INTO THE BRAND: BY WISHTREND

By Wishtrend isn’t a brand known for pumping out product after product, following trends, and pushing flashy products. What it is known for is an effective and functional take on skincare. And what could be more functional than developing products based on real feedback from thousands of customers?

By Wishtrend is part of a trio of sister brands, all of which fall under their umbrella company, Wishtrend. The other brands, Jungle Botanics, and the cult-favourite, Klairs, focus on natural beauty products and skincare for sensitive skin, respectively. By Wishtrend was created in 2015, with the purpose of focussing on skincare actives. The idea was to formulate products that were potent and whose effects were simple to understand. The foundations of the brand: “ingredients, formulations, and results”.

By using the feedback from 500,000 customers who used the Wishtrend e-commerce site, they had experts create products in response to real skin concerns by real people.

This preoccupation with function and effectiveness is reflected in their packaging. By Wishtrend products aren’t sold in fancy-looking bottles and boxes, but in packages that list the main ingredients in the formula. The effects of the product are listed in convenient checklist-like text beneath the name, so there is no question what you’re getting or what it’s supposed to do.

And like most other Korean skincare brands, By Wishtrend is cruelty-free, and doesn’t use animal testing. Their products are also free from some common irritants, like parabens, artificial fragrances and colours, and mineral oil.

Whether you’re looking for a vitamin C serum or an acid product for exfoliation, By Wishtrend will have an expertly developed formula you can count on. Here are some of their bestselling products: Pure Vitamin C 21.5% Advanced Serum

This high concentration vitamin C serum is one of the most potent ways to fade hyperpigmentation, firm the texture of the skin, and protect. Vitamin C is a powerful antioxidant known for preventing free radicals from forming, which reduces the amount of damage UV rays and pollution can cause to your skin. It also encourages the production of collagen, smoothing out fine lines and boosting elasticity. For younger looking and feeling skin, there isn’t much better you can do than a great vitamin C product. Just remember to avoid using it with acids, retinoids, and other vitamin C products, to reduce the chance of irritation. Store in the fridge for maximum shelf life! Mandelic Acid 5% Skin Prep Water

This acid exfoliant does what acids do best: encourage skin turnover, and dissolve dead cells and excess oils. By sloughing off the surface layer of dead skin, newer, healthier skin is revealed. This can also help if you’re looking to fade hyperpigmentation or acne scarring. If you do suffer from acne, an acid exfoliator will help keep pores clear from clogs, and break apart clumps of dead cells that irritate pores. Remember to use sunscreen whenever you use acids, because they can make your skin photosensitive, or use at night as part of your before bed routine. Green Tea and Enzyme Powder Wash

Exfoliating? Check. Cleansing? Check. Convenient? Check. If you’re looking for an alternative to stronger acids or have easily irritated skin, this wash combines a gentle powder scrub with papain, a gentle exfoliant. Just pour a little powder into your hand, combine it with water (water makes the powder dissolve, so more water means a more gentle scrub), and use the delicious green tea smelling lather to wash your face. This lightweight, liquid-free cleanser is an excellent travel companion. Acid Duo 2% Mild Gel Cleanser

One of the best things you can do to help balance your moisture barrier is to use a low pH cleanser. This lovely smooth gel cleanser has an ideal pH of 5.5, meaning it won’t leave your skin feeling dry or stripped. By Wishtrend uses two types of acids, LHA and PHA, to gently exfoliate and release dirt and sebum from the pores. Both types are a low irritation variety, so this is a great cleanser to use if you are newer to acids or find that stronger types irritate your skin. Use it after oil cleansing as the second step of your double cleanse. Vitamin 75 Maximizing Cream

This is the ultimate nourishing vitamin cream. Made up of 75% sea buckthorn water, this silky cream brightens, moisturizes, and clears skin. It’s full of vitamins which help smooth and even skin tone, as well as antioxidants to protect it from environmental damage. It can also help reduce inflammation and balance sebum production in the skin, preventing future breakouts. All in a lightweight, non-sticky, non-oily cream.

By Wishtrend may have a relatively small roster of products, but they’re created based on real feedback from real people. Their lineup is made to be practical, efficient, and easy-to-use so you can find something that really works for you.