【OXO Project】Korean Pharmacy Cosmetics Brand 'EXOPROXYL' Makes Its Japanese Debut: Forbes-Awarded Brand by Johns Hopkins Graduate Launches in Omotesando

South Korea-based skincare brand 'EXOPROXYL (Exoproxyl)' will participate in the Korean wellness and beauty pop-up event 'OXO Project,' hosted by IROA Corporation.

The event will be held from Friday, August 7, 2026, to Sunday, August 9, 2026, in Omotesando, Tokyo.

EXOPROXYL is a research-driven dermocosmetic brand that received the 'Forbes 2025 Best Brand Award (Dermocosmetics Category)' just eight months after its launch. Currently available in over 110 pharmacies across South Korea, the brand aims for a full-scale market entry into Japan through its participation in the OXO Project.

Signature Product: 'CICA EXOSOmethod™' Ampoule

EXOPROXYL Gains Attention as a Korean Pharmacy Cosmetic Brand

EXOPROXYL is a South Korea-based dermocosmetic brand that continues to grow by leveraging its strength in R&D-driven product development and its proven success in the Korean pharmacy market.

In South Korea, it is recognized as a pharmacy-focused cosmetic brand, currently distributed in over 110 pharmacies. Notably, the brand expanded without a dedicated sales team, relying instead on word-of-mouth recommendations from pharmacists—a testament to its product quality.

The brand was founded by Lauren Seo (Korean name: Seo Hyun-sung), who studied Biomedical Engineering at Johns Hopkins University in the U.S. and completed a degree in Technology Management at KAIST (Korea Advanced Institute of Science and Technology).

While working in investment review at a venture capital firm, Lauren Seo was inspired to create a brand that delivers cosmetics capable of delivering essential, cell-level skincare benefits.

This philosophy is reflected in EXOPROXYL’s brand concept: 'NEXT DERMO STANDARD.'

'LAB DIRECT': Delivering Lab-Developed Ingredients to Consumers Faster

EXOPROXYL’s brand philosophy is 'LAB DIRECT.'

The brand aims to shorten the gap between R&D and commercialization by delivering cutting-edge ingredients developed in laboratories directly to consumers as quickly and affordably as possible.

Additionally, the products use a vacuum packaging system to minimize contamination risks during distribution and maintain ingredient integrity.

This dedication to R&D and quality control has earned high market recognition.

In addition to the Forbes award, EXOPROXYL has won multiple accolades from major Korean media outlets such as Dong-A Ilbo, JoongAng Ilbo, and The Korea Times, including brand awards and innovation enterprise categories.

Flagship Product: 'CICA EXOSOmethod™' Ampoule Series

The brand’s flagship series is the 'CICA EXOSOmethod™ (Cica Exosomethod)' ampoule.

It features plant-derived exosomes from centella asiatica at three concentrations: 20ppm (REAL), 50ppm (PLUS), and 100ppm (MAX), offering a customizable lineup based on skin conditions and care needs.

This signature series is widely supported across various sales channels, including pharmacies, duty-free shops, and online stores.

In addition, EXOPROXYL offers a diverse skincare line, including a tone-up ampoule infused with azulene and eringium-derived plant exosomes, an essence toner based on galactomyces fermentation, and a sun ampoule.

Expansion to the U.S. West Coast Before Entering the Japanese Market

Alongside its growth in South Korea, EXOPROXYL has steadily expanded its overseas presence.

In March 2026, the brand launched at the Edwards Air Force Base’s morale, welfare, and recreation (MWR) mall near Los Angeles, followed by a store-in-store at 'Everydaily,' a beauty and lifestyle select shop inside the Los Angeles InterContinental Hotel in May. In June, it participated in a K-BEAUTY POP UP event held at 'Jagalchi,' a large K-culture complex in Daly City, San Francisco.

Having successfully introduced the concept of 'Korean pharmacy cosmetics' in the U.S. West Coast market, EXOPROXYL has now chosen Japan as its next strategic market.

Delivering an Authentic Brand Experience to Japanese Consumers at OXO Project

The 'OXO Project,' where EXOPROXYL will participate, is an experiential pop-up event bringing together Korean wellness and beauty brands.

At the EXOPROXYL booth, visitors can experience the brand’s signature 'CICA EXOSOmethod™' series and other skincare products popular in Korean pharmacies.

Additionally, wellness classes during the event will include EXOPROXYL skincare sessions, introducing the brand’s R&D-driven story and easy-to-adopt daily skincare routines.

The venue will also feature exclusive OXO Project experiences, such as collaboration events with running communities and limited gifts for attendees. By integrating beauty, wellness, and lifestyle, the event aims to create new brand encounters.

Through the OXO Project experience, EXOPROXYL aims to convey its brand vision and product craftsmanship to Japanese consumers.

Event Overview

· Period: August 7 (Fri) – August 9 (Sun), 2026

· Location: 1F, Jingumae Court C, 4-24-3 Jingumae, Shibuya-ku, Tokyo 150-0001

· Participating Brands: OYOT, MYRÓA, diachic, nutseline, EXOPROXYL, and others

· Activities: Brand experiences, product trials, fitness classes using yoga mats, skincare sessions, Korean dessert tastings, and more

· Admission: Free

※ Some classes and events require prior reservation.

※ Participating brands will be announced sequentially.

About OXO Project

OXO Project is a project that redefines self-care experiences for people with busy lifestyles, centered on the message 'XOXO to Myself' (an expression of self-love).

It transforms the often-postponed act of 'caring for oneself' into a more sensory and positive experience, proposing new cross-sector values in wellness, beauty, and lifestyle.

Media and Partnership Inquiries

IROA Corporation OXOP. Public Relations Email: [email protected]

Wellness & Beauty Pop-up Brand 'OXO Project'

Instagram: https://instagram.com/oxoproject_offficial

Self-Operated Brand 'MYRÓA' Shop: https://myroa.net

※ For media inquiries, brand participation, or collaboration, please contact via the above email