"Innovating Hospital Skincare Devices for Home Use with 'Reziena'
Developing Home-Use HIFU Devices... Attracts Attention for No Cartridge Replacement
'Smart Mask' with Low Electric Current... Received Innovation Award at CES in Early This Year
Promoting Skincare Big Data Platform... Aiming to Succeed with Technology Rather Than Marketing"
Shin Seung-woo, CEO of Reziena, presents 'Smart Mask', a skin care product using the principle of iontophoresis (left among products on the desk) and a ‘home skin care device’ using high-intensity focused ultrasound (HIFU). The principle is being explained at the headquarters in Magok-dong, Gangseo-gu, Seoul. CEO Shin said, “I want to be remembered as a technology company that makes medical skin care devices easy to use at home.” Reporter Heo Jin-seok jameshur@donga.com
People who visit hospitals to restore skin elasticity often expect immediate results. The increase in ultrasound-based procedures in plastic surgery and dermatology is also a result of people's desires. Lifting procedures using high-intensity focused ultrasound (HIFU) are performed in most hospitals. It is known to be more suitable for improving thick wrinkles than the light-emitting diode (LED) method, as it can send energy more deeply into the skin than the light-emitting diode (LED) method. The cost is considerable. It may vary depending on the treatment area, but it often exceeds 1 million won.
Reziena (CEO Shin Seung-woo), located in the Magok Industrial Complex in Gangseo-gu, Seoul, is a startup that focuses on developing technology that allows skin care equipment to be used at home, such as making HIFU equipment used in hospitals ultra-small. CEO Shin Seung-woo (47) said, “As lifespans get longer, the number of people interested in skin aging is bound to increase,” adding, “It is less dramatic than a procedure, but we are developing technology for people who want to care for their skin at home easily.” “I’m concentrating,” he said.
●HIFU device that does not require cartridge replacement
HIFU equipment is a device that sends ultrasonic waves into the skin to provide thermal stimulation to muscle tissue at a specific depth. The principle is similar to how, when you focus light with a magnifying glass, the energy is concentrated enough to burn the paper. It mainly acts on the fibro myofascial layer (SMAS) between the subcutaneous fat and muscle layers. It uses the principle of concentrating energy into tiny dots and providing thermal stimulation to cause tissue damage and contraction, and as the tissue recovers, collagen is produced. SMAS stretches and becomes loose as we age, resulting in sagging eyebrows and cheeks.
Doctors usually operate hospital equipment and generally relieve thick wrinkles by shooting energy up to a depth of 4.5 mm. Keeping in mind that home beauty devices are handled by the general public, Reziena wanted to create a product that is safe and convenient to use at home and designed their product to shoot energy to a depth of 1.5mm and 3mm.
The biggest feature is that there is no need to replace the cartridge. The cartridge contains parts that generate ultrasonic waves. Most HIFU devices in hospitals and other home HIFU devices require replacement with an appropriate cartridge to change the depth of energy injection. Moreover, since it is a consumable item, it must be replaced at a cost of hundreds of thousands of won if it is used more than a certain number of times. CEO Shin said, “I thought home beauty devices should be easy to use, so I developed the technology over 4 to 5 years.” He added, “It is a product that can be used semi-permanently without replacing the cartridge in a skincare device using HIFU technology.” “We are the first.” The ultrasonic generation part contained in the cartridge generally generates ultrasonic waves by cutting ceramic into a concave shape, applying high voltage to it, and causing it to vibrate. CEO Shin said, “We developed a different method that does not cut the ceramic and semi-permanently increased its durability.” For ultrasonic waves to move well, distilled water is essential inside the cartridge, and by designing a structure that prevents distilled water from evaporating and developing a film, semi-permanent use was possible.
Reziena is also receiving approval from the U.S. Food and Drug Administration (FDA) to use it as a home HIFU device. CEO Shin said, “Because it emits high energy at a voltage and frequency (100–200 vo7 mHz) similar to the HIFU equipment developed for hospitals in the United States and approved by the FDA, it is expected to be approved once side effects are verified. “I’m looking forward to it,” he said. Among home-use HIFU devices, no product has yet received FDA approval.
