CEO Park Su-yeon highlights device combining ultrasound and radiofrequency technology for face and scalp treatments
As Korean home beauty devices gain popularity overseas, emerging brand Lyaxome is seeking a foothold in the increasingly competitive market with a premium-priced device combining multiple skincare functions.
Developed by K Kin, a brand operated by Culture & Commerce, the device combines ultrasound and radiofrequency technology in a single treatment head, alongside ampoules containing exosome-based ingredients. Exosomes in skincare are tiny, membrane-bound cellular "messengers," or extracellular vesicles, that carry proteins, lipids, growth factors and genetic material between cells to signal skin repair and regeneration.
"We wanted to make a device that did not already exist, rather than simply make another device," Culture & Commerce CEO Park Su-yeon told The Korea Herald in Seoul on Tuesday.
The device uses three ultrasound frequencies — 1, 3 and 10 megahertz — alongside radiofrequency energy, allowing users to combine treatments that may otherwise require separate devices. It is designed for both facial and scalp care.
Park said the company focused on shortening treatment time to encourage regular use, with a routine lasting about five minutes each for the face and scalp.
The accompanying ampoules, developed with Korean biotechnology company ExoCoBio, come in three formulations targeting wrinkles, blemish-prone skin and scalp care.
At 1.29 million won ($954) for the device and three ampoules, Lyaxome sits at the higher end of the home beauty device market, where established brands already compete for consumers.
Despite the price, the company reported selling out three consecutive home-shopping broadcasts, generating approximately 1.14 billion won in combined sales. Park said its initial sales cycle covered roughly 1,500 units, prompting the company to bring forward a replenishment order.
However, she acknowledged that early sales alone were insufficient to establish lasting demand.
"What matters is not just whether the product sells out, but whether people are satisfied after buying it, continue to use it and recommend it to others," she said.
Lyaxome also began selling overseas before its Korean home-shopping launch. A Hong Kong distributor discovered the device at a trade fair last October and subsequently sold around 350 units through live commerce, according to Park.
The company is now discussing further opportunities in Hong Kong and Taiwan while exploring Vietnam and Japan. It plans to increase spending on international trade fairs next year, including events in Japan, Taiwan and Dubai.
"Finding partners who understand both the local market and our device is the most difficult part," Park said.
Rather than immediately introducing another device, the company is monitoring customer feedback and repeat purchases of its ampoules. It is also developing a lower-priced mask product.
Park expects the business could take up to three years to become profitable, although stronger exports could shorten that period to 18 months to two years.
For Lyaxome, the next challenge is turning initial interest in a costly beauty device into sustained demand at home and abroad.
hwkan@heraldcorp.com