A premium home beauty device featuring actor Lee Young-ae will launch in Feb. next year. The device is a beauty device called "LYAXOME" that touts itself as a "low-velocity aging skin builder," which can take care of everything from facial skin to scalp care at once.
It was named by combining Lee Young-ae's English name, "LYA," with "xome," referring to exosome, a core device technology with skin-regenerating effects. The price is in the 1.2 million won range.
Culture & Commerce, a celebrity IP commerce company, is in charge of the development, production and sales of LYAXOME. Culture & Commerce is a subsidiary of ATU Partners, a private equity fund manager that mainly invests in the content IP and media industries. It is a company that co-plans and develops various products by leveraging celebrities' intellectual property (IP). In 2022, it gained recognition by introducing "Wonsoju" with singer Park Jae-beom. Lee Young-ae will serve as LYAXOME's official promotional model.
The domestic home beauty device market is currently growing rapidly. According to global market research firm Research and Markets, it is expected to grow at an average annual rate of 13.8%, from 1.9 trillion won last year to about 7 trillion won in 2034.
In Korea, actors such as Kim Hee-seon and Eugene are actively participating in this market as product advertising models. That is because the aesthetic image of the advertising model significantly affects sales for beauty devices.
In particular, Kim Hee-seon has worked as the advertising model for APR Co.'s beauty device "Medicube Age-R" and is credited with contributing to APR Co.'s high growth, described as "achieving a market cap of 10 trillion won." Recently, APR Co. changed its advertising model to idol singer Jang Won-young.
LYAXOME targets the premium beauty device market. It contrasts with APR Co., which targets relatively younger customers who prioritize cost-effectiveness.
LYAXOME said its hallmark is being the first in Korea to simultaneously output radio frequency (RF) and droplet ultrasound energy in a combined beauty device. It applied a technology that rapidly switches ultrasound intensity and frequency to provide fine "micro-massage" stimulation to the dermis layer while inducing collagen production with radio frequency. It will launch as an all-in-one device that can care not only for the entire face but also the neck and scalp.
It also applied exosome technology with skin-regenerating effects. A dedicated ampoule containing high-purity exosome ingredients is mounted inside the device for use. There are three types of ampoules: for wrinkle and elasticity care, acne care, and hair and hair-loss care. This contrasts with existing corporations' beauty devices, which have single functions centered on lifting and skincare.
Park Su-yeon, CEO of Culture & Commerce, said, "We plan to position it as a 'premium integrated beauty device' based on radio frequency, high-density ultrasound, and exosome technology."
Culture & Commerce will launch LYAXOME in Korea in Feb. next year and then expand sales into overseas markets such as Japan, Southeast Asia and North America.