●‘Smart Mask’ received the CES Innovation Award
CEO Shin, whom I met at the Reziena headquarters in ‘Seoul Startup Hub M+’ in the Magok Industrial Complex on the 2nd, was wary of Reziena being seen as a company that only manufactures HIFU devices. He said, “HIFU devices are just the beginning,” and showed the 'smart mask’ that is being perfected to launch early next year. It is a kind of ‘electronic mask pack.’ This product implements the iontophoresis method to supply nutrients to the skin in hospitals, skin care centers, etc., into a disposable mask pack. The principle is that a weak electric current flowing through the mask pushes the negatively charged nutrients into the skin. CEO Shin said, “After receiving the innovation award at CES, the U.S. information technology and home appliance exhibition early this year, we are collaborating with Kolmar Korea to improve the quality of the product,” and added, “Commercialization will be possible early next year.” Disposable smart masks are as thin as paper, like existing mask packs. Silver foil was made into an ultra-thin film and applied, and since electricity had to be supplied to it, paper batteries were developed and applied.
Reziena has also received technology from the Korea Institute of Science and Technology (KIST) to generate high-intensity focused ultrasound using semiconductors and is preparing for commercialization. CEO Shin said, “If commercialization is successful, it will be possible to generate ultrasonic waves without using ceramics so that the volume can be reduced even further, and controlling the depth of energy irradiation will be much simpler.”
●Samsung and LG Electronics’ research experience
CEO Shin received a master's degree in mechatronics engineering from Korea University in 2006. Afterward, he worked as a researcher at Samsung Electronics and developed medical devices in the medical device division. In the early 2010s, Samsung Electronics focused on researching and developing cutting-edge medical equipment (such as computed tomography (CT)) to advance into the hospital medical equipment business, which foreign companies almost monopolized. He focused on technology development day and night for three to four years, but the medical device business was significantly reduced, as planned. When he had been working on it, his schedule came to the point where his two-year-old child didn't recognize his father stopping by; he wrote a letter of resignation out of frustration. He received an offer after taking a break for about a month and joining LG Electronics at the end of 2014. LG Electronics was preparing to enter the medical beauty field. He joined LG Electronics and was head of the home beauty device planning and technology development department, researching ‘Pra—L’-based technology and even launching the product.
Because CEO Shin worked in the research departments of both Samsung Electronics and LG Electronics, he was able to gather like-minded juniors from both companies and start a business. However, it was not easy for him to start his own business after working for a large company. Since they earned hundreds of millions of dollars in annual salaries from large corporations, they had much to lose. In 2016, three or four people gathered at the Google Campus office on weekends to prepare to start a business. He said, ‘Still, I wasn't sure. I wanted to test my business model, so I secretly entered a startup competition while working. After going through that process, he resigned when he received about ₩500 million in government support.
Chief Technology Officer Kim Tae-gyun (CTO, 43) completed his master's degree in electronic engineering at Korea University and developed medical devices and imaging algorithms at Samsung Electronics. “We have extensive experience in medical device hardware design and control protocol standardization,” he said. Chief Marketing Officer Seongmin Lee (CMO, 37) holds a master's degree in electronic engineering from Stanford University and served as a senior researcher at Samsung Medison. She participated in the development of ultrasound imaging diagnostic equipment.
CEO Shin said, “I still receive a lot of technical and marketing advice from seniors and juniors at both companies,” and added, “My experience working at both companies is a great help.”
●“Building a skin big data platform”
Reziena plans to build a skin-related big data platform. This is because each person's skin thickness and characteristics are different, so individual skin data is important to develop and efficiently use skin care devices. While selling HIFU devices, Reziena also collects personal skin data as non-identifying information. Currently, the app provides a map of where the device will be used. Still, more precise guidance on time and frequency of use will be expected as personalized information is collected.
In Ho Chi Minh City, Vietnam, a local dealer (right) explains to a customer how to use Reziena's home HIFU device, which Reziena provided.
