Mar 19, 2025

Mediheal expands globally after selling 3.1 bn mask packs 2025.03.19 11:38:06 Receiver Mediheal CEO Kim Soon-won Mediheal, a mask pack and skincare manufacturer of South Korea’s L&P Cosmetic, is accelerating its global expansion. The company is targeting the United States, Japan, and China as key markets following its strong domestic performance and rising international demand. “Overseas expansion is our top priority in 2025,” Mediheal CEO Kim Soon-won said in a recent interview with Maeil Business Newspaper. The company has received numerous inquiries worldwide about selling its products and is selectively expanding its partnerships. Mediheal, which topped 100 billion won ($68.9 million) in sales at CJ Olive Young in 2024, recorded 300 billion won in total annual revenue, growing 54 percent year-over-year. The brand has maintained double-digit growth for three consecutive years and aims to sustain this trend by expanding its skincare line and strengthening its global footprint. 사진 확대 Mediheal’s Nemo Pad. At Mediheal’s headquarters in Gangseo District, Seoul, Kim highlighted the brand’s 40 percent overseas sales share, with U.S. sales alone tripling in 2024, thanks to the success of “Nemo Pad” that ranked first in its category on Amazon. The brand is also expanding into Costco, Target, and Ulta in the United States and will collaborate with Olive Young’s first U.S. store to enhance brand visibility. In Japan, Mediheal has revamped its distribution strategy as it shifts away from a mask pack-centric approach, while in China, which once accounted for 75 percent of the brand’s revenue, the company is seeing renewed growth after a market downturn. Mediheal remains a dominant force in the mask pack industry, with cumulative sales hitting 3.1 billion units. To support this demand, its parent company is constructing a 10,500㎡ factory in Namdong Industrial Complex, Incheon, set to begin operations in late 2025. Kim emphasized Mediheal’s commitment to building a self-sustaining ecosystem, saying, “We are reinvesting most of our profits into R&D and component production to enhance our capabilities.” Beyond masks, Mediheal expanded into skincare last year, launching a dermatology-inspired line at Olive Young, which saw a 300 percent sales surge in just three months. The brand continues to develop accessible derma products, following its success in pioneering toner pads - a now essential beauty category. Mediheal is also redefining sheet mask usage with its new steam mask pack, challenging the notion that masks should only be used cold. “We strive for ‘familiar novelty’ - creating products that feel both new and intuitive. That is our competitive edge,” Kim said. 사진 확대 Mediheal x PLAVE Collaboration Pop-up Image. In a bold marketing move, Mediheal partnered with virtual idol group PLAVE, a collaboration that gained significant traction online. The partnership helped Mediheal win the Best Skincare Brand Award at the 2025 K-Beauty Icon Awards, hosted by Maeil Business Newspaper. The brand is currently running a second PLAVE collaboration pop-up store at Olive Young N Seongsu until March 30th, 2025. By Kim Hyo-hae and Minu Kim [ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]