Easydew’s ‘EGFx,’ featuring wound-healing ointment technology, tops 5 billion won in sales six months after launch

[Financial News] A cosmetic product incorporating the EGF technology of Daewoong Pharmaceutical Co., Ltd., known for its wound-healing ointment, surpassed 5 billion won in sales just six months after launch.
DNCosmetics’ dermocosmetics brand Easydew said on the 7th that its skin barrier care line, EGFx, had surpassed 5 billion won in cumulative sales across the entire line just six months after launch. Its flagship product, EGFx Downtime Oint Gel 30 mL, posted strong sales after taking part in Olive Young’s “Olive Young Pick” promotion on the 1st.
EGFx is a product line focused on “downtime”—the time it takes for the skin barrier, damaged by professional skin treatments or everyday irritation, to return to normal. It is designed for convenient daily care when various skin concerns arise, such as sensitivity or redness caused by seasonal changes and breakouts.
The key ingredient is high-purity DW-EGF, made using the proprietary technology of Daewoong Pharmaceutical Co., Ltd. and structurally identical to EGF in the human body. The company applied EGF technology developed in the pharmaceutical field to cosmetics, enabling care not only for barrier recovery after professional skin treatments but also for skin sensitized by external irritants or breakouts.
The flagship product, EGFx Downtime Oint Gel, is a highly concentrated product containing 10 ppm of DW-EGF, the highest concentration in Korea. The company said human application tests confirmed that it shortened the downtime period after professional skin treatments. Its dense ointment-gel formula adheres closely to areas of concern while leaving little stickiness.
EGFx is gaining word-of-mouth popularity as an “all-purpose soothing product,” as people learn that it can be used not only after professional treatments but also for everyday skin concerns. Awareness is rising rapidly, particularly among people in their 20s and 30s, many of whom are interested in care for breakouts, soothing and hydration.
Word of mouth on social media has also fueled its growth. Holi and Arang, both members of the beauty creator group Leferi, have around 440,000 and 500,000 followers, respectively, and have introduced EGFx one after another. This has translated into sales at major retail channels, including Olive Young.
The brand is also expanding into overseas markets. EGFx entered Qoo10 in Japan last June, and reviews are spreading among local influencers and consumers. Easydew plans to expand its sales channels to TikTok Shop and Amazon.com, Inc. in North America starting this month.
An Easydew representative said, “EGFx is a line that offers a new way to address the diverse skin concerns people face in everyday life, such as breakouts and irritation during seasonal changes, through the concept of ‘downtime’—not only after professional skin care. Having surpassed 5 billion won in sales just six months after launch and received a positive response at Olive Young, we will continue to set a new standard for EGF-based skin barrier care in global markets, including Japan and North America.”
 


[email protected] Reporter Jeong Myeong-jin

[email protected] Jeong Myeong-jin, Medical Correspondent Reporter