Reziena focuses on product development, and marketing is handled through collaboration with external parties. HIFU devices are also sold through large plastic surgery clinics in Gangnam, Seoul. In Korea, even if a startup develops a skin care device, gaining recognition in the market is demanding. In addition, it is making its name known by first entering overseas markets such as Singapore, Hong Kong, and Vietnam (the first overseas market they have entered in Vietnam). CEO Shin said, “We are benefiting from the national brand of K-beauty in overseas markets.”
https://www.donga.com/news/It/article/all/20230610/119699213/1
"Innovating Hospital Skincare Devices for Home Use with 'Reziena'
Developing Home-Use HIFU Devices... Attracts Attention for No Cartridge Replacement
'Smart Mask' with Low Electric Current... Received Innovation Award at CES in Early This Year
Promoting Skincare Big Data Platform... Aiming to Succeed with Technology Rather Than Marketing"
Shin Seung-woo, CEO of Reziena, presents 'Smart Mask', a skin care product using the principle of iontophoresis (left among products on the desk) and a ‘home skin care device’ using high-intensity focused ultrasound (HIFU). The principle is being explained at the headquarters in Magok-dong, Gangseo-gu, Seoul. CEO Shin said, “I want to be remembered as a technology company that makes medical skin care devices easy to use at home.” Reporter Heo Jin-seok jameshur@donga.com
People who visit hospitals to restore skin elasticity often expect immediate results. The increase in ultrasound-based procedures in plastic surgery and dermatology is also a result of people's desires. Lifting procedures using high-intensity focused ultrasound (HIFU) are performed in most hospitals. It is known to be more suitable for improving thick wrinkles than the light-emitting diode (LED) method, as it can send energy more deeply into the skin than the light-emitting diode (LED) method. The cost is considerable. It may vary depending on the treatment area, but it often exceeds 1 million won.
Reziena (CEO Shin Seung-woo), located in the Magok Industrial Complex in Gangseo-gu, Seoul, is a startup that focuses on developing technology that allows skin care equipment to be used at home, such as making HIFU equipment used in hospitals ultra-small. CEO Shin Seung-woo (47) said, “As lifespans get longer, the number of people interested in skin aging is bound to increase,” adding, “It is less dramatic than a procedure, but we are developing technology for people who want to care for their skin at home easily.” “I’m concentrating,” he said.
●HIFU device that does not require cartridge replacement
HIFU equipment is a device that sends ultrasonic waves into the skin to provide thermal stimulation to muscle tissue at a specific depth. The principle is similar to how, when you focus light with a magnifying glass, the energy is concentrated enough to burn the paper. It mainly acts on the fibro myofascial layer (SMAS) between the subcutaneous fat and muscle layers. It uses the principle of concentrating energy into tiny dots and providing thermal stimulation to cause tissue damage and contraction, and as the tissue recovers, collagen is produced. SMAS stretches and becomes loose as we age, resulting in sagging eyebrows and cheeks.
Doctors usually operate hospital equipment and generally relieve thick wrinkles by shooting energy up to a depth of 4.5 mm. Keeping in mind that home beauty devices are handled by the general public, Reziena wanted to create a product that is safe and convenient to use at home and designed their product to shoot energy to a depth of 1.5mm and 3mm.
The biggest feature is that there is no need to replace the cartridge. The cartridge contains parts that generate ultrasonic waves. Most HIFU devices in hospitals and other home HIFU devices require replacement with an appropriate cartridge to change the depth of energy injection. Moreover, since it is a consumable item, it must be replaced at a cost of hundreds of thousands of won if it is used more than a certain number of times. CEO Shin said, “I thought home beauty devices should be easy to use, so I developed the technology over 4 to 5 years.” He added, “It is a product that can be used semi-permanently without replacing the cartridge in a skincare device using HIFU technology.” “We are the first.” The ultrasonic generation part contained in the cartridge generally generates ultrasonic waves by cutting ceramic into a concave shape, applying high voltage to it, and causing it to vibrate. CEO Shin said, “We developed a different method that does not cut the ceramic and semi-permanently increased its durability.” For ultrasonic waves to move well, distilled water is essential inside the cartridge, and by designing a structure that prevents distilled water from evaporating and developing a film, semi-permanent use was possible.
Reziena is also receiving approval from the U.S. Food and Drug Administration (FDA) to use it as a home HIFU device. CEO Shin said, “Because it emits high energy at a voltage and frequency (100–200 vo7 mHz) similar to the HIFU equipment developed for hospitals in the United States and approved by the FDA, it is expected to be approved once side effects are verified. “I’m looking forward to it,” he said. Among home-use HIFU devices, no product has yet received FDA approval.
