Hugel Aesthetics Expands U.S. Operations with Direct Sales and Medical Team

Hugel Aesthetics announced significant expansion of its U.S. business operations, marking a new phase in its growth strategy. The company is establishing a dedicated direct sales force and a field-based medical affairs organization.

This expansion also includes investments in a new consumer-focused K-TOX marketing campaign, support for medical congresses, and generation of further clinical evidence. These efforts aim to strengthen the market position of Letybo, its neurotoxin product that has been the top seller in South Korea for a decade.

Letybo received FDA approval in February 2024 and was initially launched in March 2025 through a partnership with BENEV Company Inc. Since then, it has been adopted by over 9,000 practices. Hugel is now implementing a hybrid sales approach, combining partner distribution with its own sales team for select strategic accounts.

"Letybo is globally trusted with over 15 years of clinical experience and 44 million treatments performed across more than 70 countries. These recent company investments reflect our long-term vision and dedication for continued expansion in the U.S.," stated Carrie Strom, Hugel President and Global CEO. The company aims to partner with aesthetic healthcare professionals through scientific education and innovation.

Hugel is also launching the K-TOX campaign, inspired by South Korea's leadership in aesthetic innovation, to raise awareness among consumers and providers. The campaign highlights Letybo's status as the number one neurotoxin in South Korea. Throughout 2026, Hugel's commercial and medical affairs teams will focus on U.S. strategic accounts, while BENEV continues to service other accounts.