Mocres enters Hyundai Department Store Pangyo 3 months after launch

Mocres, a beauty brand operated by K-beauty startup Praun, is making its first move into offline retail by entering Hyundai Department Store's Pangyo branch just three months after its launch. The brand had previously sold exclusively through online channels, including its own website and W Concept.

Praun said Mocres began selling Friday at Khode, a new derma-beauty concept store on the basement level of Hyundai Department Store Pangyo.

Mocres officially launched on its own online store on June 12 and joined the online fashion platform W Concept in July before expanding to a physical department store location roughly three months later.

Khode is a new derma-beauty concept store introduced by Hyundai Department Store. The 165-square-meter shop on the basement floor of the Pangyo branch carries more than 60 brands. Hyundai Department Store plans to open a second Khode location at The Hyundai Seoul early next year and expand the concept across its department stores and outlet centers.

Mocres will showcase its flagship product, the Easystunning Tinted Lip Duo, at the Khode store. The product combines a tinted lip formula with a lip oil, letting users achieve color and lip care in a single step. The in-store presence will allow customers to experience shades, textures and feel firsthand — qualities that are difficult to assess online.

Praun was founded in June last year. In July, the company secured Pre-A investment from Mark & Company and Solidone Partners, with plans to use the funds for product development, retail channel expansion and overseas market entry. The company is also pursuing trademark registrations in the United States, Japan and the EU.

"Khode is a channel where customers can directly experience the easy classic beauty and caring makeup that Mocres stands for," said Yang Chae-won, chief executive of Praun. "We will observe how customers use and respond to our products at the Pangyo store and use those insights to expand our product lineup and distribution channels."