· 1 min read
By Kim at Havdis AI News Team, approved by Andreas Lyhammer
Businesskorea
By 최문희 기자 · Published September 11, 2026 · Headline translated from Korean
Image: Businesskorea
Korean beauty brand Clavue has joined "Musinsa Beauty Hongdae," a roughly 382-pyeong (about 1,263 square meter) standalone store spanning basement level to the third floor, which opened on September 11 with around 600 beauty brands. The store marks the offline debut of Clavue's "Nourishing Care Pearl PDRN Lip Serum," which launched online via Musinsa on August 31. Alongside the new serum, Clavue is displaying established products including its Backstage Cream and Sparkle Eyeshadow, nicknamed "idol glitter" for its color payoff. Visitors can test textures and finishes in person. Musinsa Beauty Hongdae is running opening promotions, including brand-specific flash sales, from September 11 to 30, with Clavue's products available from opening day.
Our view
Bringing a PDRN-based lip serum into a major offline beauty retail space reflects growing consumer interest in PDRN within color and care cosmetics. Such in-store rollouts, where shoppers can test texture and feel directly, help build broader familiarity with PDRN as an ingredient category across product types beyond skincare.
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