[Edaily Reporter KYUNG GYEYOUNG ] HYUNDAIDEPARTMENTSTORECO.,LTD is entering the rapidly growing derma beauty market. The company’s strategy is to boost the competitiveness of its beauty departments by creating specialized derma beauty concept stores within its department stores.

HYUNDAIDEPARTMENTSTORECO.,LTD(069960)The company announced on the 26th that it will open the first “Khode” store, a specialty derma beauty concept store, on the B1 level of its Pangyo branch on the 18th of next month. HYUNDAIDEPARTMENTSTORECO.,LTD is the first in the retail industry to launch a specialty derma beauty store.

“Dermabuty” is a portmanteau of “dermatology” and “beauty,” referring to products developed with the participation of medical and biotechnology experts in research and development (R&D) to improve skin function.

The rapidly growing derma beauty market is the driving force behind HYUNDAIDEPARTMENTSTORECO.,LTD’s launch of this specialty boutique. This trend has emerged as consumers increasingly prioritize ingredients and benefits tailored to their specific skin types. According to Euromonitor, while the overall domestic skincare market grew at an average annual rate of 2.1% from 2020 to 2025, the derma beauty market expanded at an average annual rate of 15.7%. Last year alone, the derma beauty market was estimated to be worth 1.3079 trillion won. Recently, pharmacies that sell derma cosmetics have emerged, and Olive Young has also begun operating a separate “Advanced Derma” section dedicated exclusively to derma cosmetics.

COOD embodies the concept of a “high-precision derma beauty platform that identifies each individual’s skin code (CODE).” This signifies the brand’s commitment to accurately diagnosing each customer’s skin condition and providing the optimal, personalized solution. The Pangyo location, where COOD’s first store is opening, has a high proportion of customers in their 30s and 40s—COOD’s primary target demographic—and strong demand for functional cosmetics.

The first CODE store will showcase approximately 250 products from over 60 derma-beauty brands, including not only corporate brands with pharmaceutical expertise—such as “EasyDew,” “Madecapharm,” and “AdeC”—but also brands like “Forederm” and “Judak,” which were developed directly by dermatologists. It will also carry hair and body care lines.

HYUNDAIDEPARTMENTSTORECO.,LTD plans to continue expanding its distribution network, centered on department stores and outlets, including the opening of the second Code store at The Hyundai Seoul early next year. It also plans to launch Code-exclusive skincare products in collaboration with partner companies, including pharmaceutical firms.

Lee Seong-hwan, Head of the Independent MD Business Division at HYUNDAIDEPARTMENTSTORECO.,LTD’s Merchandising Headquarters, said, “Through the launch of Co-ode, we will introduce a variety of derma-beauty products that meet customers’ increasingly high expectations and lead the domestic beauty market by providing a differentiated offline experience.”