Medytox has launched 'New Viju', the world’s first cholic acid-based submental fat improvement injection, potentially disrupting the deoxycholic acid-dominated market. For overseas distributors and clinic buyers, this new formulation promises fewer side effects like pain and swelling, offering a differentiated product for the growing aesthetic fat reduction segment.
Product differentiation
Unlike conventional deoxycholic acid injections that often cause inflammation at the treatment site, New Viju uses cholic acid, a bile acid with a milder profile. Animal studies showed lower incidence and severity of skin adverse reactions compared to deoxycholic acid, according to the company. This could appeal to clinics seeking safer alternatives for submental fat reduction.
Clinical efficacy data
In a phase trial, adults with moderate-to-severe submental fat received up to six injections of New Viju or placebo at four-week intervals. At 12 weeks post-last dose, 88.57% of the New Viju group achieved at least a one-grade improvement on a 5-point scale (0=minimal fat, 4=extreme fat), versus 32.43% for placebo. Two-grade improvement was seen in 46.67% of the active group vs. 5.41% for placebo, both statistically significant.
Safety and drug interaction profile
New Viju also showed low potential for drug-drug interactions in in vitro tests on metabolic enzymes and drug transporters. This reduces risks for patients on concurrent medications, a practical advantage for clinics managing diverse patient profiles.
What buyers should watch
Distributors and clinic buyers should monitor regulatory approvals in key markets and compare New Viju’s pricing and reimbursement against established deoxycholic acid products. Medytox plans to leverage its botulinum toxin and filler portfolio to create bundled offerings, which may enhance clinic adoption. Early supply-chain partnerships could secure first-mover advantage in regions with high demand for non-invasive fat reduction.
Source: Read the original report | Published: June 12, 2026