H.PIO Expands the “Denps Success Formula” into Derma Cosmetics... JOODOC Makes Its First Entry at Hyundai Department Store

[Financial News] H.PIO, the company behind global health and lifestyle brand Denps, is expanding its offline distribution footprint from functional health foods into derma cosmetics. The company aims to broaden its business portfolio by applying the brand and channel management expertise it developed through Denps to its subsidiary.
H.PIO said on the 18th that its subsidiary’s derma cosmetics brand JOODOC opened at Khōde’s first Pangyo location that day. Khōde is Hyundai Department Store’s derma beauty concept store.
Khōde is a new derma beauty platform launched by Hyundai Department Store, featuring about 250 brands, including derma beauty products and functional hair and body care items. JOODOC was among the initial brands to join the platform at its launch.
The significance of JOODOC’s entry is that H.PIO is extending the offline distribution strategy it developed through Denps into derma cosmetics. H.PIO has expanded Denps’ sales channels to include OLIVE YOUNG, Costco Wholesale and duty-free stores. Its flagship product, “Denmark Probiotic Story,” has recorded cumulative sales of 17 million boxes.
JOODOC is a medical self-care brand developed by Lee Ju-hee, a dermatologist and the company’s CEO, based on her 15 years of clinical and patient-care experience. The brand is building a product line focused on strengthening the skin barrier and targeting sensitive skin.
An industry source said, "For functional health foods and derma cosmetics, trust and repeat purchases are important, so expanding consumer touchpoints is key to brand growth. The critical question is how quickly H.PIO can apply the distribution experience it has accumulated through Denps to its subsidiary’s brand."
Lee Ju-hee, CEO of JOODOC Derma Cosmetics, emphasized, "The brand trust and channel management experience Denps has built are also contributing to JOODOC’s offline expansion. We will introduce derma skincare to more customers through a variety of distribution channels."
Meanwhile, Hyundai Department Store plans to open Khōde’s second location at The Hyundai Seoul in early 2027, following its Pangyo store, and expand the chain primarily through department stores and outlets.


[email protected] Kim Kyung-a Reporter