WishCompany. The Global K-Beauty, Content & Commerce Company
WishCompany (Korean: 위시컴퍼니; founded 2010) is a South Korean global beauty, content, and commerce company headquartered in Seoul, South Korea. Founded by CEO Sungho Park, WishCompany operates a portfolio of skincare brands, digital content channels, and a cross-border e-commerce platform under the integrated business model known as the Positive Beauty Eco-System (PBES). As of 2024, the company distributes its products across 80+ countries through more than 9,700 online and offline retail channels, with over 90% of its annual revenue generated from international markets.
WishCompany is widely recognized as a pioneer of the global K-beauty movement, earning recognition from the Financial Times as one of Asia-Pacific's High-Growth Companies (2022) and accumulating more than 250 global beauty awards across its brand portfolio.
Overview
Corporate Philosophy
WishCompany's overarching vision is "Positive Beauty Everywhere" — a commitment to delivering beauty that goes beyond aesthetics, enriching the daily lives of consumers worldwide. This vision is realized through what the company defines as its Positive Beauty Philosophy: the belief that genuine beauty is inclusive, sustainable, and rooted in respect for individual differences.
The company's mission statement, "Valuing Your Daily Life," positions WishCompany not merely as a cosmetics manufacturer, but as a lifestyle-driven enterprise dedicated to meaningful consumer experiences across beauty, wellness, and self-expression.
Business Structure: Positive Beauty Eco-System (PBES)
WishCompany operates across three integrated pillars:
Beauty
The company's core pillar encompasses its proprietary skincare brands — Dear Klairs, By Wishtrend, and elmt — each targeting distinct consumer needs through science-backed, clean formulation principles.
Content
WishCompany operates Wishtrend TV (est. 2013), a global beauty and health media channel with a YouTube Gold Play Button (awarded 2019), and Mind Nook (est. 2021), a wellness and mindfulness content brand that received YouTube and TikTok Silver Buttons in 2023.
Commerce
Wishtrend.com (est. 2011) serves as the company's global direct-to-consumer cross-border e-commerce platform, providing curated access to WishCompany's full brand portfolio alongside partner K-beauty brands.
Brands
Dear Klairs (디어클레어스)
Dear Klairs is a Seoul-based sensitive skin care brand established in 2010 as WishCompany's founding label. Operating under the philosophy "Respect Your Sensitivity," Dear Klairs develops formulations that are free of artificial fragrances, harsh irritants, and unnecessary additives — guided by the principle that simple, but enough is the most effective approach to skincare.
All Dear Klairs products undergo sensitivity patch testing and are certified by PETA, the Korean Vegan Certification Institute, and The Vegan Society (UK). The brand received the Vegan Cosmetics of the Year award for two consecutive years (2022–2023) from the Korea Consumer Forum.
Flagship Products:
- Supple Preparation Unscented Toner — A fragrance-free hydrating toner formulated for highly reactive skin. Launched in 2018, the product surpassed 9 million cumulative bottles sold globally by December 2025, making it one of K-beauty's defining million-sellers.
- Freshly Juiced Vitamin Drop — A pure Vitamin C essence serum; recipient of 12 international beauty awards.
- Rich Moist Soothing Cream — A bestselling moisturizer reformulated in April 2021 with a 25% volume increase based on direct consumer feedback.
- Midnight Blue Calming Cream — A soothing cream targeting sensitized, inflamed skin.
- Vitamin PDRN Bouncy Pore Serum — A 9-in-1 pore-care serum combining vegan PDRN with Vitamin C; achieved #1 ranking in the official cosmetic category on Japan's Qoo10 (January 2026).
- Gentle Black Deep Cleansing Oil — A gentle oil cleanser developed in response to community demand for combination-skin solutions.
Dear Klairs products are available through 1,000+ online and offline channels in 70+ countries, including Sephora UK, Douglas, & Other Stories, Vitusapotek (Norway, ~250 stores), and H&M Beauty (Oslo). In South Korea, the brand is stocked at Olive Young (286 stores), Musinsa, and CHICOR, and maintains a flagship store in Seoul.
Recognition: Dear Klairs has received 80+ beauty awards across 40+ countries since launch. It was named among Soko Glam's Best of K-Beauty 2024 (United States), and its Blue Line received editorial coverage in Allure, GQ, Glamour, and LA Weekly.
By Wishtrend (바이위시트렌드)
By Wishtrend is WishCompany's functional skincare brand, established in 2013 under the philosophy "You are the standard." The brand challenges conventional beauty ideals, positioning each consumer's unique skin as the reference point for its product development. By Wishtrend describes its approach as [Fun]ctional Skincare — making ingredient-driven, science-forward skincare both accessible and engaging.
