Klavuu: The Hottest Emerging K-Beauty Brand of 2017

By December 26, 2016

Get to know Klavuu and learn why this pearl-based cosmetic brand is making waves in Seoul.

Stories From a Curator is a column by Charlotte Cho, the curator and co-founder of Soko Glam. As a licensed esthetician and the author of The Little Book of Skin Care, Cho gives a glimpse into her discovery process and what brands and products make the cut for the curated site.

There are thousands of brands being newly created in Korea every year, and it’s so easy to get lost in the shuffle. Luckily, I’m here to sift through it all and tell you what’s trending, what’s just O.K. and what’s so awesome, you need it part of your routine stat.

Today I’m going to introduce you to Klavuu, a K-beauty brand that hits the latter “awesome” category, and has even caused such a stir in Korea with all the celebs and beauty bloggers, that I predict it will be one of the hottest emerging K-beauty brands for 2017.

Though Klavuu (pronounced as “Kla-view”) is a relatively new brand in Korea that launched earlier this year, it’s clear that beauty experts and picky Korean beauty lovers have given it a solid thumbs up. Just check out the hashtag #klavuu on Instagram and you’ll see major beauty influencers in Korea talking about it and some well-deserved coverage in major magazine titles.

During fashion week, model Sunghee Kim was interviewed by Vogue beauty editor Monica Kim and she shared details of her favorite brightening mask from Klavuu! When a beauty brand can rise above all that noise in such a short period of time, it’s usually a good sign, especially in Korea when there are so many great ones to compete against.

While it was a plus to see that a brand that I’d been testing and enjoying since spring was getting a lot of attention, I had more personal and concrete reasons why I wanted Klavuu to be part of the Soko Glam curation.

Klavuu is a brand that focuses on the power of natural pearl extracts for brightening and hydrating the skin. All of their products contain pearl, one of those time-tested skincare ingredients that have been used for centuries to brighten and hydrate the skin. Klavuu revives this concept but also stepped it up a notch by adding the latest skincare trends and technology such as the brightening effects of fermented yeast, cream to ultra light foam consistencies, and even the latest and greatest cleansing water formulations.

I’m super excited for you to try my favorites which I’ve created mini reviews for:

Klavuu White Pearlsation Ideal Actress Backstage Cream SPF 30 PA++ : The famous Korean “base” makeup primer that everyone needs to add to their routine. I use this daily to “blur” imperfections for that soft, natural “no-makeup, makeup look,” under foundation and cushion, but usually alone.

Klavuu Pure Pearlsation Revitalizing Facial Cleansing Foam: The creaminess of the foam is out of this world. It’s light, creamy and moisturizing. The team and I raved about this after one try and is now a regular in my double cleansing routine.

Klavuu Pure Pearlsation Marine Collagen Micro Cleansing Water: I had to add more cleansing waters to the curation based on your request. Get ready, cause this one has no fragrance and no parabens! Major pluses: pearl extracts and fermented yeast.

Klavuu Pure Pearlsation Divine Pearl Cleansing Oil: It emulsifies and breaks down makeup like a dream and I love how it smells faintly of yummy vanilla. My kind of aromatherapy and I’m certain you’ll love it too.

Klavuu White Pearlsation Revitalizing Pearl Treatment Toner: Yes, yes to milky toners! The first ever milky toner to come to Soko Glam. I’m loving the glowing effects this pearl-infused toner has had on my skin.

And more to come! There are a few other products coming soon, but after it goes through proper custom compliance. Look out for in-depth reviews coming your way on The Klog for all our favorites!

I hope you enjoy exploring Klavuu. For a limited time, we’re celebrating the exclusive launch of Klavuu by offering 15% off all the products you see on Soko Glam with no code necessary.

+ Have you heard of Klavuu? What are your favorites?