BioPlus, Generation Co. Sign MOU for Korean Launch of DVS-HA Filler

Boosting Local Premium HA Filler Amid Global Competition

[Kim Saemi, Edaily Reporter] BioPlus Co., Ltd. announced on the 8th that it has signed a comprehensive Memorandum of Understanding (MOU) with Generation Co., Ltd., a company with strong domestic sales and distribution capabilities. The agreement aims to establish mutual cooperation for the domestic launch of high-end HA fillers used in aesthetic medical procedures.

Chairman Hyunkyu Jung of BioPlus (right) poses for a commemorative photo with Dohoon Kim, CEO of Generation Co., Ltd. (left), after signing an MOU for the domestic launch of the DVS-crosslinked HA filler at BioPlus’s Seoul headquarters on July 7. (Source: BioPlus)

Headquartered in Korea and listed on KOSDAQ, BioPlus specializes in advanced biomaterials based on its proprietary MDM platform technology, which utilizes Divinyl Sulfone (DVS) instead of the commonly used crosslinking agent BDDE (1,4-Butanediol Diglycidyl Ether) in hyaluronic acid fillers. This unique crosslinking method significantly enhances the filler’s cohesiveness and viscosity.

The two companies plan to launch a new dermatological HA filler brand, ‘LU CHAENA’, in Korea in the third quarter of this year. Designed for both lifting and volume enhancement, LU CHAENA incorporates BioPlus’s internationally recognized technology, which has already obtained CE certification. Through years of research into local treatment trends, the product is optimized to improve facial volume quickly and non-invasively, with fine-tuned viscosity and elasticity.

Unlike traditional fillers that merely fill deep wrinkles, LU CHAENA spreads evenly upon injection and is designed to degrade slowly, allowing sustained collagen production. It aligns with the growing domestic interest in ‘slow-aging’ solutions, contributing to the rapid growth of Korea’s premium HA filler market.

Daniel Youn, Head of Marketing Strategy at BioPlus, commented,

“This domestic launch marks a major milestone for DVS-based premium HA fillers, which have already been recognized for their safety, ease of use, and longevity in global markets.

Looking ahead to 2025, we are accelerating the launch of our botulinum toxin product.

Furthermore, by leveraging our exclusive next-generation growth factor peptide ‘Hugro Peptide’. we are expanding into the skin booster market under the ‘Kiara’ brand and entering the premium derma-cosmetic sector with ‘Bonyx’.

These integrated initiatives will reinforce our business synergy across multiple categories.”

With this MOU, BioPlus and Generation aim to reinforce the competitiveness of local brands in the Korean medical aesthetics market and usher in a new era of innovation for premium injectable products.

김새미 (bird@edaily.co.kr)