hy Expands into Beauty Sector, Exceeds Expectations in First Month After Launch

Strong Initial Sales of First Beauty Product NK7714
Expanding into Beauty with Expertise in Probiotics
Accelerating Competitiveness of Own Mall 'Predit'

hy, expanding its business into the beauty sector, has launched a self-developed whitening and wrinkle improvement cosmetic product that has shown results exceeding expectations in its first month. This product is also expected to help strengthen the competitiveness of hy’s own online mall, ‘Predit,’ by expanding hy’s own brand and exclusive overseas sourced products.

hy, ampoule-type cosmetic 'NK7714 Hyper Boosting Ampoule'

According to industry sources on the 13th, hy’s ‘NK7714 Hyper Boosting Ampoule (NK7714),’ released on the 2nd of last month, sold more than 15,000 sets within a month, including pre-orders. The purchase ratio of female customers was high at 68.5%, with women in their 20s and 30s being the most frequent buyers.

NK7714 is the first skincare product made with hy’s self-developed cosmetic ingredient, ‘Skin Probiotic 7714.’ It has dual functions of whitening and wrinkle improvement. It is a fermented product cultured from hy’s patented probiotic, launched after more than 10 years of research. NK7714 was judged non-irritating in a primary human skin irritation test conducted by the global medical research center, a clinical specialized institution. According to hy’s clinical trial results, even a single use can provide immediate skin moisturizing and tone-up effects. In particular, hy explained that after one month of use, it showed a 70% improvement in moisture and a 36% improvement in radiance.

hy’s expansion into the beauty field comes as the domestic probiotic fermented milk market is experiencing a growth stagnation, aiming to diversify product categories based on long-accumulated related research and technological capabilities to create new growth engines.

Recently, hy has been focusing on enhancing the competitiveness of its own mall, Predit, by expanding product categories through exclusive overseas import product sourcing and launching private brand (PB) products in addition to its own brand.

Recently, hy participated in the exclusive sales of ‘Mollers,’ Norway’s number one health functional food brand. Through such aggressive product line expansion, Predit’s product count has increased more than threefold. hy’s position is to increase customer inflow and firmly establish the lock-in effect through this.

In the second half of the year, hy plans to focus on the beauty category by expanding the product lineup based on Skin Probiotic 7714 and conducting promotions.

A hy representative stated, "The cosmetics business is significant as it challenges expansion into a new area based on long-term concentrated probiotic research and technological capabilities," adding, "We plan to enhance consumer satisfaction through brand expansion and development that aligns with the rapidly changing beauty industry trends."

This content was produced with the assistance of AI translation services.