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South Korean Beauty Moves Deeper Into Biotechnology With NAD+ Research
South Korea’s beauty industry is increasingly looking beyond traditional cosmetics and toward biotechnology, with researchers and companies exploring how advanced science can reshape everyday skin care. One recent example comes from LG Household & Health Care, which announced that research on its NAD+ delivery technology, called NAD Power24™, has been published in the scientific journal Materials Today Bio.
The study focuses on a challenge that has become central to the global skin care industry: not only finding promising ingredients, but also ensuring that those ingredients can effectively reach the skin. For consumers in the United States and other international markets, this reflects a broader shift in beauty products from simple appearance-focused marketing toward science-backed claims involving biology, cellular processes and preventive health.
NAD+ (nicotinamide adenine dinucleotide) is a molecule involved in cellular energy processes and has attracted attention in aging-related research. In recent years, it has become a popular topic among researchers studying longevity and wellness. However, using NAD+ in topical skin care products has presented technical challenges, including questions about stability and how effectively the ingredient can penetrate the skin.
LG Household & Health Care said its research aimed to address those challenges by developing a delivery system designed to improve the way NAD+ reaches the skin. The company developed the technology in collaboration with a research team led by Professor Dong Ryul Ryu of the Department of Biomedical Engineering at the Gwangju Institute of Science and Technology, a South Korean research university known as GIST.
Why Ingredient Delivery Has Become the New Battleground in Beauty
For decades, the global cosmetics market has competed through recognizable ingredients. Consumers have become familiar with terms such as retinol, vitamin C, peptides and hyaluronic acid. But the next phase of competition is increasingly focused on a more technical question: How effectively can a product deliver an ingredient where it needs to work?
This shift is especially visible in South Korea, where the K-beauty industry has built a global reputation for combining product innovation, advanced formulations and fast-moving consumer trends. Korean beauty companies have often introduced international consumers to new categories, from sheet masks to fermented ingredients and multi-step skin care routines.
The NAD Power24™ research represents a move toward a more scientific model of beauty development. Instead of focusing only on discovering a new ingredient, companies are investing in research that examines absorption, delivery mechanisms and biological effects. Industry analysts view this approach as part of a wider transformation in which beauty companies increasingly operate at the intersection of cosmetics, health science and biotechnology.
However, scientific publication does not mean every consumer will experience identical results from a product. Skin characteristics, age, lifestyle, environment and individual biology all influence how people respond to skin care products. Research findings provide important information for product development, but they do not guarantee the same outcome for every user.
Korea’s Beauty Industry and the Global Rise of Preventive Health
The growth of NAD+ research in skin care reflects a larger cultural change: consumers are increasingly interested in prevention and long-term wellness rather than only treating problems after they appear. In the United States, this trend can be seen in the growing popularity of longevity-focused health companies, wearable health technology and personalized wellness services.
South Korea has developed a similar interest in what could be described as proactive aging management. The idea is not simply about looking younger, but about maintaining overall well-being through daily habits, nutrition, exercise and skin care. This perspective has helped Korean beauty brands expand beyond traditional cosmetics into conversations about health, science and lifestyle.
The application of NAD Power24™ technology to LG Household & Health Care’s luxury beauty brand The History of Whoo, known in Korea as “The Whoo,” illustrates how major beauty companies are attempting to connect premium products with scientific research. The brand has positioned itself around advanced formulations and traditional Korean-inspired beauty concepts, appealing to consumers who view skin care as part of a broader personal wellness routine.
For international consumers, including Americans who have followed the growth of K-beauty through retailers, online platforms and social media, the development shows how Korean companies are trying to compete on research capabilities as well as branding. The industry is moving toward a model where laboratory studies and scientific partnerships become important parts of a product’s identity.
What This Means for the United States Beauty Market
The United States remains one of the world’s largest beauty and personal care markets, and Korean companies have become increasingly influential among American consumers. K-beauty products have gained visibility through online shopping, specialty retailers and social media communities where American consumers share product recommendations and skin care routines.
The NAD+ research trend could influence how American consumers evaluate future beauty products. Similar to the growth of clean beauty and dermatologist-backed products, science-based claims may become an increasingly important factor in purchasing decisions. American consumers have shown strong interest in products that combine technology, transparency and evidence-based messaging.
For U.S. beauty companies, the development highlights the growing competition from Korean firms that are investing heavily in research and development. American brands have traditionally been strong in dermatology-focused skin care and clinical testing, while Korean companies have often been recognized for rapid innovation and consumer-oriented product development. The next stage of competition may increasingly involve biotechnology, delivery systems and partnerships with academic institutions.
The relationship between the U.S. and South Korean beauty industries is also part of a broader economic connection. South Korea has become an important cultural and commercial partner for the United States through industries ranging from entertainment and technology to consumer products. The global popularity of Korean culture, often referred to as the Korean Wave or Hallyu, has helped create international awareness of Korean brands and lifestyles.
Still, the impact of NAD+ technology in American markets will depend on several factors, including consumer acceptance, regulatory considerations and whether future research continues to support specific product claims. Scientific interest alone does not determine commercial success; companies must also demonstrate value, safety and meaningful consumer benefits.
The Future of Anti-Aging Beauty May Depend on Science and Trust
The publication of LG Household & Health Care’s NAD+ delivery research represents a broader direction for the global beauty industry. The competition is no longer limited to attractive packaging, celebrity endorsements or popular ingredients. Increasingly, companies are competing through research data, technological innovation and the ability to explain complex science to everyday consumers.
For South Korea, this approach builds on the country’s reputation as a leader in beauty innovation. The next generation of K-beauty may be defined less by trends that quickly spread online and more by long-term investment in biotechnology and scientific research.
For American consumers, the development offers another example of how global beauty markets are changing. Products once considered purely cosmetic are increasingly connected to conversations about aging, wellness and personal health management. As research-driven beauty continues to expand, consumers will likely pay closer attention not only to what ingredients are included, but also to how those ingredients are developed, tested and delivered.
The NAD+ research story is ultimately part of a larger global conversation about how people approach aging. While no single ingredient represents a complete solution, advances in skin science show how beauty companies are attempting to redefine the relationship between appearance, health and technology.
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