Haruharu Wonder, the K-beauty name that’s built a loyal following, has officially landed in the Middle East, launching exclusively at Ulta Beauty in the UAE.
The name means ‘day by day’ in Korean, and that pretty much sums up the approach. Forget 12-step routines or miracle claims, Haruharu Wonder offers sustainable, simple, and hardworking formulas that do their job over time. The focus is on fermented ingredients (particularly black rice), which help boost antioxidants and support the skin barrier.
The brand’s patented liposome absorption technology—Ultra Deep Technology (UDT)—helps all skin types absorb actives more efficiently, making better use of every drop.
What makes Haruharu Wonder stand out is what it doesn’t do. You won’t find any unnecessary fragrances, nothing is over-complicated, and the whole range is vegan and cruelty-free, built on the idea that good skin comes from consistency.
To make things easier, the brand has launched with two daily-use starter kits.
The Haruharu Wonder Complete Cleansing Duo Kit (AED 155) distils the Korean double cleanse into two straightforward steps. A lightweight oil cleanser melts away makeup, SPF and daily buildup, formulated with naturally derived oils—including rice bran, olive, sunflower, macadamia and jojoba—and enriched with Vitamin E and antioxidant-rich fermented black rice. It’s followed by a gentle, pH-balanced gel cleanser that clears any remaining impurities while supporting the skin barrier. The result is skin that feels clean, soft and balanced without tightness or irritation.
The other is the Best Glow Mini Trial Kit (AED 103), which offers an introduction to the brand’s core routine, bringing together four of its bestselling formulas in travel-friendly sizes. A lightweight cleansing oil removes makeup, SPF and excess sebum without stripping the skin, followed by a gentle AHA gel cleanser to refine texture. The cult-favourite toner, powered by fermented black rice, hyaluronic acid and red ginseng, delivers immediate hydration, while a probiotic-rich essence strengthens the skin barrier.
Every Haruharu Wonder product is cultivated and perfected by renowned in-house lab scientists for tangible, lasting results. And something else we love? Their packaging uses recycled materials and low-impact inks to reduce environmental impact.
