[NEWS] Light, mineral, tone-up: three Dear Klairs sunscreens for Europe and Asia

Product at a glance: Three sunscreens · All-day Airy, Airy Mineral, TXA Tone-Up · Product Codes DK10006 · DK10226 · For Europe, Japan and Southeast Asia

In this brief

1. Korean sun care has a new map
2. Heavy, mineral or tone-up: one brand, three answers
3. Three sunscreens, three different jobs
4. One brand covers the whole sun shelf
5. Europe first, with Japan and Southeast Asia alongside
6. Sell three answers, not three tubes
7. What buyers usually ask before a sun-care order

01 · Why now

Korean sun care has a new map

Korean cosmetics exports reached a record USD 11.4 billion in 2025, up 12.3%. Japan took USD 1.1 billion of that, the third-largest market.[1] Europe is the fastest-opening door. Exports to Poland grew from USD 3 million in all of 2023 to USD 150 million in the first half of 2025, making it the first European country in the top 10 destinations for Korean cosmetics.[2]

The second signal comes from the formula. Dear Klairs built its newest sun SKU, the TXA Supple Tone-Up Sun Essence, around tranexamic acid at 10,000 ppm, with niacinamide and glutathione, and backed it with clinical studies.[3] Shoppers who want more even-looking skin already use a sunscreen every morning. This one does both jobs.

02 · Three questions

Heavy, mineral or tone-up: one brand, three answers

Staff at a sun shelf hear three questions more than any others. Will it feel heavy? Is there a mineral option? Is there one that evens out my tone? Dear Klairs has one sunscreen for each.

• "Will it feel heavy?": All-day Airy Sunscreen, 50 g. An essence-type sunscreen with niacinamide, panthenol, allantoin and adenosine that leaves no white cast, launched in June 2022.[4][5]
• "Is there a mineral option?": All-day Airy Mineral Sunscreen, the zinc oxide version of the line with ceramide NP, in 35 g and 60 g. Tested non-comedogenic and fragrance-free.[6][7]
• "Is there one that evens my tone?": TXA Supple Tone-Up Sun Essence, 50 mL. A lavender-tinted essence with tranexamic acid at 10,000 ppm, niacinamide and glutathione.[3][8]

03 · Market position

Three sunscreens, three different jobs

Ingredients from Dear Klairs and WishTrade product pages. Protection ratings and filter approvals differ by market.

04 · Why stock it

One brand covers the whole sun shelf

• Airy has lasting creator support. Dr Dray, a dermatologist on YouTube, finished a full tube and said she would buy it again, citing a silky, non-greasy texture and no stinging around the eyes.[9] Korean creator Directorpi put it in a "top of top" pick of 2024 sunscreens, in a video with 965,472 views.[10]
• The tone-up essence is built on clinical testing. Dear Klairs reports 24-hour UV protection persistence in clinical studies, and the formula is clinically tested for sensitive skin.[3]
• It adds care to the sun step. Tranexamic acid at 10,000 ppm with niacinamide and glutathione turns a daily sunscreen into a brightening step.[3]
• The mineral SKU answers sensitive skin. Zinc oxide with ceramide NP, tested non-comedogenic and fragrance-free.[7]
• The line gives staff a script. Sheer, mineral or tone-up is easier to explain than three unrelated brands.

05 · Where it fits

Europe first, with Japan and Southeast Asia alongside

• Europe. Poland went from USD 3 million to USD 150 million in Korean cosmetics in under two years and entered the top 10.[2] Dear Klairs already names Northern Europe among its markets.[11]
• Japan. The third-largest market for Korean cosmetics at USD 1.1 billion in 2025, and a shopper base that already expects light, daily sunscreens and tone-up bases.[1]
• Southeast Asia. Vietnam is one of the markets Dear Klairs names among more than 5,400 stores in 80+ countries. Year-round sun makes a daily sunscreen a repeat purchase.[11]

06 · How to merchandise it

Sell three answers, not three tubes

• Shelf. Group the three SKUs with a one-line sign: light, mineral, tone-up. Place the tone-up essence nearest base makeup and primers.
• Product page. Lead Airy with texture and a wear test, which is what the creator videos show. For the tone-up essence, show the lavender tint on skin.
• Staff line. "Last step of your morning skincare. Pick light, mineral or tone-up depending on how you want your skin to look."
• Testers. Put a tester of the tone-up essence next to base makeup. The tint sells itself on the back of a hand.

07 · Buyer questions

What buyers usually ask before a sun-care order

• Which SKU should lead? All-day Airy, the light daily sunscreen with the longest creator record. Add the mineral and tone-up SKUs to complete the shelf.
• What makes the TXA essence different? A lavender tint for yellow-looking skin, an essence texture, and tranexamic acid at 10,000 ppm with niacinamide and glutathione.[3]
• Which markets is the line for? Europe, Japan and Southeast Asia. Confirm registration and labeling for your country with WishTrade before ordering.
• Why three SKUs instead of one? Sun-care shoppers choose by feel and finish. Three clear answers keep the choice simple.
• What about pricing and minimums? Wholesale pricing, stock and ordering terms are shared after account approval.

08 · Videos

12 creator videos on the Airy sunscreens

12 creator videos · YouTube · 11 Airy, 1 Airy Mineral

Every video here shows All-day Airy Sunscreen or All-day Airy Mineral Sunscreen on screen. Cards are ordered by views.

Partner with WishTrade

What partners get when they stock it

Build the sun shelf with three clear answers

For the brand case, read 7 Reasons Your K-Beauty Shop Must Stock Klairs. View All-day Airy Sunscreen and the TXA Supple Tone-Up Sun Essence on WishTrade. Wholesale pricing, stock and ordering terms are shared after account approval.

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