Medytox's submental fat reduction injectable NUVIJU has surpassed 10,000 vials in cumulative sales within two months of its launch, signaling strong early demand in the medical aesthetics market. The product, approved as Korea's 40th new drug by the Ministry of Food and Drug Safety, targets moderate to severe submental fat and is positioned as the world's first fat-reduction injectable using cholic acid as its main ingredient.
Product differentiation
NUVIJU is formulated at a pH of 7.4, similar to the human body, to reduce injection pain. It also excludes certain chemical excipients such as benzyl alcohol and benzethonium chloride to lower the risk of skin irritation. These features aim to improve patient comfort and safety during treatment.
Clinical data highlights
In a Phase 3 trial involving 240 Korean patients with moderate to severe submental fat, up to six injections at approximately four-week intervals resulted in 88.57% of the treatment group achieving at least a one-grade improvement in submental fat, and 46.67% achieving a two-grade or greater improvement. Additional non-clinical studies showed lower stress hormone concentrations and reduced expression of pain-related receptors in skin tissue compared to controls.
Market strategy
Medytox plans to expand academic activities and marketing efforts targeting medical professionals, leveraging clinical and non-clinical data to strengthen product competitiveness. A company representative stated, "Sales are increasing amid interest from clinicians and patients. We will actively respond to market demand and enhance brand competitiveness through diverse academic and marketing activities."
What buyers should watch
As the medical aesthetics market expands, competition in fat-reduction injectables is intensifying, with product differentiation centered on unique ingredients and safety profiles. NUVIJU's early sales performance and clinical data provide a strong foundation, but long-term competitiveness will depend on real-world efficacy, safety, and trust among practitioners and consumers. Overseas buyers should monitor regulatory approvals and clinical adoption in their target markets.
Source: Read the original report | Published: June 18, 2026