A small brand earning a permanent place inside a big department store.
DOAEL's Yulmu Mask and Yulmu Moisturizer are now officially stocked at Be CLEAN, on the lower level of Hyundai Department Store Mokdong.
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Be CLEAN is a clean beauty store sourced and curated directly by Hyundai Department Store.
It gathers indie beauty brands built around sustainable beauty. Every brand on its shelves is hand-selective, held to a high standard.
To see DOAEL's name placed there means everything to us. A brand that has always spoken of clean beauty has finally found a home.
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DOAEL began with sensitive skin.
We wanted something gentle. Something that settles the skin, and the mind with it. So we spent a long time with working with yulmu (a traditional grain) grown in out in Yeoncheon.
A vegan formulation that cause less irritation and has more comfort in mind.
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We were first introduced to the world through pop-ups.
Twice at Hyundai Mokdong. Once at Jungdong. A staff event at Pangyo. AK Plaza Pyeongtaek. And then across the ocean, in New York City!
Each time we packed up our boxes, set up the counter, and shared the story of yulmu with everyone who passed by. A short hello. One swatch on the back of a hand. That brief moment was all we had.
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Again and again, our shelves emptied before the pop-ups closed.
"Where can I buy this again?" That single question, asked without much of a thought, became the reason for the next pop-up.
No advertising. Only word of mouth from people who tried it for themselves. That is how DOAEL traveled further.
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Those moments added up, one by one. The industry finally noticed and it led to us earning a permanent place at Be CLEAN.
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The Yulmu Mask gently smooths the skin in the short time it takes to rinse away. The Yulmu Moisturizer lightly sets in, easing tight skin at the end of a long day.
Gentle products that reliably do their part in your daily routine.
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Now you can find DOAEL even after the pop-ups end!
The Yulmu Clay Mask and Yulmu Moisturizer are waiting for you at Be CLEAN, located on the lower level of the Hyundai Department Store in Mokdong!
