Officially introducing Letybo, a botulinum toxin (BTX) product, to the U.S. market, Hugel and BENEV have made a significant aesthetic industry turning point. Now fully commercialised and scheduled to launch by the end of July, Letybo is the sixth BTX drug approved by FDA over two decades. Hugel and BENEV want to hold a 10% share of the U.S. market in three years, so giving doctors a fresh, clinically proved choice for glabellar line treatment. Letybo has already become a worldwide brand with more than 65 approvals globally and a known international presence acquired from over 31 million successful treatments. With so much clinical evidence supporting letibotulinumtoxinA, the active component, 29 peer-reviewed publications have highlighted it, so enhancing its potency and safety. In the South Korean botulinum toxin market, Letybo now holds the largest market share.
The Hugel and BENEV collaboration shows a deliberate attempt to increase their base in US tastes market.
BENEV CEO Ethan Min underlined the important part this cooperation plays in marketing creative aesthetic solutions, while Hugel’s Representative Executive Officer, Moon Hyoung-jin, underlined the collective commitment to scientific advancements, products of high standards, and continuous professional education.
After almost a year of discussions, BENEV is the U.S. launch partner from a pool of five possible partners selected in July 2024. Thanks in great part to BENEV’s established reputation as a firm handling aesthetic medicine and expertise of the distribution channel, Hugel Cooperation was secured in notable degree.
In a departure from usual arrangements when there is complete transfer of distribution rights, Hugel will co-market Letybo with BENEV and Hugel America, the American partner.
With BENEV’s wide-ranging network and tested-through worldwide marketing strategies, Hugel intends to develop Letybo as a competitive participant in the U.S. botulinum toxin market going forward. Successful introductions in nations like Australia and Canada have given the corporation hope for future success in the American cosmetics industry.
