By: Danica Riley
In May 2026, Wishcompany, led by ceo Park Soung-ho, announced that three major serums from its skincare brands Dear, Klairs and By Wishtrend would launch in OLIVE YOUNG, Korea’s leading beauty and lifestyle retailer, physical retail stores in the United States. The lineup includes Dear, Klairs’ Freshly Juiced Vitamin Drop, Dear, Klairs’ Midnight Blue Youth Activating Drop, and By Wishtrend’s Pore Smoothing Bakuchiol Serum, bringing some of the company’s best-known products into OLIVE YOUNG’s U.S. offline retail expansion.
That launch brings both Dear, Klairs and By Wishtrend into clearer view in the U.S. market, while giving Dear, Klairs a particularly strong position through products associated with gentle skincare. With a brand identity centered on sensitive skin and minimalist formulations, Dear, Klairs enters the retail setting with a message that is easy for consumers to recognize. The move also gives the brand a more visible presence in a market where in-store discovery still plays an important role.
Offline Placement Gives Sensitive Skincare New Visibility
A shelf can do what a homepage cannot. Online distribution creates access, but physical retail creates visibility. When a product enters a store, it becomes part of everyday browsing, side-by-side comparison, and in-person discovery, all of which can shape how consumers understand a brand.
Dear, Klairs benefits from that transition in a direct way. Its presence in Olive Young’s U.S. physical retail environment gives consumers an in-store point of contact with a brand that presents itself as centered on sensitive skin. That kind of placement can be especially meaningful for skincare, where shoppers often respond to familiarity, packaging clarity, and product recognition at the shelf.
Dear, Klairs Is the Brand That Makes Gentleness Easy to Read
Dear, Klairs also has the advantage of being easy to understand at a glance. In a retail environment, clarity matters because shoppers often make decisions quickly. A brand built around gentle, effective skincare for sensitive skin enters that space with a clear point of view rather than an overly technical message.
That clarity is reinforced by the products included in the launch. Freshly Juiced Vitamin Drop is described as a brightening serum formulated with 5% pure Vitamin C and has recorded more than 4 million bottles sold. Midnight Blue Youth Activating Drop, also known as the Blue Drop, is presented as a calming, slow-aging ampoule with more than 1 million bottles sold. Together, the two products help define Dear, Klairs’ role in the launch.
By Wishtrend Expands the Story, but Dear, Klairs Grounds It
By Wishtrend gives OLIVE YOUNG’s U.S. launch greater breadth. Its inclusion shows that the rollout covers more than one Wishcompany skincare brand and presents a broader selection of serums to U.S. shoppers. The Pore Smoothing Bakuchiol Serum adds another dimension to the lineup through a formula that combines bakuchiol, niacinamide, and peptides.
Dear, Klairs, however, remains central to the way the launch is framed. With Freshly Juiced Vitamin Drop and Midnight Blue Youth Activating Drop leading the Dear, Klairs presence, the brand enters U.S. physical retail with products that connect directly to its sensitive-skin positioning. That gives the broader rollout a more defined identity.
The Essentials Shelf Starts to Change
The OLIVE YOUNG launch places Dear, Klairs within a new retail setting in the United States. That shift matters because physical placement changes how consumers encounter the brand, moving it from primarily digital discovery into an in-store environment where visibility can build familiarity more quickly.
Dear, Klairs fits naturally into that transition. With bestselling serums, recognizable formulas, and a brand identity built around sensitive skin, it enters OLIVE YOUNG’s U.S. physical stores with a clear product story and an established skincare focus. The result is a retail debut that feels coherent, accessible, and closely aligned with the brand’s existing strengths.
