Brand Comparison
HABA vs The History of Whoo
A head-to-head comparison of two popular K-beauty brands. Which one is right for your skin?
Our Pick
The History of Whoo
Higher editor rating (8.8 vs 8.5)
HABA
HABA is the Japanese cult brand that quietly built squalane skincare as a global category. Founded in 1983 in Tokyo, the brand's philosophy is genuinely radical even by today's clean-beauty standards: preservative-free, additive-free, fragrance-free, and minimal-INCI formulations. The Squa Facial Lotion (100% pure pharmaceutical-grade squalane in a tiny iconic bottle) is the brand's flagship — one or two drops as a pre-toner step delivers the glow that a multi-step routine can't. Beyond squalane, the G Lotion preservative-free toner, the Squa Facial Moisturizer, and the White Lady brightening essence extend the platform.
Pros
- ✓ pioneered squalane skincare as a global category
- ✓ preservative-free, additive-free, fragrance-free philosophy
- ✓ pharmaceutical-grade squalane sourcing
- ✓ decades-long Japanese cult validation
Cons
- ✗ preservative-free formulations have shorter shelf life
- ✗ minimalist ingredient lists may feel under-formulated to active-led routine fans
- ✗ limited international distribution outside YesStyle/Stylevana
- ✗ small-bottle pricing makes per-ml cost higher
The History of Whoo
Price tags that make you wince and packaging that belongs in a palace museum — but the Bichup Self-Generating Anti-Aging Essence is legitimately good, and the Gongjinhyang:Seol brightening line has receipts. You're paying for the ritual as much as the results, which is either the point or the problem, depending on who you are.
Pros
- ✓ Heritage formulas with modern polish
