[Edaily Reporter KIM SAE-MI ] As soon as I took a photo of my face with my smartphone, the results of my skin analysis appeared on the screen. Based on the measurement results and a questionnaire, ingredients suited to my skin type were recommended. After selecting raw-ingredient cosmetics containing the recommended ingredients, I added each ampoule to a base product, placed it on the device, and mixed them myself—and just like that, my “very own cosmetics” were complete.

Bio Plus Co., Ltd(099430)This is the personalized cosmetics creation process I experienced firsthand at “Hugro Center,” Bio Plus Co., Ltd’s first flagship store, which opened on the 28th on Apgujeong-ro in Gangnam-gu, Seoul. Bio Plus Co., Ltd has launched this business-to-consumer (B2C) experiment to directly engage with consumers and grow domestic sales in its cosmetics business, which currently accounts for only a single-digit percentage of its total revenue.

From AI skin diagnosis to blending… “Hugro” across four floors

Bio Plus Co., Ltd held the opening ceremony for the Hugro Center at 4:00 p.m. today. The Hugro Center consists of four floors, ranging from the basement level to the third floor above ground. Bio Plus Co., Ltd, which has traditionally excelled in the manufacturing of medical devices and bio-ingredients, has established the Hugro Center as an offline hub to directly showcase its products to consumers and facilitate the entire process from product experience to purchase.

The centerpiece of the Hugro Center is “Hugro Bespoke” on the first floor. After selecting either a skin care or scalp care product and undergoing an AI-based skin analysis and questionnaire, the system recommends ingredients tailored to the user’s skin condition based on the results. Consumers use these recommendations to select up to eight raw-ingredient cosmetics, pay for them, and then mix them directly with a base product. The process—which follows the sequence of skin analysis → ingredient recommendation → consultation → product selection → mixing—allows customers to personally experience a customized formulation.

A total of four employees are stationed at the Hugro Center store, and currently, one store manager holds a certification as a Customized Cosmetic Formulation Specialist. The remaining three employees are also preparing to obtain the relevant certification. Bio Plus Co., Ltd emphasized, “Both the base product and each raw ingredient-based product have been launched as standalone cosmetics.” Regarding concerns about contamination that could arise when consumers mix products themselves, the company explained that preservatives have been added to each raw ingredient, and relevant tests have been completed even under conditions where up to eight ingredients are mixed.

The second floor is designed as a relaxation area for customers who have purchased products, as well as a lounge for consultations with VIPs and international buyers and for brand events. On the third floor, the “Hugro Studio” features a space for personalized skincare classes and influencer live-commerce sessions. On this day, a class was held for influencers and business partners, during which a Bio Plus Co., Ltd pharmacist personally introduced the products and ingredients. The vision is to go beyond simply selling products and instead carry out everything—from consumer experiences to content creation and buyer consultations—all under one roof.

On the first basement level, a premium spa utilizing HUGRO and BONIX products was located. “Balance Spa X HUGRO” began operations in July, ahead of the official opening of the HUGRO Center. Currently in the pre-opening phase, the spa employs about four staff members, with plans to increase the workforce to seven or eight once full-scale operations begin. Spa operations are managed by Balance Spa, a separate legal entity. Balance Spa is currently collaborating with HUGRO at the Apgujeong branch and is considering expanding this partnership to its existing branches in the future.

Cosmetics,

Once Export-Oriented… A Hail-Mary Play for Domestic B2C Sales in Apgujeong

Bio Plus Co., Ltd is investing heavily in these offline locations to aggressively grow its domestic cosmetics business, which is still relatively small in scale. Bio Plus Co., Ltd’s cosmetics sales have hovered around 5 billion won over the past three years, ranging from 5.1 billion won in 2023 to 4.9 billion won in 2024 and 5.4 billion won last year. In the first half of this year, sales totaled 3.8 billion won, accounting for approximately 7% of total revenue.

Until now, most of Bio Plus Co., Ltd.’s cosmetics revenue has come from exports, while domestic sales were limited to 100 million won in 2024 and 400 million won last year, before increasing to 1 billion won in the first half of this year. With domestic sales on the rise this year, the company has effectively made a bold move to expand its B2C business by creating a consumer experience space right in the heart of Apgujeong.

The Hugro Center serves as a test bed to see whether this growth in the domestic market can be translated into full-scale consumer sales. Jeong Bo-in, head of Bio Plus Co., Ltd’s marketing division, explained, “Given the growing attention on K-Beauty, we opened the Hugro Center with the aim of capitalizing on this trend to further grow Hugro in the domestic market,” adding, “You can view this as a sign that we are now ready to invest in marketing in earnest.”

At the heart of the product’s differentiation are the bio-ingredients developed by Bio Plus Co., Ltd. Hugro combines a total of 19 types of bio-ingredients—including Type III collagen, elastin, and growth factors such as EGF, FGF, and PDGF—based on the condition of the skin and scalp. A Bio Plus Co., Ltd representative explained, “We have applied AUT technology, which enhances the stability of peptides and proteins, and BMTS technology, which improves skin penetration.” They added, “BMTS increases the depth of skin penetration by 205%, while AUT extends the retention time of active ingredients by 6.6 times.”

Ultimately, the success of the Hugro Center hinges on whether experiential consumption can lead to repeat purchases and actual growth in domestic sales. Until now, Bio Plus Co., Ltd. has been primarily a manufacturing company focused on fillers and medical devices. It remains to be seen whether its first B2C hub, located in the heart of Apgujeong, will serve as a starting point for transforming its cosmetics business—which had previously remained at the level of several billion won annually—into a new growth engine.