Welcome to the Dear, Klairs desk editorial

This page is the editorial side of the Dear, Klairs wholesale desk. It is written for the people who buy for independent spas, salons, esthetician studios, K-beauty boutiques and small beauty shops in the US. If you decide what goes on your shelf or your back bar, it is written for you.

Dear, Klairs was founded in Seoul in 2010 around one idea: "Respect your sensitivity." The line is available in 80+ countries and 5,400+ online and offline stores. It is a PETA cruelty-free brand with vegan formulas. You will see those facts come up again here, in plain terms you can repeat to a client.

What you will find here

Two short reads a day, one in the morning and one in the afternoon, Pacific time. Each takes three or four minutes. Every piece falls into one of these categories:

• Product brief. One product: what it is, who it suits, sizes and MSRP, and how to talk about it.
• Retail playbook. Selling steps you can run with your team this week, like an in-chair demo or a first-order plan.
• Merchandising. Shelf plans, facings, tester placement and simple bundles.
• Selling skin. Consultation language for common client questions, in cosmetic terms you can use safely.
• Ingredient 101. Label reading for your front desk: what an ingredient is and what a number on the label means.
• Season and Trend. What changes on your shelf month to month, and why.
• Desk notes. News about the desk itself.

How we write

Every product fact comes from the product's published description and ingredient list. Prices are MSRP only. We use cosmetic language, the kind you can repeat to a client without overpromising. When a result has a number attached, we say where it came from. When we give advice, we label it as advice.

Each article includes one short script in a box marked At the counter or Shelf note. Copy it onto a card, read it at a morning huddle, or tape it next to the register.

How to use it with the rest of the desk

1. Read the brief, then check the catalog. Product briefs match what you see in the catalog, where case packs and availability live.
2. Use the webbook for the hero. The EGF Blue Youth Activating Drop has its own buyer webbook, with the full product story in one place.
3. Catch the Wednesday update. The Wednesday desk update rounds up the week's articles and anything new on the desk.
4. Know the ordering basics. The minimum is one full case of a product; products ship in sealed case packs from California, or your carrier can collect. The details are on how ordering works.

Shelf note: "Dear, Klairs was founded in Seoul in 2010 around one idea: respect your sensitivity. Ask us which step fits your routine."

What comes next

This afternoon's brief covers the EGF Blue Youth Activating Drop, the blue first step after cleansing. Later this week: a three-minute in-chair demo, an ingredient explainer for your front desk, a fall shelf reset and a one-shelf plan for the Blue Line.

New to the desk? Apply for a wholesale account, and each article will line up with products you can order.