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First K-Beauty store in the Benelux

Pioneer in Korean Skincare

As the very first physical K-beauty store in the Benelux, we have been selecting the finest Korean skincare from day one—long before it became a global trend.

Haru Haru [하루 하루] is the Korean word for 'day by day'. In our context, it stands for your daily skincare. Since 2016, we have been here to help you build a personalized routine. Haru Haru is the place to go for all your skincare and beauty advice. We do everything we can to help you, just like a big sister.

Haru Haru Logo

[HARU HARU]

A big sister for all your beauty advice and questions.

Logo Design Speech Bubble

[LOGO DESIGN]

The speech bubble in the logo stands for transparency.

Korean Beauty Pose

[K-BEAUTY POSE]

The girl "Haru" strikes a famous Korean beauty pose.

Haru's products

Our products are carefully selected based on ingredients, innovation, and customer feedback. Every product goes through a 3-month trial period, during which we listen to customer reviews before deciding whether it becomes a permanent addition to our collection.

All products come directly from the brands or official distributors in South Korea. This guarantees 100% authenticity and freshness. Our products comply with strict European cosmetics regulations (EC) N° 1223/2009, are cruelty-free, and are officially registered for the EU market.

Haru's criteria

  • Formulation:
    A perfect balance between active ingredients and comfortable textures.
  • Ease of use:
    Easy to layer and combine with other steps in your routine.
  • Price-Quality ratio:
    Fair pricing for high-performance results.
  • Skin feel:
    Lightweight, pleasant textures that feel great on the skin without causing irritation—perfect for your daily routine.

Haru's History

In November 2014, we opened our doors as Conceptual Styles on the Oude Binnenweg in Rotterdam. Alongside South Korean fashion, we brought the latest skincare and makeup directly to the Netherlands.

In June 2016, Haru Haru was introduced as its specialized skincare counterpart. Following a complete transformation, Haru Haru Beauty reopened in July 2017 to focus 100% on Korean skincare and cosmetics. We are proud to be the very first specialized K-beauty store (online and offline) in the Benelux!

Why choose Haru Haru Beauty?

A wide selection tested by us

Carefully curated products that we personally test extensively to match different routine steps, skin types, and specific skin needs.

100% authentic from Korea

Direct brand importing guarantees 100% authenticity, optimal freshness, and long shelf life for every single product.

Your Big Sister

We are here for you like a good friend—whether you need personalized skincare advice or handy travel tips.

Fast delivery & no hidden fees

Shipping directly from our own warehouse in Rotterdam means fast delivery with no unexpected customs charges. Or opt to pick up in store! ;)

Physical flagship stores

Visit us in Amsterdam or Rotterdam to test, feel, and experience products firsthand with tailored advice.

Official & fully compliant

Fully approved in accordance with European safety standards (EC 1223/2009). Safe, tested, and officially registered.

Haru's guarantee & contact

We always strive for the highest quality. Have a question, comment, or complaint about a product? Reach out to us directly on Whatsapp or at [email protected] for a quick solution.

For general inquiries or partnerships, email us at [email protected] or check our FAQ page.

Share your beauty moments with us on Instagram and TikTok!

Stay beautiful haru haru!
Haru Haru Beauty Team ;)