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Korean fashion house Handsome launches cosmetics brand oera


Handsome Corp., fashion house under South Korea’s Hyundai Department Store Group responsible for long-established brands Time, Mine and System, is rolling out its luxury cosmetics brand oera, as it looks to evolve into a luxury brand.

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Handsome announced it will open oera’s first store at Hyundai Department Store’s main branch in Apgujeong, Seoul, Korea on 27th August, expanding beyond the fashion industry for the first time since founded in 1987.

By the end of this year, it will add other branches of Hyundai Department Store and its own retail shop The Handsome House in Busan and Gwangju before expanding beyond the borders using Hyundai Department Store Group’s distribution networks.

oera’s skincare line of products including lotion, skin, serum and cream are all made from Switzerland’s finest natural raw materials under a partnership with a Swiss cosmetics laboratory. Later this year, it will add more than 20 types of skincare and sun care products to the lineup.

The products come in sleek elegant packaging designed by a U.S.-based design company providing high-quality packaging for global leading cosmetics firms.

Handsome said it will hold various promotional events for its newest beauty brand, including exclusive spa services, to target VIP customers of Hyundai Department Store.

It will further diversify its business portfolio by launching makeup, perfume, body and hair care products and develop functional cosmetics in collaboration with cosmetics raw material manufacturer Hyundai Bioland.

SEE ALSO : Retailers and fashion companies in Korea are expanding into cosmetics

In the second half of this year, Handsome will enter the Chinese cosmetics market through its Chinese subsidiary Hansome Shanghai as a first step in its global push and open duty-free stores at home and abroad.

(Source: Pulse News)