introduce By Wishtrend, which had been pre-launched globally, to domestic consumers through this pop-up store,” said Choi Jungho, Senior Leader of Wishcompany’s Brand Strategy. He added, "We hope customers experience the Bakuchiol line, including the Bakuchiol Night Cream, under the limelight as the next-generation retinol." By Wishtrend is a global high-functional skincare brand that is available online and in stores in 53 countries. The brand's representative products include “Vitamin A-mazing Bakuchiol Night Cream,” which topped the charts in the health and beauty review platform Glowpick and was nominated “Top of Top” among high-intensity Vitamin A products by the beauty YouTuber Director Pi. Recently, By Wishtrend has expanded the Bakuchiol line by launching a body lotion and sun stick.

- High-functional skincare brand “By Wishtrend” expands a lineup centered around Bakuchiol, the next-generation retinol - Alongside powerful UV protection (SPF50+ PA++++), it even functions as a primer correcting pores and irregularities     By Wishtrend, a high-functional skincare brand of the global beauty content company, Wishcompany, announced on the 15th the launch of “Pore Smoothing Bakuchiol Sun Stick (Bakuchiol Sun Stick).” The new Bakuchiol Sun Stick is a chemical sunscreen product containing Bakuchiol, which is an ingredient under the limelight as the next-generation retinol. It’s a suncare product that helps create smooth and healthy skin, not to mention its powerful UV protection (SPF50+ PA++++). Bakuchiol Sun Stick features a primer function that corrects pores and irregularities on the skin. It can be used to achieve smooth and flawless skin when used before applying makeup. It also provides a soft and matte finish as if you're wearing powder and can be applied frequently without having to worry about the skin going cakey. Moreover, not only does it carry 10,000 ppm-worth of the main ingredients, Bakuchiol, but it also contains niacinamide and peptides. Through its five-times intensive pore and skin texture care, it provides intensive care of pore area, size, and number and helps improve skin elasticity and texture. It even passed the eye irritation and sweatproof tests, and therefore proved to have high resistance to sweat and sebum, and minimized eye irritations. “We have launched a sun stick that helps skincare and UV protection simultaneously in a season with more outdoor activities and stronger UV rays,” said Choi Jungho, Senior Leader of Wishcompany’s Brand Strategy. He added, “Much love for By Wishtrend’s Bakuchiol products that help prevent aging, including the new Bakuchiol Sun Stick, will be highly appreciated.” To celebrate the launch of the Bakuchiol Sun Stick, all three products in the Bakuchiol lineup will be available at discounted prices through the 21st via the brand’s official Naver online store. The Bakuchiol Sun Stick will be offered at a special price to celebrate its launch via Naver Shopping Live at 7 pm on the 16th. Meanwhile, By Wishtrend expanded its Bakuchiol product lineup into three types by launching the “Pore Smoothing Bakuchiol Sun Stick.” “Vitamin A-mazing Bakuchiol Night Cream” was selected as “Top of Top” among high-intensity Vitamin A products by the beauty YouTuber Director Pi. In last February, By Wishtrend had launched the “Vitamin A-mazing Bakuchiol Body Lotion” and expanded its lineup from skincare to body care products in order to provide wider choices for consumers.

