E-commerce expansion: South Korean supplement firm Yuhan Care sets sights on China, South East Asia

Yuhan Care is a part of Yuhan Corp – a firm with roots in the pharmaceutical industry. More recently, it has branched into consumer health with presence in the supplements, food, and cosmetics space.

Its business cuts across the B2B, D2C, and its B2C health and lifestyle brand New Origin – which started in 2018 and its portfolio consists of red ginseng, deer velvet, vitamin C and D products.  

Exhibiting at Vitafoods Asia held in Bangkok in last October, the firm told NutraIngredients-Asia, ​that it would be focusing on China and South East Asia for its overseas business expansion via cross-border e-commerce.

China is seen as one of the key overseas target markets partly due to its proximity to South Korea. In addition, the company has already opened a Tmall flagship store for the China market, Hyunji Cho, global business development team manager told us. 

One of the firm’s specialities is in women’s health.

A top-selling item is Inner Flora, which contains UREX – a combination of patented probiotic strains Lactobacillus rhamnosus ​GR-1 and Lactobacillus reuteri ​RC-14.

It is a Health Functional Food for women's reproductive system health, such as addressing urinary tract infection and premenstrual syndrome. 

“Vaginal health has been a taboo topic in South Korea and the firm’s product is considered the pioneer of this category," ​said Cho. 

Aside from vaginal health, the firm has also developed products for women going through menopause.

Known as Estrition, the product contains Baeksuo complex, which is a mixture of Cynanchum wilfordii, Phlomis umbrosa ​and Angelica gigas​ extracts.

The supplementation of the complex for 12 weeks has been shown to reduce 10 menopause related symptoms. Based on the Cooperman Index, symptoms such as hot flushes, insomnia, dizziness, fatigue, and vaginal dryness have improved following the supplementation. 

On the other hand, the company has been conducting research on its natural and proprietary ingredients. 

"Yuhan Care will search for various overseas partnerships for finished products, OEM, and ODM business with Yuhan Care's exclusive natural and proprietary ingredients,"​ said Cho.