The Launch of EXOPROXYL: A Korean Skincare Brand Debuts in Japan at OXO Project

EXOPROXYL: Revolutionizing Skincare in Japan

Korean skincare brand EXOPROXYL is making its highly anticipated debut in Japan, taking part in the OXO Project, a pop-up event celebrating wellness and beauty. This event is organized by IROA and will take place from August 7 to August 9, 2026, in the trendy district of Omotesando, Tokyo.

Founded by Lauren Seo, who holds degrees from John Hopkins University and KAIST, EXOPROXYL is a research-driven brand that stands out for its innovative approach to skincare. Just eight months after its launch, the brand received the prestigious Forbes 2025 Best Brand Award in the dermatocosmetics category, an accolade already making waves in both Korea and abroad. With over 110 stores featuring its products in pharmacies across South Korea, EXOPROXYL aims to broaden its presence in the Japanese market through this event.

Korean Pharmacy Skincare on the Rise

EXOPROXYL has made significant strides thanks to its focus on research and development, as well as its established reputation in the Korean pharmacy market. What sets EXOPROXYL apart is its grassroots growth, which has mainly occurred through word-of-mouth from pharmacists who recognize the quality of its products. This reflects the high regard the brand has amongst consumers, indicating a trust that extends beyond mere marketing.

The Vision Behind the Brand

Lauren Seo's vision for EXOPROXYL centers around delivering genuinely effective skincare solutions that reach consumers at the cellular level. She founded the brand with the mission of making “NEXT DERMO STANDARD” synonymous with exceptional dermocosmetic products. Her background in biomedical engineering and venture capital uniquely positions her to bridge the gap between scientific research and practical skincare application.

LAB DIRECT Philosophy

At the heart of EXOPROXYL's philosophy is “LAB DIRECT,” which emphasizes quick delivery of cutting-edge ingredients from the lab to consumers at fair prices. This commitment not only reduces the distance between R&D and market but also ensures the integrity of the product via advanced vacuum packaging systems. This approach minimizes contamination risks during distribution, maintaining the quality that consumers expect. The brand’s dedication to innovation and quality has garnered attention from major media outlets, leading to several awards in innovation and brand excellence in Korea.

Signature Products: CICA EXOSOmethod™ Ampoules

EXOPROXYL’s flagship product line is the CICA EXOSOmethod™ ampoule series, derived from the medicinal plant Centella Asiatica. Available in three distinctive potencies—20ppm (REAL), 50ppm (PLUS), and 100ppm (MAX)—these ampoules cater to varying skin needs, making them popular among consumers in pharmacies and online stores alike. Additionally, the brand offers diverse skincare options, including tone-up ampoules featuring azulene and eryngium, a fermentation essence toner, as well as sun ampoules, diversifying its range.

Expansion Beyond Korea

After establishing a strong foothold in South Korea, EXOPROXYL has ambitiously expanded to international markets. In March 2026, the brand debuted at a wellness mall on Edwards Air Force Base near Los Angeles, followed by partnerships with beauty select shops in the InterContinental Hotel and participation in K-BEAUTY POP UP events. The brand’s successful penetration of the U.S. market has paved the way for its entry into Japan as an emerging category of Korean pharmacy cosmetics.

Experiencing EXOPROXYL at OXO Project

The OXO Project is not just a marketplace; it’s a sensory journey designed to redefine self-care in modern life, encapsulated in the slogan “XOXO to Myself.” The event aims to offer attendees immersive experiences where they can connect deeply with various wellness and beauty brands, including EXOPROXYL. The brand will showcase its CICA EXOSOmethod™ series, while also hosting skincare sessions to impart knowledge about integrating these products into daily routines.

There’s more to look forward to than just product sampling; the event includes unique collaborations with running communities, wellness classes, and exclusive gifts for participants, blending beauty and lifestyle in one enlightening experience.

Event Details

- Dates: August 7 - August 9, 2026
- Location: Jingumae Court C 1F, 4-24-3, Jingumae, Shibuya, Tokyo 150-0001
- Participating Brands: OYOT, MYRÓA, diachic, nutseline, and EXOPROXYL
- Activities: Brand experiences, product touch-ups, yoga classes, skincare sessions, trials of Korean desserts, and more
- Entry: Free (some classes may require reservations)

EXOPROXYL is thrilled to introduce Japanese consumers to its brand philosophy and commitment to quality skincare through this extraordinary event at OXO Project.