Hugel Expands WELLAGE Brand Presence in the U.S. with 11,000 Visitors at LA Event

Hugel's clinical cosmetic brand WELLAGE is accelerating its entry into the North American market by expanding its engagement with local consumers.

Hugel announced that WELLAGE participated in the 'Olive Young Festa LA 2026' held at the Los Angeles Convention Center from August 14 to 16. During the event, approximately 11,000 visitors attended the WELLAGE booth.

The 'Olive Young Festa LA 2026' is a large-scale K-beauty event that is part of the global K-culture festival 'KCON LA 2026.' As a partner brand of Olive Young, WELLAGE focused on promoting the moisture improvement effects of its flagship 'Real Hyaluronic Line' to local consumers.

To intuitively convey its core value of deep hydration, WELLAGE operated an experiential booth with a 'Water Splash' concept. The booth featured dynamic water droplet imagery to emphasize the brand identity, allowing visitors to experience differentiated hydration solutions firsthand.

Interactive programs included the hydration stepper game 'Boost Hydration!' and a product testing zone 'Marinate with WELLAGE.' The product testing zone showcased a variety of offerings centered around the Real Hyaluronic Line, including hyper polydeoxyribonucleotide (PDRN), hyper peptides, and hyper toning products.

Ji Seung-wook, Vice President of Hugel's Business Division, stated, "Based on our proven product efficacy and brand competitiveness in Korea, we will continue to expand our engagement with North American consumers and actively promote WELLAGE's unique hydration solutions."

Meanwhile, Hugel reported record earnings in the first half of the year, with sales of 254.5 billion won and an operating profit of 103.7 billion won, marking increases of 27.2% and 8.4%, respectively, compared to the same period last year.

Notably, overseas sales accounted for 162.1 billion won, representing 63.7% of total sales. Sales of botulinum toxin abroad reached 108.5 billion won, a 70.9% increase from the previous year.

Analysts predict that Hugel's annual sales will exceed 500 billion won this year. According to financial information provider FnGuide, Hugel's consensus for consolidated sales this year is projected at 538 billion won, a 26.6% increase from the previous year. The operating profit consensus for the same period is expected to be 219.3 billion won, a 9.2% increase year-on-year.