We have a passion for discovering and sharing the latest innovations in technology and lifestyle. During a recent trip to Seoul, on July 17, 2024, Leo from Le Café Du Geek had the opportunity to interview the vice president of SMHAËL at the Made In Korea Basecamp (MIK Basecamp) created by Aving News. SMHAËL, a groundbreaking startup, is transforming the skincare industry with their revolutionary peptide, RPS.3. This natural protein, discovered by Professor Jun Kim of Korea University, promises to restore and revitalize the skin without invasive tools. Let’s dive into how SMHAËL is changing the face of skincare.
Founded in 2020, SMHAËL specializes in developing cosmetic raw materials and products based on natural material research. Their close collaboration with Professor Jun Kim from the Department of Life Sciences at Korea University led to the discovery of RPS.3, a functional peptide with remarkable skin-repairing properties. Vice President Dong-beom Seo explains, "We developed a peptide that truly helps repair damaged skin." SMHAËL's mission is to enable everyone to maintain healthy, radiant skin, even ten years into the future, through their innovative products.
SMHAËL's unique approach combines cutting-edge scientific advancements with the sustainable and responsible use of natural resources. Their rigorous testing ensures the effectiveness and safety of their products. This philosophy has earned them a place in the International Cosmetic Ingredients (ICID), enhancing their credibility and opening doors to international markets.
At the heart of SMHAËL’s innovation is RPS.3, a functional peptide discovered by Professor Jun Kim during cancer treatment research. RPS.3 is hydrophobic, meaning it has an affinity for skin lipids, allowing it to penetrate deep into the dermis without the need for microneedles (MTS). This property enables RPS.3 to target deeper skin layers, delivering its benefits effectively.
RPS.3 performs three main functions that make it a revolutionary skincare ingredient. First, it repairs damaged skin cells. Our skin is constantly exposed to environmental aggressors like UV rays, pollution, and stress, which damage skin cells. RPS.3 helps restore these cells, enhancing overall skin health.
Second, RPS.3 reduces inflammation. Chronic inflammation can lead to persistent skin issues such as acne and rosacea. By calming and soothing the skin, RPS.3 makes it more resilient and less prone to irritation.
Finally, RPS.3 promotes cell regeneration. By boosting collagen production and activating mRNA, this peptide helps maintain the skin’s elasticity and firmness. Collagen is a crucial protein that provides structure and volume to the skin. By stimulating collagen production, RPS.3 helps prevent and reduce signs of aging, such as wrinkles and loss of firmness.
Another notable advantage of RPS.3 is that it is formulated without synthetic pigments, using only natural extracts for color. This approach not only makes the products safer for the skin but also more environmentally friendly. Thanks to its hydrophobic nature, RPS.3 penetrates the skin effectively, providing visible and lasting results.
SMHAËL's products are free from synthetic pigments, using only natural extracts for color. Each product is designed to cater to specific skin types and conditions, with the RPS.3 peptide at their core. The product line includes four main ampoules: yellow, green, red, and white. The yellow ampoule is universal and suitable for everyone, regardless of skin condition. The green ampoule is recommended for morning use, preparing the skin for daily aggressions. The red ampoule is ideal for evening use, aiding skin regeneration overnight and addressing hormonal issues. Lastly, the white ampoule is designed specifically for repairing damaged skin. Dong-beom Seoexplains, "The white ampoule is the base, and you can add the red, green, or yellow ampoules to customize it according to your specific needs."
This personalized approach allows users to mix and match ampoules based on their individual needs, optimizing skincare results. For instance, someone with UV-damaged skin could use the white ampoule in the morning with the green ampoule and in the evening with the red ampoule for comprehensive repair and revitalization.
In addition to their current product line, SMHAËL is actively developing new products and technologies. They are working on a sunscreen and Botox alternatives to expand their offerings and address new market needs. Dong-beom Seo shares his excitement: "We are thrilled about our future products, including the sunscreen and Botox alternatives. These innovations will enable us to provide even more comprehensive and effective skincare solutions."
Currently, SMHAËL's products are available in Korea and are very popular in Vietnam and China, where they have already obtained the necessary approvals. They plan to launch their products in the United States in November 2024 and are actively seeking partners and distributors to expand their international presence. "We have met with potential buyers in France and are eager to develop our distribution network," says Dong-beom Seo. This international expansion highlights SMHAËL's commitment to bringing their innovative skincare solutions to a global audience.
Leo: What inspired the creation of SMHAËL?
Dong-beom Seo: Professor Jun Kim, during his cancer treatment research, discovered the peptide RPS.3. Seeing its benefits for the skin, we decided to develop products focused on skin repair.
Leo: What are the biggest challenges you've faced?
Dong-beom Seo: Obtaining government approvals was a major challenge. Additionally, each country has different skin types, which requires product adaptation.
Leo: What future products do you have in the pipeline?
Dong-beom Seo: We are currently developing sunscreen products and Botox alternatives. These innovations will allow us to offer more comprehensive and effective skincare solutions.
Leo: Are your products already on the market?
Dong-beom Seo: Yes, our products are available in Korea and are very popular in Vietnam and China, where we have obtained the necessary approvals. We plan to launch our products in the United States in November 2024 and are actively seeking partners and distributors for other international markets.
Leo: What strategies is SMHAËL using to grow internationally?
Dong-beom Seo: We have met with potential buyers in France and are eager to develop our distribution network. Our goal is to supply our ingredients to French cosmetic brands and establish ourselves in global markets.
Leo: How do you see the cosmetic industry evolving in the next five years?
Dong-beom Seo: We believe the industry will continue to grow with new technologies like AI and VR for personalized skincare. We aim to use our technology to offer products tailored to local specificities, allowing everyone to live beautifully and healthily.
Leo: What is the most valuable lesson you’ve learned in your entrepreneurial journey?
Dong-beom Seo: The most valuable lesson has been understanding the importance of visiting our partners abroad and seeing local consumer reactions. This helps us tailor our products to meet specific market needs and ensure their success.
SMHAËL is positioning itself as a key player in cosmetic innovation with its advanced research and natural products. By combining scientific discoveries with cutting-edge technology, the company offers effective and skin-friendly solutions. With growth prospects and a commitment to quality, SMHAËL is poised to transform the skincare industry.
