Founded in 2010, Wishcompany operates a vertically integrated model that combines product development, education content, and direct‑to‑consumer (DTC) commerce.
Its key skin care brands are namely Dear, Klairs, known for gentle, barrier-supporting products designed for sensitive skin, and By Wishtrend, a results-driven brand that incorporates active ingredients such as vitamin C, retinoids, and exfoliating acids.
The products are available in approximately 80 countries across North America, Europe, and Asia, spanning thousands of retail and distribution channels. These include DTC, online marketplaces, specialty beauty retailers, and large-scale distribution partners.
Wishcompany set foot into the US market in 2017, when interest in K-beauty was growing but accessibility remained limited, according to the firm’s US operations lead Chongrim Ku.
Last year, the company launched on online marketplace Temu, marking a new phase of its US expansion — a move said to enable it to assess demand efficiently and extend reach beyond traditional K-beauty strongholds.
This also follows Ku’s observation around how value-driven marketplaces are shaping Korean beauty brands’ US growth strategies.
“Historically, K-beauty brands entering the US relied on specialty retail partnerships and significant marketing investment, requiring substantial upfront infrastructure and limiting early flexibility.
“Today, online platforms are changing how brands enter and scale. As a value-driven marketplace with broad reach, Temu lowers entry barriers and expands geographic access, allowing brands to test demand earlier, scale more gradually, and diversify growth beyond traditional retail hubs,” Ku told CosmeticsDesign-Asia.
He added that lower costs, strong product discovery, and diverse category traffic enable ingredient-focused, performance-led skin care brands to gain visibility without relying heavily on brand legacy or large advertising budgets.
“Increasingly, the question for K-beauty brands is not only how to enter the US, but also how to scale efficiently with optimised investment. Value-driven marketplaces that combine accessibility with strong discovery are becoming part of that solution.”
Online marketplaces as a strategic channel
Based on Ku’s insights, online marketplaces have evolved beyond a simple transactional sales channel into a major consumer discovery infrastructure within the beauty industry.
For skin care brands in particular, this channel now serves three critical functions:
First, marketplaces drive conversion by capturing shoppers who already intend to buy but have not chosen a brand.
Second, they fuel discovery as consumers find new products through rankings, reviews, and routine-based browsing rather than traditional ads.
Third, the platform surfaces products with strong ratings, engagement and repeat purchases, which increases visibility for brands that deliver results, encourages loyalty, and builds both immediate sales and lasting trust.
“Temu is a clear example of a platform that embodies these three functions, which is why it is strategically important to us. It drives discovery and first-trial acquisition, introducing our brands to new consumers and expanding the top of the funnel.
“Beyond reaching price-sensitive shoppers, Temu connects us with audiences who may not typically shop specialty beauty retail or actively seek out skin care brands, making it an incremental growth channel rather than a cannibalising one.”
Content-driven approach supports global growth
Having started out as a beauty education company, Wishcompany has been building its content platforms focused on ingredient transparency, skin care routines, specific skin concerns, and two-way community engagement from the beginning.
Believing that skin care is rooted in trust, the firm prioritised education over heavy advertising.
“By helping consumers understand how skin functions and how ingredients work, we fostered credibility and informed engagement before driving purchase decisions.”
This content-led approach has been a key driver of the company’s international growth.
“In many markets, brand awareness was established through digital content long before formal retail entry, meaning consumers already understood our philosophy and products before they became locally available.
“Now, our content serves multiple strategic functions — education, customer support, brand building, and market entry — allowing us to enter new regions with an informed customer base and speed up global adoption.”
Not just another K-beauty brand
According to Wishcompany, the US’s perception of K-beauty has evolved through three distinct phases over the past decade. And in the recent one year, the firm has seen a notable rise in awareness and acceptance of K-beauty in the US, particularly outside traditional coastal strongholds.
“Our launch on Temu in early 2025 marked an inflection point in this expansion, driving growth in regions such as the Midwest and Southern US, where K-beauty penetration had generally been lower.
“Today, US consumers increasingly see K-beauty not as a passing trend, but as a credible source of skin care expertise. Our key goal in the market is to establish Wishcompany as a long-term, trusted skin care brand rather than a trend-driven player,” Ku explained.
Its strategy is built on three core pillars, alongside continued investment in and collaboration with Temu.
Specifically, the company will focus on accessible, dermatology-inspired skin care that bridges clinical and mass-market brands; establishing true omnichannel presence across DTC platforms, marketplaces, specialty retail, and social commerce, with each channel serving a distinct stage of the consumer journey; and prioritising education-led marketing through creators and community engagement rather than relying solely on performance advertising.
“Wishcompany’s expansion strategy differs from conventional beauty brands — we don’t lead with retail placement or heavy advertising, but with trust, education, and repeat usage. Online marketplaces like Temu help us accelerate reach and lower the barrier to discovery, while content builds belief and product performance drives long-term retention.
“Our objective in the US is to position Wishcompany not just as a K-beauty brand, but as a trusted global skin care authority.”
