In an industry often driven by fleeting trends, few companies have carved out their identity through sheer technological conviction the way BioPlus has. When the company first entered Korea’s hyper-competitive filler market—a red ocean dominated by global giants and domestic heavyweights—Founder and Chairman Hyun Kyu Jung refused to compromise on one principle: quality must command its rightful price.
“While it seemed like a short-term loss at first, the market gradually recognized BioPlus’s technological prowess.”
– Chairman Hyun Kyu Jung
That faith in technology over tactics not only sustained BioPlus through its earliest challenges but propelled it to a KOSDAQ listing, establishing it as one of Korea’s most resilient and innovation-driven bio-beauty pioneers. Today, BioPlus stands at the forefront of a movement that’s redefining the relationship between biotechnology and beauty.
The Rise of HUGRO — A Platform that Redefines Efficacy
At the heart of BioPlus’s next chapter lies HUGRO, a breakthrough platform that redefines how skincare and dermatological treatments deliver efficacy. Chairman Jung explains that HUGRO is powered by two core technologies, BMTS and AUT, each solving one of the industry’s most persistent challenges.
BMTS acts as a “delivery truck”, engineered to penetrate the skin’s outer barrier and carry active ingredients deep into the skin where they can truly work. Meanwhile, AUT serves as a “protective shield”, modifying the ingredient’s structure so the body doesn’t recognize and destroy it before it can take effect. Together, they form a dual system: one that delivers, and one that protects.
“Consumers are no longer fooled by marketing alone. They’ve become highly informed, almost like scientists in their own right.”
– Chairman Hyun Kyu Jung
That shift, from brand-driven beauty to efficacy-driven biotechnology, has changed how BioPlus innovates. HUGRO represents this new frontier: a total solution that addresses both delivery and stability, ensuring ingredients reach their target cells and stay active long enough to create visible, lasting results.
Beyond Cosmetics — Pioneering the Next Bio Frontier
While BioPlus began with aesthetics, Chairman Jung’s vision extends into pharmaceutical innovation. The company’s boldest move yet is its preparation for pharmaceutical approval of its gene-recombinant Hugro Botox—a reimagining of one of the world’s most popular aesthetic treatments.
Traditional botulinum toxin products are complex mixtures containing accessory proteins that can trigger immune responses and reduce long-term efficacy. BioPlus’s gene-recombinant method eliminates those proteins entirely, producing a pure neurotoxin that minimizes the risk of resistance.
“We’re not just improving on an existing product; we’re creating a purer, more effective therapeutic with a higher safety profile.”
– Chairman Hyun Kyu Jung
Alongside this, the company is developing a patch-based obesity treatment, using HUGRO’s BMTS technology to deliver therapeutic molecules through the skin—a non-invasive alternative to injections. Together, these two products mark BioPlus’s evolution into a true pharmaceutical innovator, bridging biotechnology, dermatology, and medicine under one vision: redefining bio-beauty as health-enhancing science.
Technology as the Core of Identity
Technology is more than a tool at BioPlus—it’s the company’s core identity. From pioneering the world’s first DVS-based filler, still unrivaled in its category, to launching HUGRO, every milestone reflects an unwavering commitment to scientific originality.
“For the past 20 years, BioPlus has been a company that has grown on a foundation of technology alone. All of our innovation has stemmed from technology, and it will continue to do so.”
– Chairman Hyun Kyu Jung
This technological self-reliance serves as the foundation of BioPlus’s enduring market resilience. In an industry where many competitors tend to pursue transient trends or engage in price-driven competition, BioPlus, by contrast, prioritizes sustained innovation through deep R&D and the development of proprietary materials. Consequently, this deliberate and forward-looking approach has enabled the company to establish itself not merely as a participant in the K-beauty sector but, more importantly, as an architect of the next phase of bio-beauty—one in which biotechnology, efficacy, and integrity ultimately converge.
BioPlus International: Bringing Science Closer to Consumers
(Led by CEO Won Jong Shin)
While BioPlus focuses on R&D and manufacturing, its subsidiary BioPlus International, headed by CEO Won Jong Shin, is reimagining how advanced biotechnology connects with consumers worldwide.
When the company launched the L’amanjiwoo & Jollywater sun-care ampoule with Treasure Hunter, it chose an unexpected route—Wadiz, Korea’s largest crowdfunding platform. The goal wasn’t funding, but real-time market validation.
