This article was displayed on the ChosunBiz MoneyMove (MM) site at 3:33 p.m. on Jun. 4, 2026.
The operator of VIVELAB, a hair and scalp care brand known for easing hair loss with the "Hong Hyun-hee green shampoo," has been put up for sale on the mergers and acquisitions (M&A) market. Venture capital (VC) Murex Partners has emerged as a leading acquisition candidate and is reportedly in negotiations.
According to the investment banking (IB) industry on the 4th, Soolnok, the operator of VIVELAB, recently decided to sell a controlling equity stake and began contacting potential buyers. The asset for sale is a 50% controlling equity stake held by the founder-CEO of Soolnok, and MMP, a specialist M&A advisory firm, is advising on the sale.
Soolnok launched in 2017 as a direct-to-consumer (D2C) company that offers skincare products segmented by skin type. Hair and scalp care brand VIVELAB is its flagship, and it also owns the skincare-focused "Cellodin" and pet products brand "PetShield."
The company drew industry attention as VIVELAB's hair-loss-easing shampoo derived from natural ingredients gained popularity in domestic health and beauty (H&B) channels. The hair-loss-easing green shampoo endorsed by comedian Hong Hyun-hee, widely called the Hong Hyun-hee shampoo, has sold more than 4.4 million units.
Results are trending upward. Based on the Small and Medium Enterprise Status Information System, Soolnok's revenue rose from 24.4 billion won in 2023 to 33.8 billion won in 2024, and to 38.5 billion won last year. Operating profit was flat at 1.8 billion won in 2023 and 1.7 billion won in 2024, before rising again to 4.4 billion won last year.
The sellers appear to view this year as the right time to divest. With revenue approaching 40 billion won and profitability improving at the same time, this is seen as a favorable moment to secure a higher valuation. Soolnok's total corporate value is discussed at more than 50 billion won.
VC Murex Partners has emerged as the leading candidate to acquire Soolnok's controlling equity stake. Having pursued private equity (PE) expansion, including a bid for KakaoVX, Murex Partners has identified Soolnok as a new buyout (control acquisition) investment target.
Murex Partners is said to be pursuing the acquisition after highly valuing Soolnok's potential for global expansion. With the global popularity of K-beauty centered on the United States and Japan spreading to Russia and South America, Soolnok's scalability is also judged to be significant.
An IB industry source said, "Murex Partners, which previously failed in a buyout investment, is eager to acquire Soolnok's equity," adding, "It has already secured negotiation rights and is conducting due diligence, including on finance, ahead of signing a stock purchase agreement."