The first Khōde derma beauty specialty store, set to open on the below-ground first floor of Hyundai Department Store's Pangyo branch on Sept. 18 [Hyundai Department Store]
The first Khōde derma beauty specialty store, set to open on the below-ground first floor of Hyundai Department Store's Pangyo branch on Sept. 18 [Hyundai Department Store]

Hyundai Department Store has become the first retailer in South Korea to open a store dedicated exclusively to derma beauty products.

The company said it will open the first Khōde store on the below-ground first floor of its Pangyo branch on Sept. 18. The 165-square-meter store will carry products from more than 250 functional beauty brands.

"We chose the Pangyo branch for our first store because it has a high concentration of customers in their 30s and 40s — our core target — and strong demand for high-performance cosmetics," said Pyo Sang-geun, head of the Jaju Beauty team at Hyundai Department Store's merchandise division. "We placed the store on the below-ground first floor, which connects directly to the subway station, to make shopping more convenient and accessible."

Derma beauty refers to a category of products developed with the involvement of medical and biotech specialists in the research and development process, with the aim of delivering measurable improvements in skin function.

Khōde positions itself as a "high-sensitivity derma beauty platform for finding each individual's skin code," reflecting its goal of accurately diagnosing each customer's unique skin condition and offering tailored solutions.

While some retailers have stocked derma beauty products alongside other offerings, Hyundai Department Store is the first in the industry to open a store dedicated solely to the category.

Khōde will carry more than 60 brands, including Easydew, Madecapharma and Adessi — labels backed by companies with pharmaceutical expertise — as well as Foredem and Judak, developed directly by dermatologists. The store will also offer hair and body product lines.

Hyundai Department Store plans to open a second Khōde location at The Hyundai Seoul early next year and expand its retail network through its department stores and outlet centers. The company also intends to develop Khōde-exclusive skincare products in collaboration with pharmaceutical industry partners.

"We will lead the domestic beauty market by offering a wide range of derma beauty products that meet our customers' increasingly high expectations and by delivering a differentiated offline experience," said Lee Seong-hwan, head of the Jaju MD business division at Hyundai Department Store's merchandise division.


soho0902@heraldcorp.com