[Edaily Reporter NA EUN-KYUNG ] #BIOBIJOU Co., Ltd. is pushing to enter the Japanese market with its extracellular matrix (ECM) skin revitalizer, “Cellivion.” The company is currently finalizing contract terms with several local firms and aims to begin sales as early as the end of this year or the first half of next year.

Overseas Expansion Begins with Japan… Finalizing Selection of Local Partners

Yang Jun-ho, CEO of BIOBIJOU Co., Ltd., met with E-Daily on the 8th at BIOBIJOU Co., Ltd.’s Seoul office in Gangnam-gu, Seoul, and stated, “We are currently finalizing the contract terms for Celivion with several local companies in Japan.” He added, “We believe it is more important to secure meaningful sales volume and select a partner capable of handling local marketing rather than simply exporting small quantities, so we are reviewing the options carefully.”

Celivion is an ECM product made from human-derived acellular dermal matrix (hADM). Allso Tech is responsible for the processing and production of human tissue, while BIOBIJOU Co., Ltd. handles product planning, branding, marketing, and distribution. BIOBIJOU Co., Ltd. holds exclusive distribution rights for the domestic cosmetic and plastic surgery market.

BIOBIJOU Co., Ltd. is also leading the company’s overseas expansion. BIOBIJOU Co., Ltd. is responsible for identifying local partners and submitting registration applications, while OlsoTech provides support with manufacturing and quality-related documentation. The company is reviewing expansion plans starting with Japan, followed by Thailand, Vietnam, Singapore, and select countries in Central and South America.

Regarding the decision to choose Japan as the first target market, CEO Yang explained, “In Korea, Celivion is classified as human tissue rather than a medical device or pharmaceutical product, and Japan also has regulations in place for human tissue.” He added, “Since there is a channel for individual imports based on doctors’ prescriptions, we judged that the likelihood of initial market entry is relatively high.”

Overseas sales will be pursued in consultation with AllsoTech, tailored to the market conditions and regulatory requirements of each country. CEO Yang stated, “Celivion is a product that both companies have developed together, from product development to commercialization,” adding, “Overseas as well, AllsoTech will handle manufacturing and quality-related support, while BIOBIJOU Co., Ltd. will be responsible for identifying local partners and marketing, as we jointly pioneer the market.”

Low-temperature process minimizes protein denaturation… Targeting thin skin

BIOBIJOU Co., Ltd. cited the low-temperature “Allo-PELT” process and ultra-fine, uniform particle design as key differentiators of Cellivion. To process allogeneic dermis for use in another person, a decellularization process is required to remove cells, antigens, and other components that could trigger an immune response.

Existing allogeneic dermal products primarily rely on chemical treatments—such as those using surfactants or enzymes—to remove cells, antigens, and viruses. While Allo-PELT also removes cellular components, it focuses on conducting the process at low temperatures to minimize the denaturation of the ECM’s three-dimensional structure and key proteins such as collagen and elastin. The specific process conditions are part of OlsoTech’s proprietary manufacturing know-how and have not been disclosed.

CEO Yang explained, “Since ECM products work by reintroducing processed proteins into the human body, it is crucial to preserve the structure of the raw material and the integrity of the proteins,” adding, “Allo-Felt is a processing method that minimizes the denaturation of key proteins, preparing them in a form suitable for injection into the human body.”

Cellivion processes the particles to be fine and uniform, allowing it to be used even on areas with thin skin, such as the neck and the backs of the hands. The company explains that ECM products with larger particles can cause the skin to appear temporarily bumpy or result in bruising after treatment, and results may vary depending on the practitioner’s skill level.

CEO Yang said, “Medical professionals who have used existing ECM products have evaluated Celivion as being relatively easier to administer even on thin skin, such as on the neck or the back of the hands.” To support this unique selling point, the company has obtained relevant data from the K-MEDI Preclinical Center and is continuously collecting and compiling feedback from medical professionals who have actually used Celivion.

Currently, more than 50 dermatology and plastic surgery clinics in Korea are using Celivion. BIOBIJOU Co., Ltd. plans to expand its distribution network to approximately 200 locations by the end of the year. The company will also quadruple its sales force for hospitals and clinics from the current five to 20 employees. The company aims to achieve a 10% market share in the domestic autologous dermal aesthetic product market in the first half of next year and 30% in the second half.

CeliVion serves not only as a revenue generator but also as a catalyst for expanding BIOBIJOU Co., Ltd.’s filler business. While it is typically difficult for a new brand to enter the market because each clinic and hospital already uses specific filler products, the company believes that ECM skin boosters—a new field attracting significant interest from medical professionals—provide a favorable opportunity to establish sales channels.

CEO Yang stated, “With fillers, each hospital has products they’re accustomed to using, so it takes time to introduce new ones.” He added, “On the other hand, since the ECM Skin Booster is an area of high interest among medical professionals, introducing Celivion has allowed us to naturally propose fillers as well.” He further emphasized, “Celivion will serve as a catalyst to establish connections with new hospitals and clinics and expand business opportunities with other products.”