![[NEWS] The BB cream legend is back: No. 1 on Tmall Global and Shopee Malaysia](http://wishtrade.co.kr/cdn/shop/articles/Dear_Klairs_Illuminating_Supple_Blemish_Cream_Vegan_BB_Cream_Kbeauty.jpg?v=1791625652&width=3840)
Restock the BB cream that built its name before the trend came back: No. 1 in Tmall Global's brightening BB cream category for sales and repurchase, No. 1 on Shopee Malaysia, 14 awards in ten years, and 4.6 stars on YesStyle.
Key Takeaways
- It ranks No. 1 in Tmall Global's brightening BB cream category for both sales and repurchase rate.
- BB cream is back: on Musinsa, BB cream sales rose 50% and "foundation-free" searches 52% in Q1 2026.
- The original is back with it: No. 1 BB cream on Shopee Malaysia and viral across China and Southeast Asia.
Product at a glance: Dear Klairs Illuminating Supple Blemish Cream SPF40 PA++, Product Code DK20011 · No. 1 on Tmall Global brightening BB cream (sales and repurchase) · No. 1 BB cream on Shopee Malaysia · 4.6★ on YesStyle · 14 awards, 2015–2024
In this brief
- BB cream is back, and so is the original
- No. 1 on Tmall Global, and ten years of No. 1 titles
- Not the most coverage. The most natural skin, for longer
- A base that works like skin care
- Asia is where the legend sells today
- Sell the comeback, not just the tube
- What buyers usually ask about this BB cream
01 · Why now
BB cream is back, and so is the original
Korean shoppers are trading foundation for lighter base again. On Musinsa, BB cream transaction value rose 50% year on year in the first quarter of 2026, and searches for "foundation-free" rose 52%. Newsis called it "the BB is back".[1]
On Olive Young Korea, BB and CC creams were the only foundation-free base sub-category that gained reviews between November 2025 and April 2026.[2]
The Klairs Illuminating Supple Blemish Cream did not wait for the trend. It won its first No. 1 BB cream title at the Glowpick Consumer's Choice Awards in 2015 and was still winning in 2024.[3] When shoppers return to BB cream, they return to names they already trust.
02 · The legend
No. 1 on Tmall Global, and ten years of No. 1 titles
- No. 1 on Tmall Global. The tube ranks first in Tmall Global's brightening BB cream category for both sales and repurchase rate.[8]
- No. 1 BB cream on Shopee Malaysia. The tube leads the BB cream category on Malaysia's largest marketplace.[8]
- Viral across China and Southeast Asia. Creator posts and repurchase reviews keep bringing it back into feeds in China and across Southeast Asian markets.[8]
- 14 awards from 2015 to 2024. Five No. 1 BB cream titles from Glowpick and Rakuten, the Vana Award for Top Makeup Product in 2023 and 2024, Harper's BAZAAR Beauty Hot 100 and the MIIN Awards.[3]
Stylevana named it Best BB & CC Cream in its Year-End Vana Awards 2024, praising a skincare-makeup hybrid with natural coverage for dry and sensitive skin.[7]
Shoppers outside Asia rate it too: 4.6 stars from 528 YesStyle reviews.[12]
03 · Positioning
Not the most coverage. The most natural skin, for longer
Most base on the shelf competes on one number: how much it covers. The Klairs blemish cream sits somewhere else on the map. It gives natural coverage, does not turn grey, and fades evenly as the day goes on, so the skin still looks like skin hours later.
| Base type | What it sells | Where Klairs stands apart |
|---|---|---|
| Full-cover BB creams | Maximum coverage | Covers pores and uneven tone while the skin still reads as skin[4] |
| Foundations | Coverage built in layers | One thin layer that adheres closely, no build-up[3] |
| Tone-up creams | Instant brightening | Neutral beige that blends into the skin tone, with no grey cast[4] |
| Skin tints | Glow with little coverage | A silky glow plus enough coverage for redness and blemishes[3] |
Qualitative positioning by WishTrade across base-makeup types in Asian online and specialty retail
That position is what the awards and repeat buyers reward: shoppers who want to look like themselves, only smoother, all day.[3][4]
04 · What it is
A base that works like skin care
The cream applies thin and even for natural coverage, and its moist formula protects dry and sensitive skin while it adds a silky glow.[3] One layer brings SPF40 PA++, brightening and wrinkle-care actives (niacinamide, adenosine) and hydration from hyaluronic acid, centella and aloe.[4]
- Shade: One neutral beige that blends with most skin tones, for women and men[4]
- Finish: Creamy texture that sets fresh and develops a soft glow over time[4]
- Functional claims (Korea): Sun protection SPF40 PA++, brightening, wrinkle care[4]
- Key ingredients: Niacinamide, adenosine, sodium hyaluronate, centella asiatica extract, aloe vera leaf juice[4]
- Tests: Primary skin irritation test and sensitive-skin irritation test completed[3][4]
- Brand standards: Cruelty-free, vegan-friendly[3]
- Sizes: 40 g full size and a 10 g mini[5][6]
05 · Where it sells
Asia is where the legend sells today
- China. No. 1 in Tmall Global's brightening BB cream category by sales and by repurchase rate, the proof cross-border sellers ask for first.[8]
- Malaysia. No. 1 BB cream on Shopee Malaysia: a ready-made proof point for marketplace sellers and Malaysian specialty stores.[8]
- Korea. The home market is reigniting BB cream, and Korean creator Inssi has featured the tube several times, once in a video she bought herself.[1][11]
- Japan. Rakuten No. 1 BB cream in 2022 and No. 1 category bestseller in 2019; Japanese creator Miku Kato put it on her 2025 best-cosmetics list.[3][10]
06 · How to merchandise it
Sell the comeback, not just the tube
- Lead with the title. A shelf card that reads "No. 1 on Tmall Global · No. 1 on Shopee Malaysia · 14 awards" answers the shopper before staff have to.
