haruharu wonder, a female-owned Korean skin care brand known for its gentle, efficacy-driven approach to barrier care, is expanding deeper into the U.S. market with a nationwide launch at Target. The move brings the K-beauty brand’s philosophy of slow beauty and accessible skin care—priced entirely under $25—to Target stores across the country and online at Target.com.
The move comes amid a U.S. K-beauty boom. According to an October 2025 NIQ report, K-beauty sales in the U.S. surged to $2 billion — up 37% year-over-year.
It also comes amid a time when Target is actively reworking its beauty array amid the imminent closure of its Ulta store-in-store partnership.
"We believe skincare isn't just a task, it's a moment to care for yourself," says haruharu wonder founder and CEO, Jae Won Jeong. "Too often, skincare becomes a rushed step in a long to-do list. We invite customers to slow down; even for just five minutes and see their routine as an act of self-kindness."
The brand’s name is inspired by the Korean phrase “haruharu,” meaning “day by day,” and has grown rapidly since its launch, expanding into more than 150 countries and partnering with over 90 retailers worldwide within just five years.
At the core of haruharu wonder’s formulations is proprietary fermentation technology developed in the brand’s in-house laboratory. The brand specializes in a signature black rice fermentation process that takes more than 400 hours to complete, paired with a proprietary Ultra-Deep Technology delivery system designed to capture and amplify the natural potency of ingredients. This process unlocks higher antioxidant activity, per the brand, making fermented black rice significantly more powerful than traditional white rice, while remaining gentle enough for sensitive or reactive skin.
The brand has also emerged as one of the fastest-trending skin care names among Gen Z on TikTok, driven by visible results and strong word-of-mouth engagement. Its approach aligns with core K-beauty principles, emphasizing consistent care, proven ingredients, skin longevity, and resilience rather than overnight transformation.
Empathy and accessibility are built into every aspect of the brand. haruharu wonder products are vegan, cruelty-free and fragrance-free, with the use of upcycled ingredients and thoughtful packaging details such as Braille elements and gently curved boxes designed for ease of opening. The brand’s design philosophy aims to ensure that skin care rituals are inclusive, mindful, and approachable.
haruharu wonder Products Available at Target:
- Black Rice Moisture Cleansing Oil, $15.99 | 150 ml
- Black Rice Triple AHA Gentle Cleansing Gel, $13.99 | 100 ml
- Black Rice Hyaluronic Toner Free of Alcohol & Fragrance, $13.99 | 150 ml
- Black Rice Probiotics Barrier Essence, $19.99 | 120 ml
- Black Rice 5 Ceramide Barrier Moisturizing Cream, $19.99 | 50 ml
