Klairs: the minimalist Korean brand that popularized gentle AHA/BHA
In the K-beauty galaxy, Klairs holds a unique place: that of a minimalist, vegan, and cruelty-free brand that prioritizes quality over trends. Founded in 2010 by Wishcompany (a Korean group known for its ethical vision), Klairs has won over international clean beauty enthusiasts with refined formulas, carefully selected ingredients, and genuine environmental commitment. Its Freshly Juiced Vitamin Drop serum has become a global reference for gentle vitamin C.
At Ma Petite Corée, we know KLAIRS well. We import this brand directly from South Korea, through a short supply chain verified with authorized distributors. Our French-Korean team based in Seoul carefully selects every new release. In this article, we break down KLAIRS' DNA to help you understand what makes it unique in the bustling world of K-beauty. History, scientific signature, flagship products, usage tips, routine rituals: you will know everything before starting your KLAIRS journey. Enjoy your reading.
Klairs: ethical and minimalist K-beauty since 2010
Klairs was founded in 2010 by Wishcompany, a Korean parent company that also hosts the famous e-commerce platform Wishtrend. From the start, Klairs' positioning stood out: 100% vegan and cruelty-free, minimalist formulas without controversial ingredients, ecological commitment before it became a global trend.
The brand has focused on a rare ethical approach in K-beauty. Its packaging uses recycled materials, its formulas exclude parabens, sulfates, silicones, and synthetic fragrances. Animal testing is banned at all stages. This authentic ethics has won over a loyal community of users worldwide, especially in Europe and North America.
Klairs' international success was gradually built through word of mouth on Reddit, YouTube, and clean beauty communities. The Freshly Juiced Vitamin Drop has become an essential reference for gentle vitamin C, accessible even to sensitive skin. Today, Klairs is distributed in over 30 countries and remains true to its ethical DNA despite its success. To learn more, visit the Wishcompany, the parent company of Klairs.
Minimalism, vegan, and pure botanical ingredients
Klairs' signature rests on three inseparable pillars: minimalism, vegan, and botanical ingredients. Each formula contains a maximum of 15-20 ingredients (vs. 40-60 for mainstream brands), is 100% vegan (no animal-derived ingredients or testing), and prioritizes pure botanical extracts over synthetic actives.
Klairs' key ingredient is vitamin C in the form of pure ascorbic acid at low concentrations (5%). This "gentle" approach to vitamin C, often criticized for its instability, is optimized here by an anhydrous (water-free) formulation that preserves the active ingredient's activity. Sensitive skin that cannot tolerate strong vitamin C finds its ideal solution here.
Other signature active ingredients of Klairs include multi-molecular weight hyaluronic acid, centella extracts, camellia oil, and red ginseng extract. All selected for their skin tolerance and proven effectiveness. The formulations are developed to respect the skin barrier and avoid any irritation.
Always check the freshness of your K-beauty products. In Korea, the expiration date is read in year/month/day format, and the manufacturing date is also printed on the packaging. A product stored too long loses effectiveness, even if unopened. At Ma Petite Corée, we systematically check these dates to guarantee you fresh batches.
Klairs' flagship products
Klairs has been built around iconic references, each embodying the brand's ethical minimalist philosophy.
The Freshly Juiced Vitamin Drop is Klairs' absolute cult product. This serum contains 5% pure vitamin C in an anhydrous base to preserve its activity. It gradually brightens the complexion, reduces pigmentation spots, and boosts radiance without irritating even the most sensitive skin. Ideal for starting with vitamin C without risk of irritation.
The Supple Preparation Unscented Toner is a vegan hydrating essence designed to prepare the skin for subsequent treatments. Enriched with centella extracts, hyaluronic acid, and amino acids, it soothes reactive skin and provides immediate hydration. Its fragrance-free version is suitable for the most sensitive skin.
The Midnight Blue Calming Cream has become iconic for its characteristic azul blue color (from chamomile azulene, a powerful natural anti-inflammatory). This night cream instantly soothes irritated skin, redness, and inflammation. Perfect after peeling, laser sessions, or simply for sensitive skin.
Klairs for whom? Ethics and gentleness above all
Klairs is for authentic clean beauty enthusiasts who want vegan, minimalist, and ethical formulations. If you prioritize environmentally committed brands that refuse animal testing, Klairs is made for you. Sensitive, reactive, or intolerant skin to conventional cosmetics will find excellent tolerance.
Skincare beginners can also start with Klairs as their first brand. The minimalist formulations limit intolerance risks and routines are easy to build. Skin seeking gentle vitamin C will especially love the Freshly Juiced Vitamin Drop, an accessible alternative to high-concentration vitamin C serums that are often irritating.
Building your KLAIRS routine
A typical Klairs routine starts with a gentle cleanse, then the Supple Preparation Toner applied generously with the hands. The Freshly Juiced Vitamin Drop is preferably used in the morning before moisturizer. Finish with sunscreen during the day. In the evening, substitute vitamin C with the Midnight Blue Calming Cream for nighttime soothing.
To maximize the results of Klairs vitamin C, apply 2-3 drops on clean, dry skin, let absorb for 1-2 minutes before the next cream. Avoid combining with other acids (AHA, BHA, retinol) on the same day to prevent weakening the barrier. A 4-6 week course reveals the full potential: even complexion, natural glow restored, spots reduced.
K-beauty routines may seem complex, but they follow a simple logic: cleanse, prepare, treat, hydrate, protect. Adjust the number of steps to your time and skin. It’s better to do 4 steps regularly than 10 steps abandoned after a week. Consistency is the key to success in Korean skincare.
Our KLAIRS selection at Ma Petite Corée
At Ma Petite Corée, we select KLAIRS products with the utmost care. All our products come directly from South Korea, through a short supply chain, with systematic verification of authenticity and manufacturing dates before shipping. Our team tests new products on-site in Seoul before offering them to our European customers. Here is our favorite selection to discover the brand or complete your current routine, chosen from the best products in the KLAIRS catalog based on value for money and formula relevance.
Why buy KLAIRS at Ma Petite Corée?
Buying Korean products in Europe can come with unpleasant surprises. Counterfeits on general marketplaces, expired or poorly stored products, damaged packaging: the risks are real for uninformed consumers. At Ma Petite Corée, we import every KLAIRS product directly from South Korea, without dubious intermediaries. Our team based in Seoul checks each batch to guarantee authenticity, freshness, and packaging integrity before every shipment.
We also offer products that are still rarely distributed in France and Europe. New Korean launches premiered in Seoul, seasonal limited editions, formats exclusive to the Asian market: our catalog is constantly expanding. Our Franco-Korean team tests each product on-site in Seoul before offering it to our European customers, prioritizing products that have proven themselves with the local K-beauty community.
Klairs proves that ethical and minimalist K-beauty can be as effective as the most sophisticated brands. Find the entire KLAIRS range on Ma Petite Corée and discover why K-beauty continues to captivate millions of enthusiasts worldwide, from Seoul to Paris and New York.
— Yeseo, Ma Petite Corée team