The South Korean brand By Wishtrend emphasises that there is no single correct standard of beauty with its motto, “You are the standard.” It is based on the belief that every skin type and every person is unique, which is why it takes an individualised approach to skincare. It manufactures functional products that combine effective formulas with ease of use.

It was precisely this vibrant community of people from all over the world that was behind the founding of the By Wishtrend brand. This influence is also reflected in the emphasis on authenticity rather than a universal ideal. The brand's goal is to support everyone in discovering their own concept of beauty and to respect what makes them unique.

Its well-known range includes skincare products containing vitamin C, mandelic acid, and bakuchiol. For example, bakuchiol is used in the Pore Smoothing Bakuchiol Sun Stick. By Wishtrend aims to show that a daily routine doesn't have to be complicated or boring. On the contrary, it encourages people to discover cosmetics, which can be just as enjoyable as the results themselves.