Haruharu Wonder

Seoul, South Korea · Founded by Jae Won Jeong · Founder-led

Plant-powered, fragrance-free, certified-vegan K-beauty built around patented fermented black rice — gentle innovation without gentle ambition.

Why it matters

Founded April 2019 by Jae Won Jeong; the brand name translates to 'everyday' in Korean. Holds a patent on a proprietary fermented black rice extraction process the founder describes as 30x more antioxidant-potent than unfermented black rice. Named in BeautyMatter's Future 50 for 2026 — the only Korean clean brand in that cohort — and rolled into Target US in 2025 as part of the second wave of K-beauty.

Ingredients we're watching

fermented black rice →bamboo shoot barkcentella →niacinamide →

External

haruharu-wonder.com →

Other brands in Clean Skincare

Coverage on Clean Skincare

Köppen Is the Clean-Beauty Operating System Translated Into Oral Care
Mariko Lin · 5 min

Graph relationships

Timeline

Sources

Haruharu Wonder

Tata Harper Skincare

Rhode Skin

Credo Beauty

Köppen Is the Clean-Beauty Operating System Translated Into Oral Care