Against that backdrop, South Korean biomaterials company A Bio Materials is moving into Southeast Asia. The company partnered with food brand NOWLAB and Vietnamese distributor OMB GROUP to introduce the inner-beauty brand “EXO QUEEN” in Vietnam.
The three companies held a seminar for influencers in Hanoi on April 14 to present the products and underlying technology. Discussions also covered how to use content and coordinate marketing partnerships, according to the companies.
The newly unveiled products apply plant-derived exosome ingredients. Exosomes are known for their role in cell-to-cell signaling, and their potential use is being studied not only in cosmetics but also as food ingredients.
A Bio Materials said it used its in-house technology to formulate the ingredient in a food format. The key ingredient is derived from Centella asiatica, and related research has suggested potential links to anti-inflammatory effects and skin improvement.
However, the use of exosomes in foods remains at an early stage, making national regulations and safety verification critical. In the health functional food market, whether an ingredient is recognized for functionality and supported by clinical evidence is a major factor in competitiveness.
The project is structured as a division of roles across materials, branding and distribution. A Bio Materials supplies the ingredient, NOWLAB handles product planning and brand operations, and OMB GROUP manages local distribution and marketing.
Vietnam has been seeing growing consumption of K-beauty products, with rising interest among younger consumers in health functional foods and skin-care items. Influencer marketing on social media has become a key sales channel.
OMB GROUP, which is handling local distribution, is known for experience distributing K-beauty brands. The companies said the product’s ability to gain a foothold will depend on local consumer response.
Industry watchers say collaboration models between biomaterials firms and brand and distribution companies are increasing as the inner-beauty market expands around functional ingredients. Southeast Asia is widely viewed as a high-growth region, drawing continued entries by global companies.
A Bio Materials said it plans to broaden its lineup using a range of plant-derived ingredients. Industry sources said the project is being watched as one test of how South Korean biotechnology can be applied overseas.
* This article has been translated by AI.
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