Hansome Challenges Cosmetics Market... Launches Luxury Brand 'Oera'

Oera Signature Prestige Cream. (Photo by Hyundai Department Store)

[Asia Economy Reporter Seungjin Lee] Handsome, a fashion-specialized company under Hyundai Department Store Group, is making a challenge in the cosmetics business. This is the first time since its founding in 1987 that Handsome has ventured beyond fashion. The company aims to transform into a business encompassing customers' overall lifestyle culture while diversifying its business structure, which has been heavily concentrated on fashion.

Handsome, a fashion-specialized company affiliated with Hyundai Department Store Group, will launch a luxury skincare brand called ‘Oera’ on the 27th. The first offline store will open on the 1st floor of Hyundai Department Store Apgujeong Main Store on the 27th.

‘Oera’ is a compound word of ‘Zero(0)’ and ‘Era,’ meaning to deliver inspiration for a new era by reaching a balanced point of the skin without leaning toward either side.

The core competitiveness of ‘Oera’ lies in its excellent product quality. From the product planning stage, Dr. Sven Golla, who has been involved in cosmetics development for 20 years and served as the Vice President in charge of the research and development (R&D) laboratory of a global skincare brand, participated. It was also manufactured in collaboration with a ‘Swiss cosmetics laboratory’ known for its excellent functional skincare manufacturing technology. The skincare line, including lotion, toner, serum, and cream, is made with Switzerland’s pure water and premium ingredients and is entirely produced in Switzerland.

A Handsome official said, “Since cosmetics are the products that first come into contact with the skin, we judged that differentiated ingredients and technology are the most important. Since last year, we have secured differentiated ingredients and technology through mergers and acquisitions (M&A) and collaborated with global cosmetics laboratories. We plan to apply Handsome’s high-end image directly to the cosmetics business.”

Handsome plans to introduce more than 20 types of skincare and sun care lineups, including functional products such as essences, serums, and creams, as well as cleansing, sun care, and packs. The main product prices range from 200,000 to 500,000 KRW, with the highest-priced product around 1.2 million KRW. Representative products include the multifunctional serum ‘Calibrator (around 375,000 KRW),’ ‘Dual-Action Chrono Ampoule (around 590,000 KRW),’ and ‘Signature Prestige Cream 50ml (around 1.2 million KRW).’

The package design was developed in partnership with MOJO, a U.S.-based design specialist responsible for packaging design of global cosmetics brands such as La Prairie, Shiseido, and L’Or?al Group. The design features sensuous curves and applies the emerald color of Swiss glacier water.

Handsome plans to actively utilize Hyundai Department Store Group’s distribution capabilities to enter the global market. It plans to enter the Chinese market as early as this year through Handsome’s Chinese corporation (Handsome Shanghai) and is also pursuing entry into domestic and international duty-free shops.

Additionally, Handsome is considering collaborating with Hyundai Bio Land, the group’s affiliate and the number one company in natural cosmetic ingredients, to develop functional cosmetics.

This content was produced with the assistance of AI translation services.