Editor’s Note
**Editor’s Note:** Amorepacific’s strategic investment in Hielo Corporation marks a calculated expansion into the medical device and clinic channels, reinforcing its “Beauty + Medical” business model. This move bridges skin boosters with post-procedure care, signaling a deeper integration of aesthetic and medical markets.
Amorepacific has made a strategic investment in Hielo Corporation, a specialized skin beauty medical device company, marking its full-scale entry into the medical beauty market.
Moving beyond its cosmetics-centric business structure, the company is expected to transform its portfolio into an integrated beauty solutions provider encompassing skin beauty medical devices, dermatological procedures, and home beauty devices.
Amorepacific Holdings announced on the 27th that it had signed an investment agreement with Hielo Corporation to strengthen cooperation in the beauty and medical fields. Until now, Amorepacific’s business areas have been focused on traditional cosmetics, including skincare, makeup, and hair care.
However, the global beauty market is rapidly expanding beyond cosmetics into skin boosters, beauty medical devices, post-procedure care products, and home care devices.
In particular, as consumer behavior shifts from simply using cosmetics to also consuming dermatological procedures, medical devices, and post-procedure care products, cosmetics companies are accelerating their entry into the medical aesthetics market.
The two companies plan to combine Hielo Corporation’s aesthetic medical device development capabilities and global medical professional network with Amorepacific’s skin science research capabilities and skincare technology to develop next-generation beauty and medical solutions. Specifically, they will pursue the development of skin boosters, cosmeceuticals, skin beauty medical devices, and post-procedure aftercare products, as well as collaboration on distribution and marketing to hospitals and clinics.
The core of this collaboration is the ‘connection between professional procedures and daily skincare.’ This refers to an integrated beauty experience that allows consumers to continue managing their skin with related products even after receiving a procedure at a dermatology clinic. The strategy is to provide solutions covering the entire process, from pre-procedure care to immediately after the procedure and through the recovery phase.
Amorepacific Holdings has signed a strategic investment agreement with Hielo Corporation, a specialized skin beauty medical device company, to strengthen cooperation in the beauty and medical fields. (Photo = Amorepacific)
The most significant asset Amorepacific can gain is the medical network. Hielo Corporation possesses a network of specialized medical institutions, including dermatology clinics, plastic surgery clinics, and aesthetic clinics. This allows Amorepacific to expand its business touchpoints from its existing B2C-centric structure to hospital, clinic, and aesthetic clinic channels.
Furthermore, by securing skin beauty medical device technology, the company is expected to be able to develop new products that combine cosmetics and medical devices. Business expansion into the medical beauty sector is anticipated, including skin boosters, LED beauty devices, and post-procedure regeneration care products.
Hielo Corporation also gains growth momentum through its collaboration with Amorepacific. It can leverage Korea’s top-tier skin science research infrastructure and accelerate its entry into the consumer market and overseas business expansion based on Amorepacific’s brand competitiveness and global distribution network.
Founded in 2021, Hielo Corporation is a specialized skin beauty medical device company that conducts business based on medical professional network-driven R&D and global distribution capabilities. Its flagship product, ‘HILO WAVE,’ is a collagen booster based on Dual-Hyaluronic Acid (Dual-HA), and its business is expanding in Korea, Japan, Indonesia, Vietnam, and other countries.
Industry insiders view this investment as more than just an equity investment; it is seen as a signal that Amorepacific’s business domain is expanding from cosmetics to medical aesthetics.
As convergence solutions combining skin science and medical device technology emerge as a new growth axis, analysis suggests that Amorepacific is also fully implementing a business strategy that breaks down the boundaries between beauty and medicine.