“We chose Wadiz precisely because of its unique position in the market. It’s where early adopters seek out and get genuinely excited about novel technologies. Their passionate response becomes a crucial yardstick for us.”
– CEO Won Jong Shin, BioPlus International
The campaign, which drew overseas pre-orders, taught the team a vital lesson: even the most advanced biotech requires intuitive storytelling.
“We learned that while our technology is strong, it’s just as important to communicate and demonstrate it in a way that is intuitive and easy for consumers to understand.”
– CEO Won Jong Shin, BioPlus International
This experience reshaped how BioPlus International approaches product launches. Instead of releasing fully developed products and then seeking feedback, the team now involves consumers and creators from the earliest planning stages, using crowdfunding and community engagement as live testing grounds for messaging, packaging, and education. This iterative process allows BioPlus International to refine both its products and the language that explains them. It ensures complex science becomes approachable and exciting rather than intimidating.
The company has also applied this consumer-centric mindset to how it works with beauty influencers and professional creators. These collaborators don’t simply endorse products—they participate in long-term trials, helping the company discover which explanations resonate best with real audiences.
“They serve as our key partners in translating complex science into intuitive, relatable language.”
– CEO Won Jong Shin, BioPlus International
Through these ongoing partnerships, BioPlus International has built a bridge between BioPlus’s laboratory innovations and everyday users—a bridge built on trust, clarity, and authenticity. In a marketplace where consumers value transparency as much as performance, this co-creative approach has become one of the company’s most powerful competitive advantages.
Scaling Ambition — From Seongnam to Eumseong
BioPlus’s ambitions go far beyond Korea. To meet global demand, the company is constructing a massive new bio-complex in Eumseong, which will become Korea’s largest single-site biotechnology hub. Once fully operational, it’s projected to generate over $1 billion in annual revenue and produce cosmetics, medical devices, and pharmaceuticals under one roof.
“To fully realize this potential, we need extraordinary market expansion—over 100 times our current sales volume.”
– Chairman Hyun Kyu Jung
That expansion relies on strategic partnerships with global corporations capable of extending BioPlus’s market reach. The company’s partnership model is flexible by design—using exclusive distributor-led models for premium markets and co-branded collaborations for wider accessibility.
“We choose the most effective channel to bring our technology to consumers in each specific market.”
– Chairman Hyun Kyu Jung
The same flexibility defines BioPlus’s regulatory approach. Its operations are divided into three specialized units, cosmetics, medical devices, and pharmaceuticals, each with its own R&D and regulatory teams. This structure allows agility and precision as the company scales across industries and geographies.
Open Innovation: The Growth Engine
BioPlus’s success with its DVS filler line provided the financial foundation for a long-term open innovation strategy. Over the past several years, the company has invested approximately $40 million USD in mergers, acquisitions, and strategic equity stakes.
A prime example is the 2022 investment in ProCell Therapeutics, which strengthened BioPlus’s capabilities in recombinant protein production and drug delivery systems.
“These investments give us access to advanced technologies without having to build them from the ground up. And for our partners, they provide critical capital to accelerate new breakthroughs.”
– Chairman Hyun Kyu Jung
This symbiotic model, combining external innovation with internal R&D, has already yielded tangible results. The groundbreaking HUGRO platform itself emerged from such integrations, proving that collaboration and ownership can coexist to create exponential progress.
Partnerships Built on Understanding and Trust
For Jung, choosing the right collaborators is as crucial as developing new technologies. BioPlus evaluates partners based on three principles: deep understanding of its science, shared global ambition, and mutual trust.
“We see our partners as an extension of our own team. A strong, trusting relationship is the most critical factor for achieving long-term success together.”
– Chairman Hyun Kyu Jung
This philosophy has helped BioPlus cultivate lasting alliances across Asia, Europe, and North America—aligning the company with distributors, R&D firms, and investors who share its commitment to innovation and excellence.
The Future of Bio-Beauty
As biotechnology and cosmetics converge, Jung believes the industry’s future belongs to companies that can combine biological sophistication with tangible efficacy.
“The cosmetics industry is no longer a battle of brands, nor of ingredients.”
– Chairman Hyun Kyu Jung
With high-performance ingredients now commonplace, the real differentiator is delivery and bioavailability—ensuring actives reach deep into the skin and remain stable long enough to make a visible difference. For startups and manufacturers, Jung’s advice is simple: focus on real efficacy, not marketing exaggeration.