- Show the finish. Use a swatch on the card and product page that shows no grey cast, with creator tests as the proof.
- Close the Klairs routine. Place it after moisturiser beside Klairs skin care, and use the 10 g mini as a gift with purchase.
| Klairs product | YesStyle rating | Reviews |
|---|---|---|
| Illuminating Supple Blemish Cream | 4.6★[12] | 528 |
| Freshly Juiced Vitamin Skin Prep Pads | 4.8★[12] | 1,329 |
| All-day Airy Sunscreen | 4.6★[12] | 545 |
A Klairs routine around the BB cream, rated on YesStyle. Checked 7 Oct. 2026.
07 · Buyer questions
What buyers usually ask about this BB cream
- Where does it rank? No. 1 in Tmall Global's brightening BB cream category for sales and repurchase rate, and No. 1 BB cream on Shopee Malaysia.[8]
- How many shades are there? One neutral beige, made to blend with most skin tones.[4]
- What finish does it give? Natural coverage that adheres closely, with a silky glow and no grey cast.[3][4]
- Is it suitable for sensitive skin? It has completed primary and sensitive-skin irritation tests.[3]
- What sizes are available? 40 g full size and a 10 g mini.[5][6]
- What about pricing and minimums? Wholesale pricing, stock and ordering terms are shared after account approval.
09 · Videos
Nine creator videos on the Klairs BB cream
9 videos · YouTube · Korea, Japan and global K-beauty creators
Every video here shows the Klairs Illuminating Supple Blemish Cream tube on screen. Several cover more than one product; each card describes only the Klairs part. Cards are ordered by views.
What the videos show: ten years of creators testing the same question, whether the shade turns grey, and finding a natural, even finish. Korean creator Inssi has featured it several times, once in a video she bought herself.
Partner with WishTrade
What partners get when they stock it
| Package | What is included |
|---|---|
| Global reach | Distribution in 80+ countries and 10,000+ online and offline retail partners. |
| Clinical & marketing assets | Ingredient and clinical documentation, consumer education guides, SNS content templates and visuals. |
| Sample program | Trial samples for buyer review and in-store consumer testing, plus seasonal promotion support. |
| Flexible MOQ | Minimum order quantities tailored from boutique retailers to large-scale distributors. |
| Dedicated account manager | One WishCompany contact from onboarding through operations, inventory management and trend briefings. |
Bring the BB cream legend back to your shelf
For the brand case, read 7 Reasons Your K-Beauty Shop Must Stock Klairs. View the Illuminating Supple Blemish Cream 40 g and the 10 g mini on WishTrade. Wholesale pricing, stock and ordering terms are shared after account approval.
Sources: [1] Newsis, "The BB is back": light make-up rises with the clean-girl and foundation-free trends (6 April 2026; Musinsa data). [2] trendier AI, Foundation-Free Base Makeup Trends Korea 2026 (9 June 2026; Olive Young Korea data). [3] Dear Klairs official site, Illuminating Supple Blemish Cream product page and History (awards) (checked 2 October 2026). [4] Klairs Korea official store, 일루미네이팅 서플 블레미쉬 크림 40g detail page (checked 2 October 2026). [5] WishTrade, Dear Klairs Illuminating Supple Blemish Cream SPF40 PA++ 40 g (checked 2 October 2026). [6] WishTrade, Dear Klairs Illuminating Supple Blemish Cream SPF40 PA++ 10 g (checked 2 October 2026). [7] Stylevana, Year-End VANA Awards 2024: The 14 Best Korean Makeup Products (checked 2 October 2026). [8] WishCompany market data: Tmall Global brightening BB cream ranking (sales and repurchase), Shopee Malaysia BB cream ranking and China/Southeast Asia social response (shared 2 and 7 October 2026). [9] YouTube, Jenn Rogers, Klairs BB Cream: I'm Not Gray! (a demo + review) (2016). [10] YouTube, Miku Kato, 2025 best cosmetics (31 December 2025). [11] YouTube, Inssi, seven hidden-gem products including a BB cream under ₩20,000 (2022). [12] YesStyle, Dear Klairs product ratings (checked 7 October 2026).