Medytox’s submental fat reduction injection NUVIJU, the world’s first cholic acid (CA)-based aesthetic injectable, has sold over 10,000 vials within two months of its South Korea launch. The milestone signals strong early market adoption and validates the competitiveness of a domestically developed novel drug in the medical aesthetics space, offering overseas buyers a new option in fat-reduction injectables.
Product and regulatory milestone
NUVIJU is the first new drug approved for the domestic medical aesthetics market in South Korea, designated as the 40th domestic new drug by the Ministry of Food and Drug Safety (MFDS). Its indication is moderate-to-severe submental fat improvement. As the world’s first injectable using cholic acid (CA) as the active ingredient, the product aims to reduce common side effects such as edema and bruising. The formulation is adjusted to a pH of 7.4, similar to human physiology, to minimize injection pain. It also excludes chemical excipients like benzyl alcohol and benzethonium chloride to enhance safety.
Clinical efficacy data
In a Phase 3 trial involving 240 Korean patients with moderate-to-severe submental fat, NUVIJU was administered up to six times at approximately four-week intervals. The proportion of patients achieving at least a one-grade improvement in submental fat was 88.57% in the NUVIJU group versus 32.43% in the placebo group. For a two-grade or greater improvement, the rates were 46.67% versus 5.41%, respectively. Additional non-clinical studies showed that subcutaneous injection of NUVIJU resulted in significantly lower blood stress hormone levels (corticosterone and catecholamines) and reduced pain-related receptor expression in skin tissue compared to controls.
Market strategy and channel signals
Medytox plans to expand academic activities and marketing efforts targeting medical professionals to strengthen market penetration. A company representative stated: “NUVIJU has received high interest even before launch, and post-launch it is recording strong performance based on high satisfaction and trust from clinicians and patients. We will actively respond to rapidly growing market demand and strengthen differentiated brand competitiveness through diverse marketing activities.”
Sourcing context for overseas buyers
For importers and distributors of aesthetic injectables, NUVIJU represents a novel, non-surgical fat-reduction option with a unique CA mechanism and a strong domestic regulatory track record. The product’s rapid sales uptake in Korea suggests potential for market expansion into regions where submental fat reduction is in demand. Buyers should monitor Medytox’s international registration plans and evaluate compatibility with local regulatory frameworks.
Source: Read the original report | Published: June 17, 2026