This belief cements BioPlus’s position as more than a cosmetics brand. It’s a biotech innovator defining the next generation of beauty, where science meets aesthetics in measurable, life-enhancing ways.
Resilience Through Unrivaled Technology
BioPlus’s resilience is not built on logistics or pricing—it’s built on technological indispensability. The company’s DVS filler, still the only commercialized technology of its kind worldwide, remains irreplaceable in clinics that depend on its performance.
“A truly dominant and unrivaled technology is valued based on its efficacy and uniqueness, not on price fluctuations or supply chain volatility,” Jung explains.
“For us, the ultimate form of resilience is not about managing supply chains; it’s about building a technological fortress that makes our products indispensable.”
– Chairman Hyun Kyu Jung
This conviction guides every innovation BioPlus develops. When technology becomes irreplaceable, it becomes the company’s greatest form of protection.
Conclusion: The Dual Engine of Growth
From its beginnings in a crowded domestic filler market to its rise as a global biotechnology innovator, BioPlus has become a model of integrity-driven growth. Under Chairman Hyun Kyu Jung, the company has built an ecosystem where biotechnology, pharmaceuticals, and aesthetics coexist seamlessly.
Meanwhile, CEO Won Jong Shin and BioPlus International have redefined how that science reaches consumers—through crowdfunding, influencer co-creation, and transparent storytelling that make complex biotechnology accessible.
Together, they form BioPlus’s two-sided engine of growth: scientific excellence and market empathy. As Jung looks to 2030, his mission remains clear—to make BioPlus the world’s leading bio-beauty tech platform, blending the precision of science with the universal desire for beauty and well-being.
“Real innovation deserves its rightful value—and, when nurtured with purpose and integrity, it can change industries forever.”
– Chairman Hyun Kyu Jung
Key Takeaways
- Tech-Driven Beauty: BioPlus’s HUGRO platform (BMTS + AUT) delivers active ingredients deep into the skin for lasting efficacy.
- Beyond Skincare: Developing recombinant Hugro Botox and a patch-based obesity treatment using non-invasive delivery.
- Consumer Connection: Under CEO Won Jong Shin, BioPlus International uses crowdfunding and influencer co-creation to make biotech accessible.
- Global Vision: Chairman Hyun Kyu Jung leads expansion through the $1 B Eumseong bio-complex and open-innovation partnerships worldwide.
Company Snapshot
| Name | BioPlus Co., Ltd. |
| Tag Line | “Pioneering bio-beauty through technology-driven innovation” |
| Founded | 2003 |
| Headquarters | Seongnam, Korea and a new Eumseong Bio-Complex |
| CEO / Chairman | Hyun Kyu Jung |
| Mission | Deliver the highest-quality fillers, cosmetics, and pharmaceuticals by leveraging proprietary technologies that ensure real efficacy and long-term value. |
| Core Technologies | • DVS Filler Technology – world’s only commercialized DVS filler • HUGRO Platform: BMTS (delivery) + AUT (stability) |
| Key Products & Pipelines | • Premium dermal fillers• Hugro-powered skincare (e.g., L’amanjiwoo & Jollywater sun ampoule)• Recombinant Botox (in development)• Patch-based obesity treatment (in development) |
| Market Focus | Premium expansion via aesthetic clinics, luxury spas, and VIP channels; co-branded collaborations for broader consumer reach. |
| Unique Selling Point | Proprietary, irreplaceable technologies enabling fair-value pricing and long-term resilience against competition. |
| Stock Listing | KOSDAQ, Korea |
| Website | https://www.bioplus.co.kr/ |
| https://www.linkedin.com/company/ubioplus/posts/ |
About BioPlus and BioPlus International
BioPlus Co., Ltd. (est. 2003, Korea) is a global bio-beauty innovator combining biotechnology and aesthetics. Led by Chairman Hyun Kyu Jung, the company developed the world’s only DVS filler and the HUGRO platform (BMTS + AUT), pioneering advanced skincare, recombinant Botox, and transdermal therapeutics.
BioPlus International Co., Ltd. is a subsidiary of BioPlus Co., Ltd., responsible for global product distribution and market engagement. Led by CEO Won Jong Shin, the company bridges advanced biotechnology and consumers through crowdfunding initiatives, influencer co-creation, and strategic global partnerships, expanding BioPlus’s innovations across premium and mainstream beauty markets.
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