Hyundai Department Store said on the 26th that it will open Korea's first store dedicated to "derma beauty," a category of products developed with input from medical and biotech experts to improve skin function. The term combines dermatology and beauty.
The company will open the first Khōde store, a 165-square-meter (about 50-pyeong) specialty shop, on the first basement level of its Pankyo branch on the 18th of next month. Hyundai Department Store said it is the first retailer in Korea, including department stores, to open a specialty shop built around derma beauty as its main concept.
The name Khōde stands for "a high-sensitivity derma beauty platform that finds each person's skin code," reflecting a goal of diagnosing each customer's skin condition and offering tailored solutions, the company said. Pyo Sang-geun, head of the Jaju Beauty team in Hyundai Department Store's merchandising division, said the company chose to open its first store at the Pankyo branch because of its high share of customers in their 30s and 40s — Khōde's target group — and strong demand for high-functional cosmetics there.
The first Khōde store carries products from about 250 carefully selected functional beauty brands. It brings together some 60 derma beauty brands, ranging from technology-driven names such as Easydew, Madecapharmacia and Adece to Forederm and Judoc, which were developed by dermatologists.
Hyundai Department Store plans to open a second store at The Hyundai Seoul early next year and to keep expanding its network, centered on department stores and outlets. It also plans to introduce skincare products exclusive to Khōde through collaboration with clients in various industries, including pharmaceuticals.
Lee Sung-hwan, head of the Jaju MD business division in Hyundai Department Store's merchandising division, said, "Through the launch of Khōde, we will offer a range of derma beauty products that meet customers' rising expectations and provide a differentiated offline experience to lead the domestic beauty market."
