KOROUND Launches “DECORE Sun Hand Serum,” with a Pop-Up Store Opening in Seongsu on the 18th

KOROUND has officially launched the new “DECORE Sun Hand Serum” under its beauty brand DECORE, marking the occasion with a brand pop-up store in Seongsu starting on the 18th.

The new product is a hand-specific anti-aging solution featuring triple functionality—UV protection (SPF50+, PA++++), brightening, and wrinkle improvement—proposing a targeted photoaging care routine for the hands.

The DECORE Sun Hand Serum was developed with a focus on the unique characteristics of hand skin, which is thinner than facial skin and more frequently exposed to external factors. With the concept of “anti-aging starting from the hands,” KOROUND introduces a new perspective on daily skincare.

Amid increasing hand washing, dry environmental conditions during winter, and the growing trend of early anti-aging care among the MZ generation, the Sun Hand Serum is expected to become a key product for the DECORE brand. Its lightweight, fast-absorbing texture combined with UV protection makes it easy to incorporate into everyday routines without any burden.

This pop-up store is designed not merely as a display space, but as an interactive offline showcase where visitors can directly experience the product’s texture, scent, application, and absorption.

The pop-up is part of the 2025 K-BRAND GLOW WEEK program, a project that supports the global expansion of high-potential small and venture brands. The event also features the B2C experiential exhibition space, “K-BRAND GLOW FACTORY.”

KOROUND, selected as one of the representative beauty brands this year based on its early global achievements—including its entry into Shopee Vietnam—will showcase the new product through this exhibition.

A KOROUND representative stated, “The Sun Hand Serum is a product that most intuitively embodies DECORE’s philosophy of ‘essential, function-driven innovation.’ Through this launch and the Seongsu pop-up, we hope to redefine how consumers perceive hand care. Limited-edition packages and exclusive sets will also be unveiled on-site.”

At the Seongsu pop-up store, visitors can enjoy various experiential content centered around the DECORE Sun Hand Serum, along with exclusive on-site benefits.