Hi, I’m Josh on the right, and my partner’s name is Jin Woo on the left.
Jin Woo and I have been friends since high school. After college, life took us in different directions. Jin Woo moved back to Korea, and I stayed in the U.S. We kept in touch over the years, checking in from time to time as we both built our lives, started families, and tried to act like responsible adults.
Somewhere along the way, we realized we cared about a lot of the same things. Jin Woo was interested in eco-friendly and sustainable products, and I was interested in building a brand people could truly trust.
Like many people, I had started to feel disappointed by brands I once believed in. Products that seemed safe or “clean” would later show up in headlines for containing things like toxic chemicals, forever chemicals, heavy metals, or other substances no one really wants near their family. And it was not just one category. It was food, clothing, toothpaste, bathroom products — basically the everyday things we use without thinking too much about them. Until suddenly, we have to think about them.
That shared concern became the starting point for haruxharu.
As Koreans, we also wanted to share more of the traditional daily care rituals we grew up around. Korea has so much more to offer than K-pop and K-food, as great as those are. There is also a quiet wisdom in the way Korean families have cared for their homes, their routines, and each other day by day.
With Jin Woo in Korea working closely with suppliers and makers, and me here in the U.S. learning what families are looking for, we decided to join forces.
haruxharu was created to make thoughtful daily ritual goods that families can feel good about using. We are starting with traditional Korean sochang towels because they are simple, practical, and made for real everyday care.
Our goal is not to be the loudest brand in the room. It is to be one you can trust — through thoughtful materials, closer supplier relationships, random testing, and clear communication.
We are still a small brand, and we know trust is not something we can simply claim. It is something we have to earn through the choices we make, the partners we work with, and the way we communicate with you.
Day by day, that is the kind of brand we are building.