From September 11 to 13, Pitti Fragranze 2026 took place at the Stazione Leopolda in Florence, Italy, featuring CODE Korea, which presented the creativity and technological advancements of Korean beauty brands.
This project, a collaboration between Pitti Immagine and the Korea Creative Content Agency (KOCCA), highlighted a curated selection of innovative brands that received positive attention.
A talk session titled “Code Korea” occurred at the UniCredit Fragranze Arena on September 12 at 12:30 PM local time, facilitating in-depth exchanges of information. Speakers included Chester Jungseok Roh, CEO of KYYB, one of Korea's most innovative skincare brands, and Susanna Macchia, Senior Beauty Editor at D - la Repubblica.
Participating brand DEARDOT is a premium lifestyle brand that pursues sustainable beauty. The brand focuses on natural and sustainable ingredients, emphasizing clean and cruelty-free formulations, utilizing the rare Jeju native tangerine, Dangyuja, for its beneficial properties.
DERMATHOD features a professional skincare line based on biocompatible ingredients that mimic the natural structure of skin, promoting deep cellular regeneration. The collection includes exfoliators, peeling pads, and formulas designed to protect the skin barrier. The brand manages everything from research and development (R&D) to final design from its headquarters in Seoul, commercializing patented microneedle technology in its flagship products. DERMATHOD has established itself as a premium brand trusted by skincare professionals worldwide through a solid global distribution network.
PUREPEAK is designed for travelers and those often on the move, offering high-performance anti-aging care products in convenient stick form. It embodies the philosophy of “Beauty on the Go and Leisure Time.” The brand’s eco-friendly offerings include cleansing, sunblock tone-up, and daily hydration products that require no water. Its refillable core and recycled material packaging have garnered attention, with PUREPEAK being the only Korean beauty brand selected for the 2026 Milan Fashion Week project “CNMI x Rinascente.” Currently, it is available across Korea, Japan, Italy, and France, including the Rinascente Milano Duomo store.
VAROL, a skincare brand established on the principle that skin health begins with temperature, combines science and nature to provide formulas that energize, hydrate, and brighten the skin. Its flagship product, the Ice Roll Serum, offers both cooling massage and anti-aging benefits.
A representative from KOCCA stated, “The CODE Korea initiative has garnered a good response at this exhibition, highlighting the global K-Beauty boom. We focused on supporting and promoting innovative Korean beauty brands through this project.”
