At Dear Klairs, we spend a lot of time analyzing data and testing formulas. But in February 2026, we decided to step away from the monitors and do something far more personal: we picked up the phone.
We reached out to a group of our dedicated repeat customers for a round of raw, unfiltered phone conversations. Looking past standard marketing metrics, we wanted to understand the real stories behind their morning routines, their skin anxieties, and the moments they look in the mirror. To do this, we spoke deeply with five female customers aged 25 to 45 living in South Korea.
1. Sensitive Skin Concerns are Dynamic
One key reminder was that our customers aren’t just looking for static solutions; their concerns change dynamically based on seasonal shifts, hormonal cycles, and modern lifestyle factors.
During our conversations, a customer shared how her routine completely pivots when her skin shifts due to hormonal cycles or external flare-ups. Another highlighted how she specifically cares for her skin depending on its immediate needs, using our iconic Blue Youth Activating Drop as a baseline: “I use it as a first essence booster before applying high-potency actives like retinol because it prevents my sensitive skin from becoming irritated.”
Hearing how our products live on your vanity has reminded us that sensitive skin care cannot be a one-size-fits-all formula—it must be adaptable to the real, shifting moments of your day-to-day life.
2. Product Textures Are a Sensitive Skin Safe Haven
When your skin is easily irritated or recovering from an active breakout, introducing a new product can feel incredibly stressful. Our customers told us that product texture is the ultimate factor that turns a skincare step into a “safe haven” where that baseline anxiety disappears. If a texture feels off, the formula becomes unusable, no matter how good the ingredients are.
A common thread emerged regarding skin repair and post-treatment care, as one interviewee explicitly stated: “Most post-procedure or recovery creams on the market are incredibly thick and heavy. I desperately want an ultra-lightweight texture that absorbs quickly while still providing deep soothing.”
True inclusivity for sensitive skin means recognizing that a product’s finish and tactile feel are just as important as its efficacy. We are reminded that lightweight, breathable barrier support is essential to making skincare feel like a relief rather than a risk.
3. Product Layering is More Complex Than it Seems
Our customers provided incredibly useful feedback on user patterns, revealing that product layering is a highly delicate science where products can easily clash if not guided properly.
One customer pointed out how rigid step-by-step instructions on a bottle can fail to account for unique skin types, describing how improper layering can disrupt an entire routine: “The product details say to use this as a final step, but for those of us with dry skin, we need clear guidance on how to layer it with additional moisturizers without causing our makeup to pill.”
Others shared that they want clearer ways to identify product compatibility across different lines to avoid overwhelming their skin.
Based directly on this valuable customer feedback, our digital and education teams are already working to address these routine complexities by revamping our product guides, while our product development teams take note of your long-term ideas for the future.
Thank you to everyone who shared their voice, their skin journeys, and their honest critiques with us. We promise to keep listening, one phone call at a time. Have a skincare story or a product adjustment you’d love to see? Connect with our global community on Instagram at @klairs.global.