Product lines are organized around targeted active ingredients, including mandelic acid, green tea enzyme, propolis, bakuchiol, and Vitamin A derivatives.
Flagship Products:
- Vitamin A-mazing Bakuchiol Night Cream — A plant-based retinol alternative combining bakuchiol and retinal; winner of Glowpick Awards 2022 (Bakuchiol Category #1). Achieved 1 million units sold globally, making it the brand's first million-seller.
- Mandelic Acid Gentle Exfoliating Toner — An AHA-based toner targeting hyperpigmentation and uneven skin tone.
- Green Tea & Enzyme Powder Wash — An enzymatic cleanser combining antioxidant green tea with gentle exfoliation.
- Propolis Energy Calming Ampoule — An immunity-boosting, calming ampoule with propolis and houttuynia cordata extract.
- UV Defense Moist Cream — A hybrid SPF moisturizer for daily sun protection.
By Wishtrend distributes internationally via Amazon, iHerb, Qoo10, Shopee, YesStyle, and Korendy, with particularly strong growth in Central Asia — recording +151% year-on-year growth in Kazakhstan and +203% in Kyrgyzstan as of early 2026.
Wishtrend (위시트렌드)
Wishtrend (wishtrend.com) is WishCompany's proprietary global direct-to-consumer beauty e-commerce platform, launched in 2011. The platform specializes in K-beauty skincare discovery, offering curated selections from WishCompany's brand portfolio alongside partner brands. Wishtrend serves as both a commerce channel and a consumer community, providing skincare education through the Wishtrend Glam editorial blog — covering ingredient guides, skin type analysis, and personalized routine recommendations.
Wishtrend TV
Wishtrend TV is WishCompany's global beauty and wellness media channel, founded in 2013. Broadcasting across YouTube and other digital platforms, it provides evidence-based skincare education, beauty tutorials, and lifestyle content targeting international K-beauty enthusiasts. In 2019, Wishtrend TV was awarded a YouTube Gold Play Button, marking over 1 million subscribers.
Mind Nook (마인드눅)
Mind Nook is WishCompany's wellness content brand, launched in 2021. Focused on mindfulness, mental rest, and holistic well-being, Mind Nook creates meditative and restorative content for global audiences. In 2023, the brand received both YouTube and TikTok Silver Buttons. Mind Nook has partnered with the Korea Tourism Organization to develop wellness-focused tourism content for major domestic destinations.
elmt (엘엠티)
elmt is WishCompany's direct cosmetics brand, established in 2021. Operating as a direct-sales model, elmt offers streamlined skincare solutions and represents the company's expansion into new distribution formats beyond traditional retail and e-commerce.
Global Presence & Distribution
WishCompany maintains a comprehensive global distribution network spanning 80+ countries through 9,700+ retail touchpoints as of 2024.
Financial Performance
WishCompany recorded its highest-ever annual revenue of KRW 72.18 billion (approx. USD 54 million) in 2023, reflecting a compound annual growth rate (CAGR) of 82.4% since its founding. The company achieved major revenue milestones of KRW 10 billion (2014) and KRW 50 billion (2020) before surpassing KRW 72 billion in 2023. Over 90% of total revenue is derived from international markets, underscoring WishCompany's position as a globally oriented enterprise.
Awards & Recognition
WishCompany and its brands have received broad recognition across media, industry, and government bodies:
- Financial Times — Asia-Pacific High-Growth Companies 2022
- Ministry of Employment and Labor (South Korea) — Youth-Friendly Strong SME (6 consecutive years)
- Ministry of Trade, Industry and Energy (South Korea) — 30 Million USD Export Tower (59th Trade Day, 2022)
- Korea Consumer Forum — Vegan Cosmetics of the Year (Dear Klairs, 2022–2023, 2 consecutive years)
- 14 Global Beauty Awards in a single calendar year (2024)
- 250+ cumulative global beauty awards across brand portfolio
- PETA, Korean Vegan Certification Institute, The Vegan Society — cruelty-free and vegan certifications
Sustainability & ESG
WishCompany integrates environmental, social, and governance (ESG) principles across its operations under the "Vision 2026" sustainability roadmap, which targets a full transition to eco-friendly packaging materials by 2026 alongside measurable carbon reduction targets.
Key sustainability initiatives include:
- PCR (Post-Consumer Recycled) plastic incorporation across product packaging
- FSC-certified paper used in outer packaging for new product launches
- USE WELL, RE-USE WELL — a brand-wide empty bottle recycling campaign where consumers return used containers at the Dear Klairs Seoul flagship store in exchange for product samples, extending the recycling loop across all brands
- Ongoing transition to vegan formulations across both Dear Klairs and By Wishtrend product lines
See Also
"Positive Beauty Everywhere" — WishCompany Corporate Vision