The brand is looking to leverage the success of its signature patch beyond acne care.
founder set out in 2017 to make hydrocolloid pimple patches mainstream in the U.S. after trying them while living in South Korea, she hadn’t yet decided just how far into the skin care category she wanted to go.
In the year since Hero’s acquisition, the brand has expanded outside of the U.S. for the first time, launching in Canada, Australia, the U.K. and its first French pharmacy — Pharmacie du Palais Royal in Paris. “Our strategy is focusing on patch products as an acquisition engine, then we can cross-sell and help consumers create that Hero regimen,” Rhyu said.
After debuting a retinol and an eye cream this year, Hero will enter the balm category for the first time in 2024 with two stock keeping units. “One will be more cleansing oriented and the other, more moisturizing oriented,” said Rhyu, who did not specify sales expectations for the launches but in 2022 reported the brand was on track to do $140 million in sales, up from $100 million the previous year.
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