[Daily Pharm=Reporter Lee Seok-jun] The mask pack from PYDERIN, a premium PDRN skincare brand, has sold out all its domestic inventory. The company explained that consumer interest and purchase demand expanded after American model Hailey Bieber posted a photo of herself using the product on her social media during her visit to Korea.
According to PYDERIN on the 30th, after Hailey Bieber's social media post showing her using the PYDERIN mask pack was recently revealed, domestic purchase demand increased, leading to the nationwide sell-out of inventory.
PYDERIN is a premium PDRN skincare brand that has primarily supplied its products to pharmacies and hospitals in Korea. It has built brand awareness mainly through specialized distribution channels rather than general cosmetic distribution channels.
It has also expanded its consumer base by promoting its products overseas. The company explained that while interest from famous overseas personalities and consumers continued, Hailey Bieber's social media post also contributed to increasing domestic awareness.
In particular, the fact that Hailey Bieber personally revealed herself using the mask pack during her visit to Korea was given significance. It is evaluated as an opportunity to introduce the brand to general consumers beyond the existing consumer base centered on pharmacies and hospitals.
Emphasizing 99% purity PDRN raw material…targeting the premium market
PYDERIN highlights the purity, molecular weight, and origin of its PDRN raw material as product differentiation factors.
According to the company, PYDERIN products use Korean salmon-derived PDRN raw material with 99% purity and a molecular weight of 97kDa. It explains that it is building a premium brand image by presenting specific characteristics of the raw material, going beyond simply stating that it contains PDRN ingredients.
PDRN is a DNA-derived ingredient extracted from salmon and other sources, used in the field of dermatology. Recently, as cosmetics utilizing PDRN have been successively launched in the domestic and international skincare markets, competition among related brands is also expanding.
PYDERIN plans to expand its contact points with domestic consumers, taking advantage of this mask pack sell-out. The company explained that the brand's expansion potential has been confirmed as popular awareness from overseas celebrities' social media exposure has been added to its existing distribution base centered on pharmacies and hospitals.
The company stated, "Interest in the product that has continued overseas has led to an increase in domestic purchase demand," and "We will expand our contact points with domestic and international consumers based on the quality of PDRN raw materials and our premium brand competitiveness."
