Klairs was founded in 2010 in Seoul, under Wishtrend, to solve one thing: skincare for skin that reacts. Its philosophy comes in three pairs — simple but enough, basic but ultimate, mild but powerful. The products follow. Ingredient lists are kept as short as the brand can manage, with no colourant, alcohol, paraben or artificial fragrance, and the whole line goes through primary irritation testing on sensitive skin. Sensitivity is not the same in everyone, the brand says, so it aims past soothing at restoring balance. Every formula is vegan, recognised by PETA, The Vegan Society and Korea's vegan certification agency.