- From March 30th to April 14th, various events and spaces will be held under the theme of “Respect Your Sensitivity” - Showcasing key products such as the best-selling “Blue Drop” and the million-seller “Unscented Toner,” etc... Enhancing the brand’s intimacy     A sensitive skincare brand, Dear, Klairs, aims to expand touchpoints with domestic customers by launching its first brand pop-up store in Seongsu, Seoul, under the theme of "Respect Your Sensitivity." Dear, Klairs, a sensitive skincare brand operated by global beauty content company Wishcompany, has announced the opening of its pop-up store in Seongsu, Seoul, on the 28th. Under the theme "Respect Your Sensitivity," the Dear, Klairs pop-up store plans to conduct a new brand campaign designed to help everyone share and respect their own sensitivities. The pop-up store is located at Hotel Blossom in Seongsu, Seoul, and will be open from March 30th to April 14th. Various experiences will be available at the pop-up store, consisting of three distinct spaces such as ▲ an interactive space to share individual sensitivities and stories ▲ an interactive space to open up the Chest (Box) of Sensitivity ▲ and a space where one can experience Dear, Klairs’ skincare products for sensitive skin. There is also a giveaway event prepared for visitors to the pop-up store. Those who added Dear, Klaris' Kakao Talk Channel will receive a pack of stickers and a sample kit of four products, including the global million-seller "Supple Preparation Unscented Toner," "Midnight Blue Calming Cream," etc. In addition, customers who purchase the “Midnight Blue Youth Activating Drop” at the pop-up store will receive abundant benefits, including a limited-edition keyring. Choi Jungho, Senior Leader of Wishcompany’s Brand Strategy, said, “I’m delighted to announce the first domestic pop-up store for Dear, Klairs, which has been acknowledged as a global K-Beauty brand.” And added, “Through this campaign and pop-up store, we aim to start forming a closer relationship with our domestic customers and expand our touchpoints.” Along with the "Respect Your Sensitivity" campaign launch, Dear, Klairs released three brand films. In the brand films, the campaign model, actor Lee Jumyung, was featured, adding a touch of sincerity and uniqueness. Meanwhile, Dear, Klairs is a global skincare brand available on over 1,000 online and offline channels in 70 countries. Furthermore, its presence extends beyond the U.S., Vietnam, and Northern Europe, reaching into markets with an emerging awareness of K-beauty, including Africa. Its representative products include the “Midnight Blue Youth Activating Drop,” “Midnight Blue Calming Cream,” “Supple Preparation Unscented Toner,” etc., and recently, the brand has expanded its sun protection line and launched the “All-day Airy Mineral Sunscreen.”

- Provides both strong UV protection with SPF50+ PA++++ and light and fresh texture for application - A mild sunscreen that can also be used on sensitive skin... Skin irritation tests such as primary skin irritation, etc., have been completed - Mineral version of the popular “All-day Airy Sunscreen,” offering skin barrier protection and tone-up features   Dear, Klairs, a skincare brand for sensitive skin, has launched “All-day Airy Mineral Sunscreen.” It’s a mild mineral sunscreen suitable for sensitive skin to use and contains zinc oxide. Wishcompany announced on March 7 that its leading skincare brand, Dear, Klairs, has launched a new product, “All-day Airy Mineral Sunscreen.” It’s a mineral version of “All-day Airy Sunscreen,” a popular chemical sunscreen from Dear, Klairs. The product is characterized by a cream-type soft texture, skincare for skin barrier protection, and tone-up functions. All-day Airy Mineral Sunscreen has a soft and light texture without stickiness, boasting a refreshing sensation throughout the day. In addition to intense UV protection (SPF 50+ PA+++), it has completed human testing to prevent skin and skin barrier damage and skin moisture loss caused by UV exposure. Eye irritation, primary skin irritation, and non-comedogenic tests have been completed. Therefore, the product is safe to use on sensitive skin. In addition, it can be used as a foundation-free item without clogs or a white cast, or to express smooth skin without cakiness in the pre-base makeup stage. Choi Jungho, Senior Leader of Wishcompany’s Brand Strategy, said, “Dear, Klairs has expanded the sun care lineup with mineral and chemical sunscreen products after two years.” And added, “I hope consumers will be able to manage their skins to be a lot healthier in the upcoming spring and summer with the All-day Airy Mineral Sunscreen, which boasts soft and light application.” Meanwhile, Dear, Klairs will hold a pre-launch promotion exclusively on Naver from March 11 to 17 in celebration of launching the new product. On the day of the pre-launching, the product will be offered at a special price via Naver Shopping Live at 7 p.m. The new product, All-day Airy Mineral Sunscreen, will be launched in two sizes, 35g and 60g, in order to broaden the range of options for consumers.

