Hugel Inc. will officially enter the U.S. market through a strategic partnership with BENEV Company Inc. In August last year, Hugel began partnership discussions regarding U.S. sales of its botulinum toxin product, Letybo. After a competitive process involving five candidates, Hugel has selected BENEV as its partner in June this year. Rather than engaging in direct sales, Hugel decided on a sales strategy to partner with a U.S. partner, BENEV, primarily because this approach allows for the immediate launch and expansion of product sales in the U.S. market.

Unlike its competitors, Hugel will not simply delegate all of the sales and distribution rights to BENEV. Instead, it plans to jointly enter the market with BENEV as a partner in the U.S. botulinum toxin business. The two companies will collaborate in sales, marketing, education, and research, leveraging BENEV's robust sales network and Hugel's accumulated expertise in academic marketing and successful toxin business strategies from other territories such as Australia and Canada.

The goal is to capture approximately 10% of the U.S. market share within three years. Hugel announced the launch of Letybo at "The Aesthetic Show in Las Vegas at the Wynn" from June 27th to 30th. The initial production for the U.S. launch has been completed, with the first set of shipment scheduled for the end of July, followed by the full-scale sales.