– Dear Klairs was awarded “2025 Brand of the Year” in the toner category in Indonesia, hosted by the Korea Consumer Forum with local votes through Kompas.
– Rising interest in halal and vegan beauty continues to drive market growth, with Dear Klairs’ vegan formulas aligning strongly with this trend.
– Steady sellers, such as the Supple Preparation Unscented Toner, have reached over 7 million units distributed globally, solidifying Dear Klairs’ position as a trusted skincare brand.
Dear Klairs, was honored with the “2025 Brand of the Year” award in the Toner category in Indonesia, hosted by the Korea Consumer Forum.
The Brand of the Year Awards, one of South Korea’s largest consumer-led brand awards, selects leading K-brands through direct consumer voting. Previously held in Korea, China, and Vietnam, the program expanded this year to Indonesia through a partnership with Kompas, the country’s leading daily newspaper.
In Indonesia, demand for clean beauty, especially on halal and vegan formulations has been steadily increasing. According to global research firm Inkwood Research, the halal cosmetics market in Indonesia is projected to rise at a CAGR of 9.1% between 2023 and 2030, reaching a market size of approximately USD 11 billion by 2030.
Since its launch in 2010, Dear Klairs has consistently focused on vegan formulas, establishing a unique brand positioning in line with this trend. The brand continues to expand both online and offline markets in Indonesia, with strong sales momentum on Shopee, Southeast Asia’s largest e-commerce platform.
In Indonesia, Dear Klairs’ consistent bestsellers are the Supple Preparation Facial Toner, Freshly Juiced Vitamin Drop, and Midnight Blue Calming Cream. In particular, the Supple Preparation Unscented Toner has reached over 7 million units distributed globally.
Dear Klairs has also been recognized as “Vegan Cosmetics of the Year” in 2023, marking its second consecutive win. In that category, the brand achieved the highest consumer ratings in a survey of 1,000 vegan cosmetics users.
Wishcompany CEO Seongho Park shared, “We are delighted to be recognized in the Indonesian market for the strength of our products rather than excessive advertising. Moving forward, Dear Klairs will continue to grow as a sustainable beauty brand that earns long-lasting love.”