- “Vitamin A-mazing Bakuchiol Body Lotion” to follow No.1 Bakuchiol Night Cream - “Next-generation retinol” to improve skin elasticity as it is an exclusive body care product for making smooth and firm skin   Bakuchiol Night Cream, named the best item in the aging care category in various beauty channels, will be released as a body lotion. Wishcompany announced on February 22 that By Wishtrend, the company's high-functioning skincare brand, has launched a new body lotion, “Vitamin A-mazing Bakuchiol Body Lotion (hereinafter Bakuchiol Body Lotion).” It is a product exclusively for the body characterized by reducing irritation and enhancing skin elasticity with retinal (Vitamin A) and bakuchiol, known as the next-generation plant-based retinol for aging care. By Wishtrend’s “Vitamin A-mazing Bakuchiol Body Lotion (hereinafter Bakuchiol Body Lotion)” consists of AHA, BHA, and Vitamin A. With this triple A+ synergy effect, the Bakuchiol Body Lotion will aid the cell turnover of rough skin and improve keratosis pilaris and uneven skin conditions. In addition, it not only softens knees, elbows, feet, etc., where thick layers of dead skin cells easily accumulate, but it also improves skin dryness by moisturization with urea, Beta-glucans, and tocopherol. Bakuchiol is an ingredient that has received the limelight for its skin-improvement effects. While the ingredient shares a similar structure and effectiveness in skin improvement with retinal (Vitamin A), it mitigates the disadvantage of the retinal, which is irritation. A plant-based ingredient extracted from seeds named Malaytea Scurfpea is known to help resolve various skin problems. Choi Jungho, Senior Leader of Wishcompany’s Brand Strategy, said, “I’m happy to introduce By Wishtrend’s products, which were pre-launched in the global market in 2013, to domestic consumers.” He added, “I hope people will spend time looking after themselves and working on slow aging care with our body lotion containing bakuchiol, also known as plant-based retinol, which is difficult to find in Korea.” To celebrate the launch of the Bakuchiol Body Lotion, By Wishtrend will hold a promotion until February 29 via By Wishtrend’s official Naver Smart Store. At 7 p.m. today, the product will be offered at a special price via Naver Shopping Live to celebrate the Body Lotion launch. In addition to the new Bakuchiol Body Lotion, “Vitamin A-mazing Bakuchiol Night Cream,” which topped the rankings in the health and beauty review platform Glowpick and was named as a High-Intensity Vitamin A Top of Top product by beauty YouTuber Director Pi, will also be available. Meanwhile, By Wishtrend, which initially pre-launched in the global market in 2013, is a sister brand of Dear, Klairs, Wishcompany's flagship brand. It is a high-functioning skincare brand that shares the journey of people discovering their very own beauty. The brand was founded by Wishcompany's cross-border e-commerce Wishtrend (Wishtrend.com) and the YouTube channel Wishtrend TV, which has 1.86 million subscribers. By Wishtrend makes it easy and convenient for anyone to use high-functioning skincare products that may seem complicated to use. In addition, the brand is characterized by analyzing the community’s needs, launching new products that suit them, and creating the entire product development process together with the community.

- Confirms potential for growth through sales in Northern Europe, India, etc., where K-beauty has less market presence - Effective growth strategies based on brand preferences by country, such as “Dear, Klairs,” “By Wishtrend,” etc... “Fosters a mega market”   Global beauty company Wishcompany (CEO Park Soung-ho) announced on February 15 that it achieved 72 billion won in sales, a 30% increase compared to the previous year, according to annual sales results in 2023. Since its founding, Wishcompany achieved its most significant sales last year, thanks to notable growth in Northern Europe, India, and South Korea. Norway’s sales rose 150% year-on-year and increased 95.3% in Sweden, confirming the potential for growth in regions with low K-Beauty market presence. Sales increased by 43.2% in India, a country characterized by rapid economic growth, and approximately 22% in Korea last year through the expansion of sales channels. As a result, Wishcompany has secured markets with over 1,000 online and offline channels at home and abroad in total, laying the groundwork for growth in the future. By brand, Wishcompany’s flagship brand, “Dear, Klairs,” grew approximately 17% year-on-year. In particular, the brand's growth was increased by 26% in Vietnam, a market that is highly loyal to products and brands centered on its toner. Wishcompany’s second skincare brand, “By Wishtrend,” globally launched as a high-functional skincare brand in 2013, recently launched the “Vitamin A-mazing Bakuchiol Night Cream,” which contains bakuchiol, a plant-based retinol receiving the limelight, and recorded a significant growth rate of 56% compared to 2022. Securing a foothold for sales in new countries such as Europe last year, Wishcompany focuses on promoting the excellence of K-Beauty skincare brands and their brand value and philosophy. Launching in Galeries Lafayette, France, known as the home of beauty, last year, Dear, Klairs plans to carry out brand activities in countries with more diverse cultures and environments, such as the Middle East and Africa, this year. Wishcompany’s CEO Park Soungho said, “I’m personally experiencing the expansion of K-Beauty’s influence alongside K-Entertainment and K-Content,” and added, “We will find mega markets that have plenty of room for growth and expand them further in the future.” Meanwhile, Wishcompany has been awarded the “Export Tower” hosted by the Korea International Trade Association for three consecutive years from 2020 to 2022. Wishcompany has over 8.8 million subscribers for its English-based content on platforms, such as YouTube, etc., maintaining 90% of overseas sales through content commerce services and showing steady growth in sales.

