-Dear, Klairs unveils a new brand identity with a confident, modern look, launching two newly designed calming skincare products.
-The updated logo and streamlined packaging reflect Klairs’ refined and sincere approach to skincare.
Wishcompany, a global beauty company, has officially announced the rebranding of its skincare brand Dear, Klairs. The rebranding introduces a more modern and confident visual identity led by the brand itself.
The updated wordmark departs from the original italic lowercase styling, adopting a bold, uppercase typeface with refined detailing. This new design conveys both the brand’s quiet sophistication and its commitment to sensitivity and integrity.
The new packaging design emphasizes clarity by stripping away excess and highlighting key ingredients and functions. Each product is designed to communicate Klairs’ expertise and sincere approach to skincare, tailored to different skin concerns. The rebranding will be rolled out gradually across the full product line and brand assets.
The new identity makes its debut with the launch of two new products:
EGF Blue AC Calming Serum and EGF Blue Calming Toner Pads, both of which will be available exclusively through Musinsa’s “Mujinjang 25 Summer Black Friday” promotion until June 25.
The launch builds on the popularity of Klairs’ Blue Drop, which previously ranked No.1 in Musinsa Beauty’s daily skincare category and placed in the Top 10 of the Musinsa Beauty Awards—further demonstrating the brand’s strong fanbase and expectations for the new lineup.
Minhee Kim, Senior Design Manager at Wishcompany, stated,
“This rebranding represents our effort to deliver a more consistent and meaningful brand experience, rooted in Klairs’ unique philosophy of respecting sensitive skin. Through this new visual identity, we aim to strengthen emotional resonance with our customers and position Klairs as a more approachable and empathetic brand.”