Editor’s Note
**Editor’s Note:** This article explores the latest shift in Korean beauty technology, as microwave-based devices move from warming therapies to targeted fat delivery. We examine how the MIREV device, now launching in Japan, represents this evolution and what it means for the aesthetic industry.
b-models Co., Ltd. (Headquarters: Yodogawa-ku, Osaka City, Osaka Prefecture; CEO: Fumiya Kusumoto) has commenced the nationwide rollout in Japan of the beauty device ‘MIREV’, which incorporates microwave technology gaining attention in the Korean beauty market.
Previously, facial and body care in Japanese aesthetic salons widely offered treatments combining radiofrequency (RF), cavitation, suction, EMS, and similar technologies.
However, as more salons have introduced similar devices and menus, simply stating that a salon ‘uses slimming devices’ or ‘offers warming treatments’ no longer effectively differentiates them from competitors.
With the increasing variety of beauty devices available, what salons now need is not an extension of existing menus, but new technology that customers have never experienced and a reason for them to continue visiting.
The microwave device MIREV, dubbed the ‘Face Fat Melting Experience’, is a Korean-origin beauty device that applies 2.45GHz microwave technology to facial and body care. Utilizing energy characteristics different from conventional radiofrequency, it proposes new Korean-style treatment value and experiential value for salons, including thermal care, body shaping, and facial contouring.
Korean beauty, which has gained attention in Japan, has primarily spread through facial treatments such as peeling, glass skin, and pore management.
However, in the Korean beauty market, interest is now also rising in ‘Korean-style slimming management’, which continuously maintains not only facial skin but also facial contours and body lines.
This approach is not solely about temporary weight loss but involves combining thermal care and body shaping to continuously manage the ideal silhouette.
Emerging as a new option in this context is the microwave-based beauty device: MIREV.
The microwave device MIREV, referred to as the ‘Face Fat Melting Experience’, focuses on the differences in frequency and energy transmission between conventional radiofrequency and microwaves. The beauty approach using 2.45GHz microwaves is being introduced in numerous Korean clinics and aesthetic salons.
The microwave device MIREV serves as a device to introduce new trends from the Korean beauty market to Japanese aesthetic salons, providing a significant opportunity for future salon differentiation.
In the aesthetic salon industry, radiofrequency, cavitation, suction, and EMS have become standard menu offerings.
While these remain important beauty technologies, the increase in salons offering similar treatments has made it difficult for customers to perceive differences. Consequently, salons face management challenges such as declining customer attraction and menu price erosion.
Continuing to compete solely on price and promotions leads to lower customer spending and higher advertising costs, making stable salon management difficult.
What salons need now is not to offer existing menus at lower prices.
It is about creating a clear reason for customers to visit, making them feel:
By placing the microwave technology gaining attention in Korea at the core of its menu, the microwave device MIREV creates a different angle from conventional slimming devices.
The significant value of the microwave device MIREV lies not only in using the device itself as a differentiating factor but also in enabling salons to build a new menu category: Korean-style body management.
The microwave device MIREV is designed to be used for both facial and body treatments depending on the treatment goal.
For facial menus, it can be used to improve facial contours and skin condition while providing a warming sensation.
For body menus, it is intended for treatments on areas of concern such as the abdomen, waist, thighs, and upper arms.
Since salons can build multiple menus from a single device, they can develop not only introductory menus for new clients but also package deals and continuous body management programs.
The key is not to offer the microwave device MIREV as a standalone slimming treatment.
It involves designing a comprehensive program that includes an initial consultation to understand the client’s concerns and lifestyle, the treatment itself, home care advice, dietary and lifestyle guidance, and regular progress check-ins.
This allows the salon to evolve from a ‘place to receive slimming treatments’ to a ‘place to continuously manage the ideal body’.
b-models Co., Ltd. does not merely supply the microwave device MIREV.
For salons that adopt the device, the company provides comprehensive support from post-introduction operation, including technical training, treatment manuals, consultation design, menu pricing, package design, promotional materials, and customer attraction support via social media and Hot Pepper Beauty.
A beauty device alone does not generate revenue.
It only becomes a competitive advantage for the salon when it is designed around who the target customers are, how to communicate the value, what treatment plans to propose, and how to encourage repeat visits.
Through the microwave device MIREV, b-models Co., Ltd. aims not just to increase device sales, but to establish ‘Korean-style slimming management’ and ‘Korean-style body management’ as new salon menus across Japan.
The reason Korean beauty is supported is not just the speed of adopting new technology. It lies in the established culture of continuous management, not just one-off treatments, for both facial and body care.
The microwave device MIREV is not just a device to bring microwave technology gaining attention in Korea to Japanese salons.
It is a beauty device designed to create a new salon model that goes beyond traditional slimming menus, continuously managing each client’s facial contours and body lines.
We provide consistent support from technical training, menu design, customer attraction, and consultation to management support, working together with adopting salons to create the reason they are chosen in their region.”
b-models Co., Ltd. will continue to deploy the microwave device MIREV as a core device for Korean-style body management to aesthetic salons nationwide. The company will also strengthen its Korean beauty solutions by combining the AI skin diagnosis device ‘KANRY’, the comprehensive Korean skin management device ‘ERASER’, peeling products, and home care items.
The goal is to continuously manage not only facial skin but also facial contours, body lines, scalp, and home care.
By spreading this new Korean beauty culture across Japan, the company aims to realize a market where beauty salons are chosen based on technology and proposal skills, rather than price competition.
