HPO launches 'Denmark Yusangyun Iyagi Woman'... "Simultaneous care for vagina and intestines"

by Choi Donghyeon

Published 11 Oct.2023 11:06(KST)

HPO launched 'Denmark Probiotic Story Woman' on the 5th.

Premium health functional food specialist HPO announced on the 11th that it has launched ‘Denmark Probiotics Story Women,’ a segmented product of its flagship probiotic product ‘Denmark Probiotics Story.’

Denmark Probiotics Story Women is a health functional food that uses the globally recognized female intimate health probiotic 'UREX Probiotics,' approved by the Ministry of Food and Drug Safety, allowing simultaneous care of both the vagina and intestines. UREX Probiotics has 12 human application test results, including SCI-level papers. It has been confirmed to have functionalities that help female intimate health, such as increasing beneficial bacteria in the vagina, improving vaginitis symptoms, reducing vaginitis recurrence rates, and normalizing the vaginal microbiota. Additionally, it has excellent survivability in both the intestines and vagina, enabling it to survive through the intestines and settle in the vagina, proliferating beneficial bacteria necessary for vaginal health.

Since its launch on the 5th, Denmark Probiotics Story Women has been sold through online channels such as Denpsmall (official mall), Smart Store (Naver), and comprehensive malls. The company plans to strengthen marketing activities to diversify its consumer base and maximize brand awareness and sales.

HPO has rapidly grown by successfully targeting the largest markets in health functional foods, probiotics, and vitamins, centered on its premium health functional food brand ‘Denps.’ It was listed on the KOSDAQ market in May 2021.

An HPO representative said, “Although competition in the health functional food market has recently intensified, we have secured competitiveness in the high-end market by building consumer trust over a long period as a premium brand,” adding, “We will continue to strengthen our product segmentation strategy going forward.”