- The company won the “Export Tower” award for three consecutive years due to the growth in overseas sales, and was also recognized in the category for its corporate organizational culture - Wishcompany is the only company certified among beauty brands, and the company is characterized by a system and culture where the company and employees grow together Wishcompany (CEO Park Soung-ho), a global beauty content company, announced on January 4 that it was certified as a "Youth-friendly Hidden Champion" by the Ministry of Employment and Labor for six consecutive years. Wishcompany has been certified as a Youth-friendly Hidden Champion for six consecutive years since its first nomination in 2019. The company, which won the “Export Tower” award in 2022 hosted by the Korea International Trade Association for three consecutive years due to its continuous sales growth in Southeast Asia, the US, Europe, etc., and has also been named as a Youth-friendly Hidden Champion for six consecutive years. It was once again recognized for its growth and as an employee-friendly company. The average age of Wishcompany’s executives and employees is 30.9 years old, and the company is characterized by its flat structure in lab units. The youngest leader is 31 years old, and the company has a personnel management system that reflects competence and performance regardless of age through a competency/performance-oriented business hierarchy. In addition, Wishcompany is managing its system and creating an organizational culture under the principle, “Individual growth is the organization’s growth,” through ▲ 4.5 workdays (half-day work system) once a month, ▲ shortened working hours and bonus payment before holidays, ▲ and providing self-development expenses, etc. In addition, in celebration of Wishcompany’s 13th anniversary in November last year, the company declared a new corporate mission, “Positive Beauty Everywhere!” and a vision, “Making customers’ daily lives more enriching with experiences beyond beauty.” Based on executives’ and employees’ shared goals and growth under a new mission, vision, and core values, Wishcompany plans to propose a brand that can positively impact customers’ lives through products and content. Suh Seung-hwan, Senior Manager of Wishcompany’s People and Culture Lab, said, “I am delighted and proud that Wishcompany was the only medium-sized beauty company to be listed as a Youth-friendly Hidden Champion for six consecutive years,” and he added, “We will continue to make more diverse efforts to promote K-Beauty overseas and to enhance the capabilities of individual executives and staff members alongside the growth of the company.” Meanwhile, following a business expansion, Wishcompany is recruiting in various fields within the organization. The company is hiring overseas sales managers for the Asia-Pacific and European regions, brand and online marketers, etc., in the global regions and sectors where it operates the business.

