Wishcompany Turns To Temu To Bring Korean Skincare To New U.S. Shoppers

Wishcompany, a Korean beauty and content company (CEO Soungho Park) with U.S. offices in Irvine, California, is using Temu to bring its skincare brands to more American shoppers looking for quality products at good prices.

The Seoul-founded company sells its brands — Dear Klairs and By Wishtrend — through a single Temu store. Wishcompany, which was founded to bring gentle, effective skincare to a global audience, says the move is helping attract first-time Korean beauty buyers, especially in the Midwest and South, where the trend has been slower to take hold.

“Skincare products are highly targeted, but Temu’s broad reach into diverse consumer segments allows our brands to find their ideal audiences, making it a strong partner for expanding their footprints in North America,” said Chongrim Ku, who leads Wishcompany’s U.S. operations. “That synergy helps raise brand awareness, encourages mix-and-match purchases, and builds a stickier following.”

Since launching, Wishcompany’s Temu shop has maintained a 4.9 out of 5 customer rating, with shoppers praising the quality and gentleness of the products. Wishcompany lists about 50 products on the marketplace and says sales are growing in areas where K-beauty has had a smaller presence. The team is selling both full-size products and smaller trial versions. Regular sizes now outsell the minis, Ku said, but the smaller ones helped first-time buyers test the products before committing.

Wishcompany also offers “discovery” kits that bundle bestsellers from its brands. Ku said combining items such as Dear Klairs’ serum and a By Wishtrend cream helps shoppers explore different routines and see how the products work together.

The company uses Temu’s promotional campaign tools and real-time analytics dashboards to test prices, bundles, and coupons. Ku said Temu’s business development team also shares insights on how products are performing and suggests ways to improve visibility. One example, he said, was when Temu featured the Dear Klairs Midnight Blue Youth Activating Drop, helping boost interest and sales.

Ku said Temu attracts shoppers who look for affordable but high-quality skincare. Wishcompany’s core customers range from ages 24 to 39, but the company sees room to expand that base. The company is testing product bundles and planning seasonal sets, such as a holiday pairing of products from Dear Klairs.

Wishcompany entered the U.S. market in 2017 to tap into the growing curiosity about K-beauty. Many consumers wanted cruelty-free, ingredient-focused skincare at approachable prices, Ku said, and this matched Wishcompany’s flagship brand, Dear Klairs. “Our goal was to make K-beauty not just a trend but a trusted part of everyday skincare routines in the U.S.,” he said.

The company manages its logistics, fulfillment, and customer service from a 10,000-square-foot facility in Irvine, California, where about a dozen employees handle U.S. operations. The team may expand as Temu sales grow, Ku said.

While Wishcompany continues to sell through other channels, Ku said Temu is key because it lets the company keep prices accessible and respond quickly to shoppers’ feedback. Ku recalled one customer who found Dear Klairs on Temu and later told the company the products finally calmed her sensitive skin after years of trying others. “She described it as ‘finding skincare she could finally trust,’” Ku said.

For Wishcompany, success on Temu will depend on how many of those new K-beauty users return for more.

This article is for informational purposes only and does not substitute for professional medical advice. If you are seeking medical advice, diagnosis or treatment, please consult a medical professional or healthcare provider.

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