●‘Smart Mask’ received the CES Innovation Award
CEO Shin, whom I met at the Reziena headquarters in ‘Seoul Startup Hub M+’ in the Magok Industrial Complex on the 2nd, was wary of Reziena being seen as a company that only manufactures HIFU devices. He said, “HIFU devices are just the beginning,” and showed the 'smart mask’ that is being perfected to launch early next year. It is a kind of ‘electronic mask pack.’ This product implements the iontophoresis method to supply nutrients to the skin in hospitals, skin care centers, etc., into a disposable mask pack. The principle is that a weak electric current flowing through the mask pushes the negatively charged nutrients into the skin. CEO Shin said, “After receiving the innovation award at CES, the U.S. information technology and home appliance exhibition early this year, we are collaborating with Kolmar Korea to improve the quality of the product,” and added, “Commercialization will be possible early next year.” Disposable smart masks are as thin as paper, like existing mask packs. Silver foil was made into an ultra-thin film and applied, and since electricity had to be supplied to it, paper batteries were developed and applied.
Reziena has also received technology from the Korea Institute of Science and Technology (KIST) to generate high-intensity focused ultrasound using semiconductors and is preparing for commercialization. CEO Shin said, “If commercialization is successful, it will be possible to generate ultrasonic waves without using ceramics so that the volume can be reduced even further, and controlling the depth of energy irradiation will be much simpler.”
●Samsung and LG Electronics’ research experience
CEO Shin received a master's degree in mechatronics engineering from Korea University in 2006. Afterward, he worked as a researcher at Samsung Electronics and developed medical devices in the medical device division. In the early 2010s, Samsung Electronics focused on researching and developing cutting-edge medical equipment (such as computed tomography (CT)) to advance into the hospital medical equipment business, which foreign companies almost monopolized. He focused on technology development day and night for three to four years, but the medical device business was significantly reduced, as planned. When he had been working on it, his schedule came to the point where his two-year-old child didn't recognize his father stopping by; he wrote a letter of resignation out of frustration. He received an offer after taking a break for about a month and joining LG Electronics at the end of 2014. LG Electronics was preparing to enter the medical beauty field. He joined LG Electronics and was head of the home beauty device planning and technology development department, researching ‘Pra—L’-based technology and even launching the product.
Because CEO Shin worked in the research departments of both Samsung Electronics and LG Electronics, he was able to gather like-minded juniors from both companies and start a business. However, it was not easy for him to start his own business after working for a large company. Since they earned hundreds of millions of dollars in annual salaries from large corporations, they had much to lose. In 2016, three or four people gathered at the Google Campus office on weekends to prepare to start a business. He said, ‘Still, I wasn't sure. I wanted to test my business model, so I secretly entered a startup competition while working. After going through that process, he resigned when he received about ₩500 million in government support.
Chief Technology Officer Kim Tae-gyun (CTO, 43) completed his master's degree in electronic engineering at Korea University and developed medical devices and imaging algorithms at Samsung Electronics. “We have extensive experience in medical device hardware design and control protocol standardization,” he said. Chief Marketing Officer Seongmin Lee (CMO, 37) holds a master's degree in electronic engineering from Stanford University and served as a senior researcher at Samsung Medison. She participated in the development of ultrasound imaging diagnostic equipment.
CEO Shin said, “I still receive a lot of technical and marketing advice from seniors and juniors at both companies,” and added, “My experience working at both companies is a great help.”
●“Building a skin big data platform”
Reziena plans to build a skin-related big data platform. This is because each person's skin thickness and characteristics are different, so individual skin data is important to develop and efficiently use skin care devices. While selling HIFU devices, Reziena also collects personal skin data as non-identifying information. Currently, the app provides a map of where the device will be used. Still, more precise guidance on time and frequency of use will be expected as personalized information is collected.
In Ho Chi Minh City, Vietnam, a local dealer (right) explains to a customer how to use Reziena's home HIFU device, which Reziena provided.
Reziena focuses on product development, and marketing is handled through collaboration with external parties. HIFU devices are also sold through large plastic surgery clinics in Gangnam, Seoul. In Korea, even if a startup develops a skin care device, gaining recognition in the market is demanding. In addition, it is making its name known by first entering overseas markets such as Singapore, Hong Kong, and Vietnam (the first overseas market they have entered in Vietnam). CEO Shin said, “We are benefiting from the national brand of K-beauty in overseas markets.”
https://www.donga.com/news/It/article/all/20230610/119699213/1