hy to Launch Skin Probiotics Cosmetics Brand Iocell
hy—formerly known as Korea Yakult—is preparing to launch a new brand named “iocell” featuring skin probiotics, with the expansion building upon the company’s microbial strain and fermentation technologies.
Key Clinical and Corporate Takeaways:
- hy filed a trademark application for “iocell” on July 20, 2026, targeting functional skincare, makeup, scalp care, and body cleansers.
- The company previously filed trademarks for “BIOLIV” and “BIOLIV HY9012” in June 2026 for oral care and dental hygiene products.
- hy developed a new cosmetic raw material named “HY7714 Corebioderm” in July 2026, derived from its proprietary probiotic strains to support skin health applications.
Trademark Filings Signal Entry into H&B Sector
According to the Korea Intellectual Property Rights Information Service (KIPRIS), hy submitted an application for the “iocell” trademark on July 20, 2026. The filing designates a wide array of beauty and personal care goods, including functional skin care preparations, makeup, hair and scalp treatments, body wash, sunblock, facial cleansers, and fragrances. This follows an earlier filing on June 23, 2026, for “BIOLIV” and “BIOLIV HY9012,” which cover oral hygiene items such as dental care cosmetics, mouth sprays, and toothbrushes.
These filings reflect a strategic push by hy to broaden the commercial applications of its proprietary microbial strains beyond dietary supplements and functional foods. An hy official stated that the company is preparing to launch the “iocell” brand—which incorporates skin probiotic fermentation products—during the second half of 2026.
Integration of Proprietary Probiotic Strains in Topical Formulations
The core of hy’s new product development centers on adapting proprietary bacterial strains for external use. In July 2026, the company formulated “HY7714 Corebioderm,” a novel cosmetic raw material utilizing the HY7714 strain. This initiative marks a structural shift in how the company uses its research and development in fermentation technology.
The company already applies these innovations within its existing product lines. Through its online marketplace, “hy Fredit,” the company distributes BIOLIV HY9012 toothpaste, which contains the company’s patented hy9012 lactic acid bacterium fermentation broth. The platform’s beauty catalog also features items such as the “Haru Vegetable Moisture Recharge Mask Pack.”
Brand Promotion and Market Positioning
To support the rollout of its expanded beauty portfolio, hy scheduled its first-wave beauty supporters program to run from October 12 through November 15, 2026. Participants will promote the company’s cosmetic offerings across social media platforms to help build brand awareness ahead of the official market entry.
Despite these internal product developments, the beauty category on hy Fredit currently remains heavily populated by external brands. Out of 75 total beauty products listed on the platform, the majority are supplied by outside manufacturers, including Dongkook Pharmaceutical, Oral-B, Aromatica, and Kim Jeong Moon Aloe. The introduction of iocell represents an effort to increase the proportion of proprietary brands within the company’s direct-to-consumer distribution channel.
Disclaimer: The information provided in this article is for educational and scientific communication purposes only and does not constitute medical advice. Always consult with a qualified healthcare provider regarding any medical condition, diagnosis, or treatment plan.