Establishment of a Hybrid Sales Network in the United States

To maximize its competitiveness in the U.S. market, Hugel (216080.KQ) has reorganized its existing partner distribution model and launched an independent direct sales organization. Following the successful launch of Letybo (ingredient name: letibotulinumtoxinA-wlbg), a botulinum toxin product, in the U.S. in March 2025 in partnership with BENEV, Hugel has now established a direct sales organization and a field-based medical affairs division. This transition represents a shift to a hybrid distribution model, where BENEV continues to manage general hospitals through its existing distribution network, while Hugel directly targets key accounts and strategic accounts. This strategy aims to improve distribution margins and increase customer loyalty among core customer segments through close communication with local medical professionals.

Launch of the K-TOX Brand Campaign, embodying K-Beauty innovation

Hugel has launched the 'K-TOX' brand campaign, a large-scale marketing initiative targeting U.S. consumers and aesthetic medical professionals. The K-TOX campaign, which symbolizes Korea's advanced aesthetic technology and innovation, focuses on highlighting the proven excellence of Letybo, which has been the best-selling product in the Korean market for 10 consecutive years. The U.S. market is one of the largest and most competitive in the world, with more than 15 strong neuromodulator products competing for market share. In this highly competitive environment, Hugel aims to overcome the limitations of being a late entrant and rapidly increase brand awareness by establishing a unique and trendy image.

Generation of Academic Research and Clinical Evidence to Build Trust Among Medical Professionals

Hugel recognizes that securing strong recommendations from medical professionals is key to its success in the U.S. market and is significantly increasing its investment in strengthening clinical evidence. The company aims to accumulate scientific data that can demonstrate the safety and efficacy of its product, thereby completely alleviating any academic skepticism among local dermatologists and plastic surgeons. To this end, Hugel is actively supporting prestigious medical congresses and investing in clinical research, as well as promoting peer-to-peer collaboration among physicians. This scientific approach is expected to lead to a long-term increase in product prescription rates and solidify Hugel's market share in the U.S.

Expansion of North American Territory as a Global Aesthetic Leader

Hugel is a proven aesthetic company with a track record of over 44 million procedures in more than 70 countries and over 15 years of clinical experience. The establishment of a direct sales network in the U.S. and the large-scale scientific investment are not just about increasing Letybo's short-term sales, but also reflect Hugel's long-term vision as a global aesthetic leader. Under the leadership of Hugel Aesthetics, the U.S. subsidiary, the company aims to strengthen its local workforce and secure brand dominance. This multifaceted infrastructure investment signals that Hugel is prepared to disrupt the U.S. botulinum toxin market, which has been dominated by Allergan's Botox.