Medytox is set to shake up the aesthetic medicine industry with the launch of "Nuviju," a new treatment for submental (under-chin) fat, at the end of this month. Reaching the market just seven months after receiving regulatory approval, Nuviju enters a competitive landscape currently led by Daewoong Pharmaceutical’s "V-OLET" and LG Chem’s "Bellacholine." With the official rollout scheduled for March 30, a fierce three-way battle for market share is expected to begin next month.
A Shifting Competitive Landscape
The domestic market for double-chin reduction is estimated at approximately KRW 30 billion. Since the withdrawal of AbbVie’s "Belkyra" (deoxycholic acid) in 2020, Daewoong’s V-OLET has effectively held a monopoly, surpassing KRW 10 billion in cumulative sales by 2023. However, the entry of LG’s Bellacholine in early 2024, followed by a wave of new competitors such as Humedix’s "Olifit" and Chong Kun Dang’s "Wonder V," has transformed the sector into a crowded field of seven major products.
Industry insiders estimate that V-OLET currently commands 40%–45% of the market, while the remaining share is split among Bellacholine and off-label "cocktail" injections. These off-label mixtures, often prepared by doctors using varying ratios of steroids and deoxycholic acid (DCA), carry risks of non-uniformity and contamination—issues that standardized new drugs like Nuviju aim to resolve.
Nuviju’s Edge: Less Pain, Faster Recovery
Medytox is betting on Nuviju’s unique formulation to differentiate it from the dominant DCA-based products. While both DCA and cholic acid are bile acids that dissolve fat, Medytox has optimized Nuviju to match the human body's natural acidity (pH 7.4).
According to the company, this pH-balanced design significantly minimizes the injection-site pain that typically lasts a week with existing treatments, potentially shortening the recovery period to just a few days. Furthermore, Nuviju is formulated without chemical excipients like benzyl alcohol or benzethonium chloride, reducing the likelihood of skin irritation, bruising, and swelling.
Superior Efficacy in Clinical Trials
In Phase 3 clinical trials involving 240 participants, Nuviju demonstrated fat-dissolving efficacy that surpassed traditional DCA formulations. Using a five-grade scale to evaluate the submental fat layer, 88.6% of the Nuviju group showed an improvement of Grade 1 or higher, with 46.7% achieving Grade 2 or higher. In comparison, V-OLET’s Phase 3 data reported 71% for Grade 1 and 23% for Grade 2 improvements.
"We will leverage our extensive sales network and marketing expertise in the aesthetics industry to reorganize the market," a Medytox official stated. "Nuviju’s superior quality will be the key differentiator."
The Race for New Indications
As competition intensifies, both Medytox and Daewoong Pharmaceutical are looking beyond the chin. Daewoong has noted that V-OLET is already being used off-label to treat fat deposits in the upper arms, knees, and "banana rolls" (the area beneath the buttocks). While not yet in official clinical trials for these areas, the company is gathering data to support future expansion.
Medytox is following a similar trajectory. "We are closely monitoring Nuviju’s effectiveness in breaking down fat in various body parts," the Medytox official added. "As we establish its presence for double-chin treatment, we will simultaneously prepare to expand into additional indications to ensure we lead the market."
