KOROUND’s DECORE to Participate in MIHAS Malaysia This September

KOROUND, the company behind clean beauty brand DECORE, is accelerating its expansion into international markets in the second half of the year.

Building on global demand identified through domestic exhibitions, KOROUND plans to establish a market-entry pathway connecting Muslim consumer markets across Southeast Asia and the Middle East. From July 16 to 18, KOROUND successfully participated in the Vegan & Clean Beauty Fair 2026, held at COEX in Seoul, attracting visitors throughout the three-day event. The exhibition drew not only Korean visitors but also buyers and consumers from a diverse range of international markets, including Southeast Asia, the Middle East, and North America.

KOROUND explained that the high level of interest in product ingredients and certification standards confirmed that clean beauty has evolved beyond a regional trend into a shared global consumer priority. A KOROUND representative stated, “The first questions from international visitors were not about price or product volume, but rather ‘What ingredients have been excluded?’ and ‘Which certifications have you obtained?’ In particular, buyers from Southeast Asia and the Middle East prioritized confirming whether the products met halal standards.”

These on-site responses were also supported by KOROUND’s own consumer research. In a survey of consumers in Indonesia, the United States, and the United Kingdom, awareness of K-Beauty in Indonesia stood at 76.5%, significantly higher than in the United States (51.4%) and the United Kingdom (50.7%). Furthermore, 93.4% of Indonesian respondents said they would be more likely to purchase products that meet halal standards, nearly three times the corresponding figure in the United Kingdom (36.4%).

The findings suggest that while halal certification represents one of several purchasing considerations in Western markets, it is closer to a fundamental purchasing requirement in Southeast Asian markets. As part of this strategy, KOROUND will participate in MIHAS 2026, the world’s largest halal trade exhibition, to be held in Kuala Lumpur, Malaysia, in September.

In parallel, KOROUND was selected for the Seoul Lifestyle Hub Expansion Program (Middle East) operated by the Seoul Business Agency (SBA) and is pursuing market expansion in the Middle East with Oman as its regional base. By combining Southeast Asian Muslim markets with the Middle East, KOROUND plans to engage directly with local consumers and buyers alongside online channels, thereby building product credibility and market trust. Starting with its Sun Hand Serum, DECORE has introduced products developed in accordance with clean beauty standards and is currently developing a broader product portfolio that also incorporates halal requirements.

In September, KOROUND plans to simultaneously launch three new skincare products in Korea, Indonesia, and Malaysia.

A KOROUND representative stated, “The traditional export model was to first gain recognition in the United States and Europe before expanding into Asia, but market requirements have already become much more differentiated. Halal is not simply a label added to a product; it is a language for entering these markets. We have therefore chosen to first establish trust in Southeast Asia and the Middle East through internationally recognized certifications, and then expand into Western markets.”