Hyundai Home Shopping is accelerating its offline beauty retail expansion with its own curated beauty store chain Coasis, opening two new locations within a month. The move comes as the TV home shopping market faces structural slowdown, pushing the company to diversify customer touchpoints beyond broadcasting. For overseas beauty buyers and distributors, this signals a growing channel for functional skincare products targeting the 30-60 demographic in South Korea.
Market signal
Hyundai Home Shopping opened its second Coasis store on May 29 at Hyundai Department Store Cheonho in Gangdong-gu, Seoul. On June 5, a third store launched at Hyundai Premium Outlet Garden Five in Songpa-gu, and a fourth is scheduled for June 12 at Dongdaemun. The first store opened in December 2025 at Hyundai Premium Outlet Space One in Namyangju, Gyeonggi Province.
Product and store strategy
Unlike CJ Olive Young, which skews toward teens and 20s, Coasis targets women aged 30 to 60. Over 90% of products are functional skincare items addressing pigmentation, wrinkles, and firmness, rather than color cosmetics. Display shelves are kept below 90 cm for easy browsing by middle-aged customers, and testers are consolidated in one area to streamline shopping flow.
Industry context
According to the Korea TV Home Shopping Association, total transaction value across seven TV home shopping companies fell 5.1% year-on-year to KRW 18.505 trillion in 2025, with a five-year CAGR of -4.2%. Broadcast revenue dropped to KRW 2.618 trillion. Hyundai Home Shopping is responding by expanding offline and online channels.
What buyers should watch
For overseas distributors and clinic buyers, Coasis represents a new retail channel for functional skincare brands targeting the 30-60 female segment in Korea. The chain's focus on efficacy-driven products may create opportunities for suppliers of anti-aging, brightening, and firming formulations. Hyundai Home Shopping plans to continue store expansion, potentially increasing demand for differentiated skincare SKUs.
Sourcing context
Hyundai Home Shopping CEO Kwang-young Han has stated the company will "directly reach customers through various methods beyond broadcasting and online" and aims to make Coasis a regional beauty landmark. The chain's rapid rollout suggests a committed investment in offline beauty retail, which could benefit OEM/ODM partners specializing in functional skincare.
Source: Read the original report | Published: June 04, 2026