KOROUND Accelerates Global Certification Strategy Centered on DECORE, Pursuing Halal and BPOM Certifications
Beauty-focused company KOROUND is advancing a vegan-based product strategy and establishing a global certification framework centered on its in-house brand, DECORE. Moving beyond a simple eco-friendly concept, the company plans to shift the brand’s direction toward “certification-driven product development”, with international market entry as a core consideration.
From March 27 to 29, KOROUND participated in the 10th Vegan Festa & Green Festa, held at SETEC in Seoul, where it gained insights into the vegan industry and global certification systems. Through certification booths and seminars operated by the Korea Agency of Vegan Certification & Services, KOROUND confirmed that vegan certification is not merely a marketing tool, but increasingly serves as a fundamental requirement for entering global markets.
A KOROUND representative stated, “Vegan standards are no longer optional, but a prerequisite for building consumer trust in global markets. Based on this foundation, we are actively pursuing a strategy that connects vegan standards with international regulatory certifications, including halal certification and Indonesia’s BPOM requirements.”
In particular, KOROUND is applying vegan standards from the initial product planning stage across the DECORE product line, while simultaneously developing ingredient selections and formulations with halal certification and BPOM registration in mind. Rather than focusing solely on product launches, this approach is designed to accelerate global market entry through a structured product development framework that enables the expansion of multiple certifications.
DECORE currently offers a product lineup centered on items such as hand serum and cream mist, and KOROUND plans to progressively reformulate both existing and newly launched products to meet vegan standards.
KOROUND stated, “Consumers today consider not only product performance but also how products are made and the ethical standards behind their production. Starting with DECORE, we will further advance our vegan-based global certification strategy and establish the brand as one that aligns with the growing demand for value-driven consumption.”
As the global beauty market continues to evolve toward a more regulation- and certification-driven environment, industry attention is focused on whether KOROUND’s certification-based product development strategy will translate into tangible expansion across international markets.