EOA Expands Presence in South Korea Through Optimawellness Pharmacy Network

As competition intensifies among offline cosmetics distributors such as Olive Young and Daiso, pharmacies are emerging as a new beauty distribution channel. With a growing consumer focus on ingredients and functionality, dedicated beauty sections within pharmacies are expanding, recently extending their offerings to include home beauty devices.

EOA, a specialist in anti-aging beauty products under the global wellness group The Future, is set to enter all locations of Optimawellness Pharmacy (OWM), aiming to broaden consumer access through pharmacy channels. The beauty industry is witnessing a rapid rise of the 'Pharmacy Beauty' trend, which integrates pharmacies with beauty experiences, capitalizing on the expertise of pharmacists and the opportunity for hands-on product engagement in physical stores.

Optimawellness Pharmacy exemplifies this trend, providing a hybrid wellness space where consumers can explore a range of global beauty, health, and wellness products alongside traditional pharmaceutical services. Its stores are situated in prominent areas with high foreign visitor traffic, such as Seongsu, Myeongdong, and Gangnam, and promote pharmacy shopping items and wellness content on social media.

With this new partnership, all locations of Optimawellness Pharmacy will carry three beauty devices from EOA and five PowerGF skincare products. The devices include the Fulltenza, Fullsera Pro, and Fulltherma Pro, while the skincare range comprises the Collagen Synergy Boosting Gel, PowerGF Wrinkle Pore Plumping Mist, PowerGF Repair Calming Cream, PowerGF Tight Shot Ampoule, and NAD+ Collagen Lifting Hydrogel Mask.

The Fulltenza device utilizes RF (radio frequency) technology and a dual RF approach focused on managing pores and skin texture. The Fullsera Pro employs HIFU (High-Intensity Focused Ultrasound) technology, aimed at enhancing skin elasticity and density, and the Fulltherma Pro is designed as a 4-IN-1 device capable of comprehensive management of elasticity, density, profile, and skin texture through its 6.78MHz RF technology.

EOA's skincare line features products enhanced with the high-functionality growth factor complex 'PowerGF.' The PowerGF Wrinkle Pore Plumping Mist targets pore and fine line management as well as skin hydration. The PowerGF Repair Calming Cream and PowerGF Tight Shot Ampoule focus on soothing and hydrating the skin as well as addressing pore and elasticity concerns.

Deokyung Baek, CEO of The Future, stated, 'As pharmacies evolve from being spaces solely for purchasing medications to venues where beauty and wellness products can also be experienced and selected directly, the opportunities for consumer engagement are expanding. This partnership with Optimawellness Pharmacy will enable us to showcase EOA's home beauty devices and skincare products more closely, fostering a richer experience of anti-aging home care in everyday life.'