[NEWS] 10 million units and still growing: why this no-scent toner keeps earning its shelf space

Product at a glance: Supple Preparation Unscented Toner · 180 mL · 10 million units as of April 2026 · No fragrance, no essential oils

In this brief

1. A heritage toner that is still growing
2. Sensitive skin is the majority experience
3. The original toner, minus the essential oils
4. Where it sits in the toner market
5. It answers the question sensitive-skin shoppers ask first
6. The U.S. and Vietnam show public proof
7. Sell it as the "no scent" choice in the toner step
8. What buyers usually ask about this toner

01 · Why now

A heritage toner that is still growing

The Dear Klairs Supple Preparation Unscented Toner became the first Klairs product to pass 10 million units, as of April 2026.[1] It launched in March 2018 as the original Supple Preparation Facial Toner without the essential oils.[2] Eight years of repeat purchases built that number. Shoppers kept coming back to the same bottle.

The curve has not flattened. The toner stood at 4 million units in August 2023 and 8 million by June 2025.[3][4] It then added 2 million more in about ten months to reach 10 million.[1] A buyer gets a product with a long track record and a sales line that is still rising.

Demand for the category is rising with it. U.S. sales of Korean beauty reached USD 2 billion in the 12 months to Aug. 9, 2025, up 37% from a year earlier, according to NIQ.[5] Most new shoppers start that routine with the hydrating toner step.

02 · The shopper worry

Sensitive skin is the majority experience

A meta-analysis of 26 studies covering 51,783 people in 18 countries found that 71% describe their skin as sensitive to some degree and 40% as very or moderately sensitive. The estimate was 38% in the Americas and 44% in Europe.[6] For a retailer, that means the question "will this irritate me?" comes up at almost every toner sale.

Fragrance is the first thing many of those shoppers check. "Fragrance is one of the more common causes of irritation in cosmetics," consultant dermatologist Dr Clare Kiely told British Vogue.[7] The Unscented Toner answers that question on the label: the product page lists no fragrance and no essential oils.[8]

03 · What it is

The original toner, minus the essential oils

The Unscented Toner keeps the base of the original Supple Preparation Facial Toner and removes the essential oils. Creators who compared the two ingredient lists side by side found them identical apart from those oils.[9][10] That matters for the shelf: the original built the name, and the unscented version carries it to shoppers who avoid scent.

• Scent: No added fragrance and no essential oils[8]
• Texture: Light, layerable liquid; one to three passes on damp skin[8][11]
• Key ingredients: Centella asiatica, licorice root, beta-glucan, panthenol, sodium hyaluronate[8]
• Size: 180 mL bottle; 30 mL mini[8]
• Launched: March 2018[2]
• Sold: 10 million units as of April 2026[1]

The milestones come from Dear Klairs: 4 million bottles in August 2023, 8 million units by June 2025 and 10 million by April 2026, full sizes and minis counted.[3][4][1] The original scented toner stood at 3 million units in June 2025.[4] The version without essential oils now leads the line it came from.

04 · Market position

Where it sits in the toner market

Hydrating toners sold to Western and Asian shoppers fall into four broad types. Each one sells a different promise. The Unscented Toner owns the one a sensitive-skin shopper checks first.

Qualitative positioning by WishTrade from public product information; no single competitor is rated. Checked 7 Oct. 2026.

05 · Why stock it

It answers the question sensitive-skin shoppers ask first

• Proven at scale. 10 million units as of April 2026, the first Klairs product to reach that mark.[1]
• Still growing. 2 million units added between June 2025 and April 2026.[4][1]
• A clear "no scent" answer. No added fragrance and no essential oils, the first thing a sensitive-skin shopper checks.[8]
• A built-in story for staff. Kelly Driscoll tried the original and the unscented version side by side and told sensitive-skin viewers to get the unscented one.[9]
• Strong ratings at a major U.S. retailer. Ulta showed 4.9 stars from 814 reviews for the 180 mL bottle on Sept. 29, 2026.[12]
• A proven layering role. Dear Klairs sold the toner as the middle step of a TikTok Shop "skin flooding" set, between a mist and a vitamin toner.[11]

06 · Where it fits

The U.S. and Vietnam show public proof

• United States. The toner is sold at Ulta, where it rated 4.9 stars from 814 reviews, and through the brand's U.S. store and TikTok Shop.[12][8][11]
• Vietnam. Dear Klairs reported that the Unscented Toner topped the toner category on Vietnam's TikTok Shop for 13 consecutive weeks from May 2023.[3]

07 · How to merchandise it

Sell it as the "no scent" choice in the toner step

• Lead with the number. A shelf talker that reads "10 million sold. No fragrance. No essential oils." gives the shopper two reasons in one line.
• Name the version. Label it "Unscented" on every product page and shelf strip.
• Offer the 30 mL mini. A mini brings new shoppers into the routine and leads to the full bottle.
• Use creator comparisons as content. Original-versus-unscented videos answer the question shoppers ask most. Link them on the product page.

08 · Buyer questions

What buyers usually ask about this toner

• How is it different from the original Supple Preparation Facial Toner? It removes the essential oils; creators who compared both ingredient lists found the rest the same.[9][10]
• How much has it sold? 10 million units as of April 2026, counting full sizes and minis.[1]
• How big is the bottle? 180 mL, with a 30 mL mini.[8]
• Is there fragrance? No added fragrance and no essential oils.[8]
• What about pricing and minimums? Wholesale pricing, stock and ordering terms are shared after account approval.

09 · Videos

11 creator videos on the Supple Preparation toners

11 videos · YouTube · unscented and original, each card labeled

Every video here shows a Supple Preparation toner bottle on screen. Several compare the original toner with the Unscented Toner; each card says which. Cards are ordered by views. One official brand video is included and marked.

Partner with WishTrade

What partners get when they stock it

Put the 10-million-unit toner on your shelf

For the brand case, read 7 Reasons Your K-Beauty Shop Must Stock Klairs. View the Supple Preparation Unscented Toner on WishTrade. Wholesale pricing, stock and ordering terms are shared after account approval.

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