Care:Clove is a young South Korean brand that builds on its scientific research into skin health and produces products for home use. The brand's philosophy is "Pure Beauty", which expresses admiration for nature's ability to restore its vitality. The production processes use natural plant ingredients, avoiding the addition of chemical preservatives. All products are made without animal testing.

The brand follows a reasonable pricing policy and does not organise extensive marketing campaigns. The packaging is simple and uses a minimum of colour to emphasise naturalness.