MediBioLab Expands From Pharmacies to Its Own Online Store, Debuts PMEC

[Financial News]  MediBioLab is entering the direct-to-consumer (D2C) market with an individually recognized functional ingredient it developed itself. The company is moving beyond its pharmacy-centered sales of health functional foods, which began in 2011, to build a direct consumer distribution network based on its own ingredients and products.
MediBioLab said on the 17th that it has begun selling health functional foods online through its own store, MB Luckmall, and other channels. Its first three products are Itmongoods, Ssopalpalpal+, and HyeolapHyeoldangHyeolhaengCholesterol All Care.
The key product in the company's online expansion is Itmongoods. It contains PMEC, an individually recognized functional ingredient that the Ministry of Food and Drug Safety recognized as something that "may help alleviate gum conditions."
The company conducted in vitro studies, animal testing, and human application trials while developing PMEC. It also incorporated its long experience selling related pharmacy products, including Prolak and Dentilak, which use propolis extracts and other ingredients, into the development of the new product. According to the company, cumulative sales of the related products have exceeded 100 million capsules, including tablet products.
The online product lineup will also expand beyond gum health to include men's health and blood circulation-related functional foods. Ssopalpalpal+ uses saw palmetto fruit extract and octacosanol as its main ingredients, along with bush clover, fenugreek seed, and maca extracts as secondary ingredients.
HyeolapHyeoldangHyeolhaengCholesterol All Care is a combination health functional food containing coenzyme Q10, banaba leaf extract, ginkgo leaf extract, and red yeast rice. Consumers should exercise caution based on their individual health conditions and whether they are taking medication.
MediBioLab plans to add more online-only products and divide its portfolio between products distributed through pharmacies and those sold online. It is also developing veterinary quasi-drugs and feed additives aimed at the oral health of companion animals and preparing them for online sales.
An official from the health functional food industry said, "Companies that have secured their own individually recognized ingredients have room to build brands through ingredient differentiation rather than simply selling finished products. Another point to watch is that adding a D2C channel while maintaining existing offline distribution networks can broaden consumer touchpoints."
A MediBioLab official added, "Based on the product development experience we have accumulated through pharmacy sales, we plan to continue expanding our online-only product lineup." 


[email protected] Kim Kyung-a Reporter