Pra.L, a premium home beauty device brand that LG H&H acquired from LG Electronics in June, has recently begun distributing products through Amazon and other channels, throwing its hat into the U.S. market. Pra.L plans to first introduce mid- to low-priced entry models in the United States to build brand recognition. It then appears set to pursue a two-track strategy by adding high-performance premium products to drive upselling.
According to the beauty industry on Oct. 20, Pra.L recently began U.S. sales of its beauty device product SuperForm Galvanic Booster through Amazon and its official mall. It is also actively promoting the brand after signing a partnership with U.S. gymnastics gold medalist Sunisa Lee.
SuperForm Galvanic Booster was first launched in the domestic market when LG H&H acquired Pra.L in June. It measures 9.5 cm in length and weighs 47 g, making it smaller and lighter than many beauty devices on the market.
The galvanic technology built into this product uses electric current to help active cosmetic ingredients penetrate the skin. LG H&H applied 250 microamperes (μA), the optimal level for efficacy, and equipped the device with an LED at a wavelength of 630 nanometers (nm) that aids collagen generation. It also noted that it delivers a firming massage effect through a vibration rate of 8,500 times per minute.
The domestic launch price of the SuperForm Galvanic Booster is 108,000 won, which is relatively affordable. The U.S. launch price is set similarly at $79 (about 112,000 won).
This is seen as a strategy to first introduce products with relatively low price burdens to build brand recognition, then encourage upgrades to premium high-end devices. In fact, Pra.L's SuperForm Galvanic Booster sold out of its initial stock right after its June launch, successfully establishing itself in the domestic market.
Pra.L recently launched its second new product, SuperForm Thermashot Ultimate, in Korea, expanding its lineup into premium beauty devices. The device features electroporation technology, which uses powerful radio frequency to help active cosmetic ingredients penetrate the skin. It offers five modes: improving skin radiance, boosting firmness, reducing double chin, tightening pores, and targeted care for localized areas.
SuperForm Thermashot Ultimate is priced at 599,000 won in Korea, placing it on the higher end among new beauty devices. Pra.L currently sells only the mid- to low-priced SuperForm Galvanic Booster through U.S. channels such as Amazon, but it is expected to introduce products such as SuperForm Thermashot Ultimate sequentially.
A LG H&H official said, "Nothing has been finalized yet regarding additional product launches in the U.S. market, but we aim to build a diverse lineup to respond broadly to customer demand."
According to Samil PwC Management Research Institute, the global home beauty device market is projected to grow at an average annual rate of 26.1%, from $14 billion (about 20 trillion won) in 2022 to $89.8 billion (about 128 trillion won) in 2030. Beauty tech (beauty + tech), which enhances the functionality and convenience of cosmetics using advanced technologies such as AI and big data, is gaining traction and boosting interest in beauty devices.
LG H&H's recent acquisition of Pra.L was also a move to maximize synergy by integrating cosmetics manufacturing with the beauty tech industry. LG H&H plans to take charge of Pra.L's product development, launches, and marketing activities, applying its specialized cosmetics research and development (R&D) capabilities to beauty devices.
An LG H&H official said, "We will present the 'new normal' of beauty devices that add perfection to the skin with advanced technology," adding, "By creating synergy between high-performance devices and cosmetics, we will deliver differentiated customer value that allows expert-level skin care at home."