Korean skincare brand Haruharu Wonder, known for its “slow beauty” philosophy, has hit Target shelves.

The brand is celebrated for its gentle, efficacy-driven approach to barrier care and technological advancements in the category. In the last five years, Haruharu Wonder has expanded into more than 150 countries, available through over 90 retail partners worldwide.

“We believe skincare isn’t just a task, it’s a moment to care for yourself,” said 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.”

Proprietary Fermentation Technology

Inspired by the Korean phrase “haruharu” meaning “day by day,” Haruharu Wonder says it aims to transform skincare into intentional daily rituals that nurture both skin and spirit. Using proprietary fermentation technology developed in the brand’s own in-house lab.

Haruharu Wonder specializes in a signature black rice fermentation process that takes over 400 hours to complete, as well as a proprietary Ultra-Deep Technology delivery system that captures and amplifies the natural potency of ingredients. This approach unlocks more antioxidants, making the fermented black rice a reported 16 times more powerful than traditional white rice, per the brand.

TikTok Viral Success

Haruharu Wonder has emerged as one of the fastest-trending skincare brands among Gen Z on TikTok, building a dedicated following through authentic results and word-of-mouth recommendations.
Haruharu Wonder products are designed with vegan, cruelty- and fragrance-free formulations, up-cycled ingredients and intentional packaging including braille and boxes designed with a gentle curvature to make for easy unboxing.

Available Products at Target

Black Rice Moisture Cleansing Oil;
Black Rice Triple AHA Gentle Cleansing Gel;
Black Rice Hyaluronic Toner Free of Alcohol Fragrance;
Black Rice Probiotics Barrier Essence; and
Black Rice 5 Ceramide Barrier Moisturizing Cream.

Register for the The Science Behind K-Beauty Skincare webinar here.