- The best sales performance since its foundation in 2010... contending with essential skincare brands such as “Dear, Klairs” and “By Wishtrend” - Sales increase in Nordic countries such as Norway and Sweden... Continues to perform well in TikTok Shop, Vietnam’s mainstream commerce - 104% increase in the number of employees compared to 2019, strengthening the recruitment of global talent Wishcompany achieved a record-breaking sales performance in the first half of 2023, thanks to its expanded sales in Vietnam and Northern Europe. Over the past decade, Wishcompany has consistently ventured into the global market with its skincare brand, and this year, it has seen remarkable growth in countries like Sweden and Norway with limited exposure to K-Beauty. Wishcompany announced that its sales in the first half of the year reached 30.4 billion won on the 1st. Established in 2010, Wishcompany has shown steady growth over the past 11 years, leading to 61.5 billion won in annual sales by 2021, primarily driven by the success of its overseas expansion with the "Dear, Klairs" brand. Centered around the skincare products of its flagship brand, “Dear, Klairs,” Wishcompany has introduced its products in more than 60 countries, including Vietnam, Japan, and North America, and has created a total of eight global million-seller products one after another. Furthermore, the cosmeceutical skincare brand "By Wishtrend" gained a reputation on Amazon, the world's largest e-commerce platform, contributing to the expansion of Wishtrend's brand recognition. In particular, Wishcompany's recent achievements were driven by its high ranking in the popular commerce platform, "TikTok Shop," in the Vietnamese market and sales expansion in Nordic countries such as Norway and Sweden. Ever since entering the Vietnamese market in 2015, Wishcompany has dominated the toner category in TikTok Shop, achieving sales growth for eight consecutive years and surpassing global brands. The brand's proactive approach to new media trends, coupled with its focus on product quality and effective customer communication, has established it as a significant sales channel in the market. In the case of Norway, Wishcompany managed to expand into 250 stores since its entry into the local drug store, Vitusapotek, in 2019, securing Norway as a significant country of sale despite the minor influence of K-Beauty. CEO of Wishcompany Park Soungho stated, “Global brands have developed their brands, customer communication, and produced products for decades, even centuries.” He continued, “I anticipate the emergence of a sustainable K-Beauty brand, and I believe this is only the beginning for Wishcompany, which has been in operation for over 13 years.” Meanwhile, alongside its corporate sales growth, the number of Wishcompany’s employees also increased by 104% compared to the number before the pandemic. Notably, around 8% of the workforce consists of foreign employees as of June. To enhance global organizational competencies and promote diversity, Wishcompany aims to further expand and nurture global talent. Currently, eight job groups are open for hiring, including salespersons with experience in the Asia-Pacific and North American regions.

- Wishcompany, Skin1004, and others with global billion-seller records share their know-how and successful cases - Global marketing trends from overseas creators... scheduled to be held at d·camp on March 7 The vivid success stories and know-how of hands-on workers in the K-Beauty companies that have generated billions of won in sales, with over 50% coming from overseas markets, will be revealed. Wishcompany, a global beauty content company led by CEO Park Soung-ho, is hosting an upcoming global marketing seminar titled "The Path to Become a Global Beauty Brand with Sales of 10 Billion Won" in collaboration with Nurihaus and Picky. The event will take place on March 7th at d·camp in Seoul. The primary objective of the seminar is to share the expertise of Korean companies that have successfully maintained K-Beauty's global status amidst the rapidly changing business landscape. It aims to provide valuable insights to beauty companies and brands planning to expand their reach into the global market. The seminar will consist of three sessions. The first session, "The Path to Become a Global Beauty Brand with Sales of 10 Billion Won," is a panel talk featuring hands-on workers from Skin1004, ISNTREE, and other companies that have grown significantly through partnerships with Picky. The second session, titled "K-Beauty Marketing Status Viewed by Foreign Creators," will be conducted by Nurihaus. This session will feature success stories of creators active in major regions worldwide, including the Middle East, Russia, Europe, and the US. The final session of the seminar, "Global Market, a GenZ Brand's Dream," will be a panel talk featuring Choi Jung-ho, Senior Manager of the Brand Incubation Lab at Wishcompany, who will share his insights and concerns regarding global marketing with beauty startups such as HEMEKO and LUOES. According to Wishcompany's CEO, Park Soung-ho, K-Beauty has been thriving in the global market for over a decade due to the continuous efforts of Korean companies and startups to create innovative brands and high-quality products. He also emphasized that Wishcompany is committed to working together with existing companies to further elevate the status of K-Beauty, especially for emerging companies. Despite changing marketing trends such as D2C and C2C, these companies have maintained K-Beauty's global status through continuous communication with customers and strategic business practices. As a result, they have achieved significant annual revenue growth in the tens of billions of won, with at least 50% of sales coming from overseas markets.