Banobagi Medical Group, a renowned Korean derma brand, continues to see significant growth in Southeast Asia. The group has garnered immense popularity in the region, establishing a strong presence with local clinics and offices in Thailand and Indonesia. Banobagi’s commitment to providing high-quality skincare solutions tailored to the specific needs of Southeast Asian consumers has resulted in a wealth of clinical data gathered from patients in the region. Banobagi Cosmetics, a subsidiary of Banobagi Medical Group, has cemented its position as a leading K-derma brand through the consistent success of its derma-cosmetic products.
The brand has earned the trust of Southeast Asian consumers, particularly due to the expertise of its CEO, Dr. Ban Jae-yong, a renowned dermatologist. Dr. Ban Jae-yong, who also serves as the chief medical director of Banobagi Dermatology Clinic, has gained international recognition for his contributions to the field. He is actively involved in “Global Doctor Training” initiatives with dermatologists from Malaysia and Singapore, further enhancing the brand’s international profile. Dr. Ban’s leadership extends to all aspects of the company, from product planning and research to marketing and promotional activities, including offline brand events and TV commercials.
Banobagi’s best-selling product, the “Vita-Genic Jelly Mask,” has achieved a remarkable milestone, surpassing 66.5 million units sold as of July 2024. This mask, featuring a high-concentration vitamin-infused jelly essence and a gentle cotton sheet, has become a flagship product for Banobagi, exceeding 10 million units sold annually since surpassing 20 million units sold in 2021. The product has also received the Watsons Award in Thailand for five consecutive years.
Another notable product is the “Injection Mask,” which has gained significant interest from consumers seeking professional skincare solutions from the comfort of their homes. The mask is infused with key ingredients commonly used in popular dermatological treatments such as whitening injections, baby face injections, Cinderella injections, and water glow injections. It is available in various sheet types and weights to cater to different skin types and concerns.
In 2024, Banobagi has amplified its promotional efforts by nominating TEN, a member of the popular K-pop group NCT, as its Asian brand ambassador, which generated over 1 million tweets on X (formerly Twitter) within a day of the announcement. On July 6th, the brand hosted a successful “GLOW WITH TEN” concert in Bangkok, further solidifying its presence in the region.
“Banobagi is continuously striving to develop products that address diverse skin concerns,” said Dr. Ban Jae-yong. He also said, “The company’s plans to expand its marketing efforts into regions with high growth potential, such as Malaysia, alongside its already established markets in Thailand and Vietnam.”
Banobagi presents a premium range of facial masks at Watsons Malaysia, crafted to cater to diverse skin needs. On October 14th, Watsons Malaysia ambassador and renowned celebrities Ayda Jebat and Nabil Mahir visited Banobagi headquarters for an exclusive firsthand experience of the brand’s cutting-edge skincare treatments and best-selling products—the Jelly Mask and Injection Mask ranges.
The Vita Genic Jelly Mask series offers four targeted formulas: Hydrating, Pore Tightening, Lifting, and Whitening. Meanwhile, the Injection Mask series features White Jade, Baby Face, Water Glow, and Anti-Oxidant variants, designed to deliver deep nourishment and revitalization. Since September 2024, both ranges have been available exclusively at over 300 Watsons Malaysia stores. A new premium derma sheet mask from BANOBAGI, Derma Expert Mask, will be launched in Watsons Malaysia by June 2025. Make sure to follow Watsons Malaysia and Banobagi Malaysia on social media to stay updated on the latest launches.
Don’t miss out—get yours today at Watsons!
