The company is building a dedicated sales and medical affairs team to drive adoption of its neurotoxin and provide practices with direct clinical and commercial support.
Hugel Aesthetics announced an expansion of its US business, including the launch of a dedicated direct sales and field-based medical affairs organization for its neurotoxin, Letybo (letibotulinumtoxinA-wlbg).
The product has been the top-selling neurotoxin in South Korea for 10 years, according to a company press release. It received Food and Drug Administration approval in February 2024 and initially launched in the US in March 2025 through a strategic partnership with Benev Company. Since that time, more than 9,000 practices have integrated the treatment into their offerings.
Hugel Aesthetics is now implementing a hybrid sales approach. Benev Company will continue to service specific accounts, while Hugel’s new direct sales organization will focus on select strategic accounts to strengthen adoption in the aesthetics market.
“With over 15 years of clinical experience and 44 million treatments performed across more than 70 countries, Letybo is globally trusted, and the recent company investments reflect our long-term vision and dedication for continued expansion in the US,” says Carrie Strom, Hugel president and global CEO, in a release. “As one of the newest global aesthetics companies to enter this market, our goal is to be a partner for aesthetic healthcare professionals through scientific education, meaningful customer support, and continued innovation that helps clinicians achieve positive patient outcomes and grow their practices.”
The new sales force and medical affairs team are intended to provide aesthetic practices with direct access to industry representatives, customer support, and practice resources. The company is also increasing its investment in medical congress support and clinical research to facilitate scientific exchange and clinician education.
“I’ve been studying neurotoxins for decades, and I value that Hugel invests in crucial channels beyond the product itself to set up practices for success in making informed treatment decisions that meet the ever-evolving needs of our patients,” says Michael H. Gold, MD, FAAD, board-certified dermatologist and dermatologic surgeon, in a release. “Having access to Hugel’s knowledgeable field teams, ongoing clinical education and emerging scientific data helps keep me and my peers ahead of the curve to offer patients innovative solutions that directly impact our business growth.”
Hugel Aesthetics is also introducing K-TOX, a marketing campaign inspired by South Korean aesthetic innovation. The campaign is designed to increase awareness among consumers and providers by highlighting the product’s performance in South Korea’s competitive neuromodulator market, where more than 15 products compete for market share.
Throughout 2026, Hugel Aesthetics will focus its commercial and medical affairs teams on strategic accounts in the US, while Benev Company Inc continues to service other accounts, according to the company.
Photo caption: Letybo
Photo credit: Hugel Aesthetics
