From Korean, "HaruHaru" translates to "every day." Thus, the brand wants to be inspired by everyday life, and hopes to bring miracles in terms of beauty and maintaining the healthy appearance of the skin. More than 95% of the ingredients they use are derived from nature, carefully picked so as not to compromise recipes. The ingredient that underlies most of their products is fermented black rice, which has been selected by US medical experts from among the 20 healthiest foods.

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