CNP Cosmetics, part of the LG Household & Healthcare portfolio, is set to capitalize on Korea’s luxury cosmetics market with the recent launch of a new high end brand, CNP Rx.

According to LG, the brand will only be available in department stores, while its mass market counterpart is available in drug stores and online. CNP Rx opened its first store in the Hyundai Department Store in Gangnam, Seoul, and is set to enter more department stores going forward.

There are 35 products as part of the CNP Rx skin care range which are said to give consumers an Rx – ‘Real Experience’ – and create improvements to the skin, according to the company.

Prices range from 48,000 won ($48) to 180,000 won and products fall under four categories – Protection, Management, Retainment and Care. The company will offer consumers the CNP specialized skin examination technology in store to source a product suited to their skin type.