Lyaxome Sells 1,500 Premium Devices in Korea, Plans Asia Expansion
The K Kin brand, operated by Culture & Commerce, generated 1.14 billion won in sales from its multi-function ultrasound and radiofrequency device, which includes exosome ampoules.
Premium Home Beauty Device Launch
Lyaxome, a new brand under K Kin and managed by Culture & Commerce, has entered the competitive home beauty device market with a premium-priced offering. The device integrates ultrasound technology, operating at 1, 3, and 10 megahertz frequencies, with radiofrequency energy in a single treatment head.
Designed for both facial and scalp care, it aims to shorten treatment times to approximately five minutes per area, encouraging consistent user adoption. Culture & Commerce CEO Park Su-yeon stated the company sought to create a device that offered novel functionality rather than replicating existing products.
Accompanying ampoules, developed in collaboration with Korean biotechnology firm ExoCoBio, contain exosome-based ingredients and are available in three formulations targeting wrinkles, blemish-prone skin, and scalp health.
Initial Domestic Sales Performance
The Lyaxome device, priced at 1.29 million won (approximately $954) including three ampoules, is positioned at the higher end of the home beauty device market. Despite this premium pricing, the company reported strong initial sales in South Korea.
Three consecutive home-shopping broadcasts resulted in combined sales of approximately 1.14 billion won, with around 1,500 units sold. CEO Park acknowledged that while these early sales were encouraging, sustained demand depends on customer satisfaction, continued use, and positive recommendations. This initial success prompted Culture & Commerce to expedite a replenishment order for the product.
International Market Entry and Expansion
Lyaxome initiated its international sales efforts prior to its South Korean home-shopping debut. Last October, a Hong Kong distributor discovered the device at a trade fair and subsequently sold approximately 350 units through live commerce channels.
Culture & Commerce is now pursuing further opportunities in Hong Kong and Taiwan, while also exploring market entry into Vietnam and Japan. To support this global push, the company intends to increase its investment in international trade fairs next year, with planned participation in events across Japan, Taiwan, and Dubai.
Park noted that identifying suitable local partners who understand both the market and the device presents the most significant challenge in this expansion.
Future Strategy and Profitability Outlook
Culture & Commerce plans to focus on customer feedback and repeat purchases of its ampoules before introducing additional devices. The company is also developing a more affordably priced mask product.
CEO Park anticipates that the business could take up to three years to achieve profitability, though stronger export performance might shorten this timeline to between 18 months and two years.
For Asian beauty brands, Lyaxome's strategy shows how a premium positioning, combined with targeted international expansion via trade fairs and local partnerships, can drive significant sales, with robust export growth potentially accelerating the path to profitability.
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