Interview

Get to know Haruharu: An exclusive interview with the CEO
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SkinTalks - March 07, 2025

Hey Skintalks readers! 

Today, we’re celebrating International Women’s Day by shining a light on an amazing women-owned skincare brand, Haruharu Wonder. We sat down with Jae, the incredible CEO of Haruharu, a brand that’s redefining clean beauty with innovation and passion.

In this exclusive interview, we get to know the brand better as we explore the inspirations behind it, Jae’s passion for creating skincare that people can’t stop raving about, and her journey as a woman CEO. Ready to get inspired? Let’s jump in!

Get to know Jae and Haruharu Wonder

Can you introduce yourself to our readers?

Nice to meet you, everyone! My name is Jae, and I am the CEO and founder of Haruharu Wonder. I was born and raised in Seoul, Korea and I have a background in Art and Design, as well as product development. I utilized these skills in founding Haruharu Wonder, and I think they really shine through in Haruharu Wonder’s dynamic, creative, and vibrant brand identity.

What motivated you to enter the beauty industry, and how did your journey lead to the creation of Haruharu Wonder?

While working in the cosmetics industry, I always thought having a good and conscientious cosmetics brand would be nice. There are brands with good philosophies such as Freitag and Patagonia in the fashion world, but, unfortunately, they are rare among cosmetic brands. Rather than just focusing on growth and profit, I wanted to create a brand that our generation could relate to more.

 

Thinking about what a good cosmetic brand is, I decided that rather than simply emphasizing aesthetics, I should aim to create a brand that positively impacts our daily lives. I set the direction of the business while thinking about what kind of brands I would want to support. Even if it's not a social enterprise, I decided to make ethics and positive impact (for example vegan and sustainable) the standard for the brand.

The name Haruharu Wonder is so unique. What does it mean, and what message are you hoping to convey through the name?

Haruharu means Day by day in Korean. We believe in making little but effective changes in our everyday routines that lead us to a better ourselves with small daily wonders.


As well as our day-by-day skincare needs, I also created Haruharu Wonder to be a more responsible brand that also takes care of our environment and community as a daily commitment.

Haruharu Wonder products are loved for their use of natural ingredients and eco-friendly packaging. Why was it important for the brand to focus on these values?

The decisive reason for making natural, vegan skincare was that I personally experienced the amazing effects of plant-based cosmetics. I had always loved high-end skincare, but my skin worsened due to unnecessary additives used in global luxury brands for longer shelf life. After switching to natural products, my skin improved significantly.

 

Plant-based skincare is less irritating, strengthens the skin barrier, and enhances overall skin health. This experience inspired me to create products with high-quality ingredients that customers can trust. Natural and vegan skincare isn’t just an ethical choice—it delivers proven results for skin, people, and the planet.

 

We also prioritize thoughtful, eco-friendly packaging. First impressions matter, so we carefully design every detail—from bottle shape to textures and colors. To reduce our environmental impact, we use FSC-certified paper, minimize plastic, and print with soy ink. We continuously seek sustainable innovations, like refillable pods for our Centella Phyto & 5 Peptide Concentrate Cream.

As well as the environment, we also make efforts to ensure our packaging is accessible and user-friendly. Our packaging features easy-open designs and braille, making healthy beauty available to everyone. We also value community feedback, adapting our products based on insights from SNS and our WONDERUS program. This close relationship with our customers fuels our passion and sets Haruharu Wonder apart.

About Haruharu Wonder's products

Haruharu Wonder has a variety of products. Could you recommend which ones are best suited for different skin types or concerns?

Sure! For overall skin condition, I’d recommend our Black Rice products. They are packed with antioxidants and fermented goodness, ensuring the skin is in its best condition. The line contains fermented black rice and hyaluronic acid so it's perfect for slow-aging, improving skin texture, hydration, and glow.

 

The products I'd most recommend for hyperpigmentation or redness include our Centella 5% Niacinamide Gel Cream, Centella 4% TXA Dark Spot Go Away Serum, and Black Rice Probiotics Barrier Essence. For example, the serum helps reduce the appearance of hyperpigmentation with Tranexamic Acid, Niacinamide, and Vitamin C, while the n.Pearin helps immediately offset redness. For redness caused by irritation, that's where I'd recommend the essence as it provides powerful soothing and barrier support.

I'd recommend the Centella 3% PHA Gentle Liquid Exfoliating Serum for day-to-day management of decongesting pores, and also the Black Rice Night Knight Retinol Serum. Retinol is best for aging skin, but it's also a tried-and-true hero ingredient for dealing with breakouts.

Which Haruharu Wonder product do you think will be the brand’s new hero in 2025?

I can definitely say the Black Rice Probiotics Barrier Essence will be our new hero in 2025. I can sense that already.

You must have a personal favorite among the products. Could you share which one it is, and why?

It’s really hard to pick one! But I think I’ll have to go with the Black Rice Hyaluronic Toner and Black Rice Facial Oil. They are my absolute must-haves. The Black Rice Hyaluronic Toner is a perfect all-year-round item. The Black Rice Facial Oil is super versatile, it can be used on its own, or mixed with a toner, cream, essence, or foundation to achieve a healthy glow. It is super lightweight. I always use our toner with a few drops of our facial oil in my daily routine. I highly recommend them!

Shop Jae's product recommendations
Centella 4% TXA Dark Spot Go Away Serum

Centella 4% TXA Dark Spot Go Away Serum

€21.56
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Black Rice Probiotics Barrier Essence

Black Rice Probiotics Barrier Essence

€19.76
See more
Centella 3% PHA Gentle Liquid Exfoliating Serum

Centella 3% PHA Gentle Liquid Exfoliating Serum

€19.35
See more
Black Rice Hyaluronic Toner

Black Rice Hyaluronic Toner

€18.47
See more
Black Rice Facial Oil

Black Rice Facial Oil

€16.43
See more
Centella Phyto & 5 Peptide Concentrate Cream

Centella Phyto & 5 Peptide Concentrate Cream

€19.76
See more

More Haruharu Wonder

Women’s Day Reflection

The K-Beauty market is growing rapidly, with many brands led by men. As a woman CEO, what challenges have you faced, and what do you see as the advantages of being a woman in this industry?

As a woman, I can understand the customer's perspective well. Because I use beauty products all the time, probably more than men on average, I consider this an advantage. I’m constantly getting ideas and inspiration for something better for my skin. In fact, my own product experience is often reflected in our product planning.

 

Building a business is never easy. It takes more than a great idea, but also the tenacity to navigate the many moving parts and processes required to bring that great idea to life so I focused on empathy and consideration of our daily lifestyles.

On this Women’s Day, if you could offer one piece of advice or a message to women across the globe, what would it be?

I don’t think I’m in a position to give advice, but one of my favorite fashion designers, Diane von Furstenberg once said “We all have a wonder woman inside us.” I truly believe this quote. I’ve never met a woman who is not strong. Please let your wonder woman out and believe in yourself.

Final thoughts

Haruharu is a shining example of a woman-owned brand that blends innovation, sustainability, and heartfelt passion for skincare. Jae’s journey as a CEO proves that great beauty goes beyond skin deep: it’s about impact, responsibility, and empowerment. Happy Women’s Day!

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