Bio Moa Medical, which calls itself the "next hero of K-beauty," is drawing attention as a dermacosmetic brand aimed at the slow aging era. Founded in Jan. 2023, the company posted 19.1 billion won in sales last year and is targeting 20 billion won this year. Along with expanding overseas, it is shifting to revenue-centered management.
Chief Executive Lee Dong-han of Bio Moa Medical is an expert who served as head of marketing for the consumer healthcare (CHC) institutional sector at Ildong Pharmaceutical. Lee also serves as an invited professor in the silver business department at Sookmyung Women's University Graduate School of Distance Learning, integrating insights on the "senior generation" into the field. Lee said, "We are a company that provides healthy beauty to active seniors," adding, "Understanding consumers deeply is the starting point of marketing."
Lee advocates "a marketing-centered healthcare company." Lee explained, "Marketing is not simply selling but creating a market," and "the company's core competitiveness is to discover competitive ingredients in the world, create valuable products, and lead the market."
Bio Moa Medical is a consumer healthcare corporations targeting active seniors, offering both topical dermacosmetics and ingestible medical foods. The company's vision is to "support a well-being life with products that pursue health and beauty at the same time and lead sustainable growth."
From The Skin, a brand based on fundamental skin science, is the company's flagship line. Its signature product, "Glutathione Collagen Peel-off Pack," surpassed a cumulative 20 billion won in sales within one year of its May 2023 launch.
This product has filed for a patent as a triple-composition formula that combines whitening (glutathione), wrinkle improvement (ultra-low-molecular collagen), and moisturizing (Lactobacillus extract). The brand model is actor Kim Cheong, and the product gained such popularity by resonating with active seniors in their 40s to 60s that it is known as the "Kim Cheong pack."
The From The Skin Transparent Sun Gel Patch, launched for summer, also drew an explosive response. It blocks UVA and UVB by 99.99% while remaining clear, so it can be used over makeup. Right after launch, 100,000 units were sold, and singer Soyou purchased it at her own expense and introduced it on YouTube, expanding the fan base to Millennials and Gen Z. Lee said, "It has become a must-have item not only for middle-aged and older people who do a lot of outdoor activities such as golf but also for people in their 20s."
Bio Moa Medical is also expanding beyond cosmetics into the health functional food brand MOA Blend. GiNRS, made with technology transfer for the functional rice "Dodamssal" from the Rural Development Administration, is a complete nutrition meal containing protein, vitamins, minerals, and resistant starch. It is a product that can help maintain vitality even during dietary control or dieting, and it is also expected to promote rice consumption.
Bio Moa Medical is also actively pursuing overseas business. It has secured certifications including from the U.S. FDA and is currently selling the From The Skin brand in the United States as well as Japan, Europe, and Southeast Asia. Lee said, "We will support a well-being life through innovative products for customers' healthy beauty and pursue the company's sustainable growth."