Hanmi Science is stepping up its consumer-facing beauty push, bringing its derma cosmetics brand ADESII front and center.
The company announced Sept. 3 that it held ADESII’s second offline campaign, "FIND YOUR PEARL," for three days from Aug. 21 to 23 at the Musinsa Mega Store and along the Yeonmujang-gil area in Seongdong-gu, Seoul.
At the event, visitors experienced the brand’s flagship "Black Pearl PDRN Neo Serum" and newly launched "Berry Pearl Bakuchiol Neo Cream" firsthand. The company showcased the products' signature pearl textures in black and purple, respectively, while running on-site promotional events offering full-sized products and trial kits.
Expanding B2C Strategy and Product Lineup
Hanmi Science introduced ADESII in May as part of its strategic expansion into consumer health. Last December, Hanmi Group unveiled its mid- to long-term business strategy, outlining plans for Hanmi Science to broaden its business-to-consumer (B2C) portfolio across beauty care, functional care foods, and health supplements.
ADESII initiated sales in May alongside the launch of its official online store. The brand held its first offline pop-up in Seongsu-dong from May 27 to June 1, attracting approximately 1,800 visitors, according to company figures. The recent August campaign marked its second offline activation in the Seongsu-dong district.
The brand is also expanding its product lineup. Following the debut of the "Black Pearl PDRN Neo Serum," ADESII added the "Berry Pearl Bakuchiol Neo Cream" in August. The new formulation incorporates bakuchiol, elderberry extract, and NMN (nicotinamide mononucleotide).
Proprietary Ingredients and Future Pipeline
ADESII defines its core brand values as Advanced (advanced technology), Derma (skin science), and Science (efficacy and clinical testing).
Central to the product line is Hanmi Science’s proprietary complex ingredient, "H-EGTI." H-EGTI combines ergothioneine (EGT), a natural amino acid with antioxidant properties, with Resistress, a plant-derived flavonoid ingredient. According to the company, the formulation is engineered to strengthen skin resilience against external irritation and oxidative stress.
Looking ahead, Hanmi Science plans to roll out follow-up products targeting brightening, wrinkle care, and skin lifting, while expanding its distribution across both online and offline channels.
"We planned this event so consumers could naturally discover ADESII and experience the brand’s values in Seongsu-dong, a hub where beauty and lifestyle trends converge," an ADESII official said. "We will continue to steadily expand ADESII’s distinctive brand experience through a variety of online and offline activities that allow us to engage directly with consumers."
