Hyundai Department Store launches first 'Derma Beauty' specialty store

Hyundai Department Store is expanding its beauty offerings by launching South Korea's first offline specialty store dedicated to "Derma Beauty." The new store, named Khōde, opened on September 18th in the basement of its Pangyo branch. This initiative targets the rapidly increasing demand for high-performance skincare products that merge dermatological research with cosmetic innovation.

The concept of Derma Beauty involves products meticulously formulated by medical and bio-research teams, emphasizing ingredient efficacy. This trend aligns with a growing consumer preference for precise, condition-specific skincare solutions. Khōde, spanning approximately 165 square meters, aims to capture this market by offering a curated selection of brands that meet these exacting standards.

While department stores have previously featured specific product lines within brands that touch upon derma-cosmetics, Khōde marks the first time a specialized multi-brand retail space is dedicated entirely to this category. The store's name, Khōde, is derived from "CODE," signifying the unique skin characteristics of each individual, reflecting the store's commitment to personalized skincare.