Messia K's Journey: Pioneering Anti-Aging Hair Care Solutions

Messia K, headed by CEO Lee Mi-rae, is making strides that set it apart in the beauty industry. The company attracted attention with its launch of the 'Jinja Morina Return Black Shampoo,' which features the first triple-functionality and antioxidant technology for white hair restoration.

Having registered a patent for a functional cosmetic composition that promotes dark hair through melanin activation in 2025, Messia K is expanding its business across various sectors. Established in 2024, the company builds on over three decades of experience in the hair care industry after originating as a sole proprietorship in the scalp and beauty sector in 1993, where it has met customers and accumulated rich field experiences.

Currently, Messia K operates based on its independently developed U-PEP PT™ scalp anti-aging raw material solution. The first product incorporating this solution, 'Jinja Morina Return Black,' had an initial release of 3,000 units on June 1, 2025, followed by successive sales of additional 3,000-unit batches, highlighting strong market reception. The cumulative production has reached 9,000 units, translating to approximately 440 million KRW based on a consumer price of 49,000 KRW per unit.

While validating market feasibility through finished product sales, the company is also working to expand its professional distribution channels and plans to extend its business scope into raw material supply, OEM/ODM services, and technology licensing.

This year, Messia K’s marketing strategy emphasizes building brand trust grounded in patented technologies, research data, and real consumer experiences rather than simple product advertising. Its primary customer base includes middle-aged consumers who are cautious about repetitive dyeing, as well as those in their 20s to 40s dealing with early graying, and individuals focused on scalp and hair health and well-aging.

Through offline channels, the company provides consultations and product experiences in salons and scalp centers, while leveraging its online platforms, including its own e-commerce portal, to enhance purchasing and re-purchase opportunities. The company is also expanding consumer touchpoints through home shopping and plans to target cosmetics and hair-related companies for U-PEP PT™ raw material supply along with OEM/ODM opportunities.

To facilitate overseas market penetration, Messia K is preparing for export in collaboration with APHCA’s leadership and networks across Asia. The company aims not only to export finished products but also to extend business models to local partnerships for OEM/ODM and U-PEP PT™ raw material supply and technology licensing, adapting to varying national cosmetics regulations and market characteristics.

Messia K aims to go beyond merely exporting South Korean shampoo products; it seeks to spread its independently developed scalp anti-aging raw material technology and products starting from Asia to global markets.

The company's significant competitive edge lies in over 30 years of on-ground experience and a unique technology developed from 25 years of research. Messia K holds a registered patent for a functional cosmetic composition for promoting dark hair containing herbal extracts, relying on this to enhance its U-PEP PT™ raw material platform technology. The company has been recognized for its technological prowess, receiving the Excellent Patent Award in South Korea for two consecutive years in 2025 and 2026.

Messia K’s research focuses on technologies that address the scalp and follicle environment along with melanin production, breaking away from conventional methods of simply dyeing or temporarily coloring gray hair. They have developed a versatile raw material platform technology applicable across various scalp and hair products.

The company is also participating in the governmental startup support program, 'Everyone's Startup,' to refine its business model and market entry strategy. This involves systematic preparation with expert mentoring, market feasibility validation, and strategic commercialization and investment plans.

Messia K's key technology is its U-PEP PT™ anti-aging raw material platform, developed to maintain healthy scalp and follicle environments while improving melanin production. Research and human application tests to gather objective data continue to be prioritized.

Key product this year includes 'Jinja Morina Return Black,’ which distinctly aims to create a healthy scalp and follicle environment rather than merely cover gray hair. Future plans involve developing tonic treatments for concentrated scalp care and expanding their product portfolio to include ampoules and hair packs for a comprehensive anti-aging routine.

Messia K views research and development as its foundation. It plans to establish an in-house laboratory to enhance its key material U-PEP PT™ and continues rigorous collaborations with external experts for raw material validation and product development. As the company grows, it plans to expand its research and production capabilities in alignment with partnerships for stable manufacturing.

Ultimately, Messia K’s vision is to grow beyond a company that simply sells a shampoo. The target is to evolve into a raw material platform company supplying functional materials to cosmetics and hair enterprises based on its U-PEP PT™ technology. The business model is set to progress from finished product sales to raw material supply, OEM/ODM, technology transfers, and global market expansion.

The company is dedicated to fostering a new well-aging era by developing its unique raw materials and technologies for international competitiveness in the global cosmetics market. Messia K firmly believes that as the cosmetic industry shifts towards holistic aging management beyond skin care, the focus will expand to the scalp and hair, paving the way for a new segment in the beauty industry.