[Edaily Reporter KIM SAE-MI ] After taking a photo of my face with a smartphone, the analysis results for my skin condition appeared on the screen. Based on the measurement results and a questionnaire, ingredients tailored to my skin 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 to create “my very own cosmetics.”

Bio Plus Co., Ltd(099430)This is the process of creating personalized cosmetics, which 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 meet consumers directly and boost domestic sales in its cosmetics business, which currently accounts for only a single-digit percentage of its total revenue.

From AI Skin Diagnosis to Formulation… “Hugro” Spanning Four Floors

Bio Plus Co., Ltd held the opening ceremony for the Hugro Center at 4:00 p.m. that day. The Hugro Center consists of four floors, ranging from the basement level to the third floor. Bio Plus Co., Ltd, which has long demonstrated strength in the manufacture 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 journey from 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, customers receive ingredient recommendations tailored to their skin condition based on the results. Consumers use the recommendations to select up to eight raw-ingredient cosmetics, pay for them, and then mix them directly with a base product. The process allows customers to personally experience a customized combination that follows the sequence: skin analysis → ingredient recommendation → consultation → product selection → mixing.

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 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 serves as a relaxation area for customers who have purchased products, as well as a lounge for VIP and international buyer consultations and 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, where a Bio Plus Co., Ltd-affiliated 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 is 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 Focused on Exports… A Bold Move into the Domestic B2C Market 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. 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 about 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 determine whether this domestic growth trend can be translated into full-scale consumer sales. Jeong Bo-in, Head of Marketing at Bio Plus Co., Ltd., explained, “We opened the Hugro Center with the aim of capitalizing on the current momentum surrounding K-Beauty 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, “Applying BMTS increases the depth of skin penetration by 205%, and 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 more of a manufacturing company focused primarily 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.