From LABOCELL to Cellvision, transforming women's lives with science and technology.
– 10 billion won in sales in just 3 years since founding… 20 billion won in sales this year is the goal.
– Reaching the top 5% of new Amazon brands
– Donated 100 million won to Cambodia… A company pursuing both technology and social value.
Founded by four female scientists from KAIST, 'INERTIA' revolutionized the femtech market with organic cotton sanitary pads that replaced microplastics with plant-based ingredients using the world's first natural absorbent technology 'LABOCELL'. With the launch of the focused ultrasound beauty device 'Cellvision' at the end of last year, it is evolving into a comprehensive healthcare startup leading the 'next K-beauty' beyond sanitary pads.
Since its founding in 2021, Inertia has been experiencing steady growth. Since launching its first product in July 2022, just one year after its founding, the company has experienced rapid growth. It achieved sales of KRW 250 million in 2022, KRW 2.5 billion in 2023, and KRW 10 billion last year. This year, it aims to at least double its sales to KRW 20 billion. Notably, sales have continued to grow for over two years since its last round of funding in 2023, without any external investment. Inertia aims to achieve KRW 100 billion in sales within the next ten years.
Since its inception, INERTIA has prioritized customer convenience and satisfaction by adopting a company-mall-centered operational strategy. Its key characteristic is its proactive approach to incorporating customer feedback into product development and new product line planning. Through a variety of services, including subscription services, customized delivery options, and exclusive discounts for its own online store, INERTIA has expanded its brand fanbase and fostered customer loyalty. Recently, the company has rapidly expanded its distribution channels, starting with offline stores at Olive Young and launching products on major domestic online commerce platforms like Coupang and Gmarket.
In particular, since launching sales on Amazon in January of this year, the brand has achieved remarkable results. According to Amazon's internal data, "INERTIA" received excellent reviews, ranking in the top 5% of all brands launched this year. Furthermore, with growing global interest in K-beauty, the brand is actively expanding overseas, focusing on Southeast Asia.
We met with CEO Hyoyi Kim at the INERTIA office in Gangnam-gu, Seoul, and heard about INERTIA's growth story and future vision.
Following sanitary pads, beauty device development is underway, leading the way for the next K-beauty revolution.
How did 'INERTIA' start with sanitary pads and expand into the beauty sector?
"INERTIA's customers are sanitary pad users. The needs of those who use INERTIA sanitary pads aren't simply about 'good menstrual hygiene.' We discovered that they have a fundamental need: 'I want to be a little more beautiful and healthy.' That's why we expanded into the beauty sector."
At a time when brand awareness and sales were growing through sanitary pad sales, venturing into a new field felt like a risk. Inertia believed that their mission was to use science and technology to address women's desire for more beauty and health. After a year and a half of research, they developed the beauty device "Cellvision."
Cellvision is a home care device that utilizes focused ultrasound technology to focus ultrasound on a single point using the principle of a convex lens, selectively applying micro-stimulation only to the dermis layer without stimulating the skin surface, thereby promoting the regeneration of new skin tissue.
Cellvision's key differentiator is its integration of various dermatological procedures into a single device. Previously, individual treatments like Ulthera, Thermage, Skin Booster, and sebum management were required, with package costs ranging from 2-3 million won to 10 million won. In contrast, Cellvision offers all these features for around 1 million won, yet unlike existing products, it's designed for lifelong use. Its sustainability is further enhanced by minimizing consumables and providing thorough after-sales service.
The market response to Cellvision has been explosive. It immediately hit 1 billion won in sales in its first month of release late last year, and has maintained monthly sales of around 1 billion won to this day. Its popularity was so great that it was only available for a limited time, for two months, due to inventory shortages.
Currently, it is strategically located only in SSG Shinsegae and Shilla Duty Free, but it attracted attention this year by beating out Dyson and ranking high in the electronics category at Shilla Duty Free during the holiday season.
The ultimate goal of 'INERTIA', a company that develops sanitary pads and beauty devices, is to lead the 'next K-beauty'.
According to CEO Kim, while existing "K-beauty" focused on unique formulations and eye-catching cosmetics, "Next K-beauty" encompasses inner beauty, beauty devices, and even women-specific products like sanitary pads, extending beyond cosmetics. The key is to focus on actual efficacy and effectiveness, rather than visual impact.
Natural absorbent technology, "LABOCELL," recognized by consumers and research institutes for its technological prowess.
INERTIA's core competitive edge lies in its proprietary natural absorbent technology, LABOCELL. While studying medical AI at KAIST, the founders began their research with the goal of using science to bring tangible changes to everyday life. To revolutionize sanitary pads, which come into direct contact with women's bodies, they focused on developing a natural absorbent that exhibits the same absorbency as microplastics, while excluding harmful chemicals.
"LABOCELL" was developed based on the idea behind operating room hemostatic materials. It is an eco-friendly material made from 100% natural cellulose. Rather than simply absorbing the material, it works by clotting menstrual blood. This approach addresses the environmental issues associated with microplastics while offering performance advantages over existing products.
The technological development process wasn't smooth. While the "LABOCELL" material is significantly more expensive than microplastic absorbents, "INERTIA" was developed with the confidence that, as a product that comes into direct contact with the body, using materials closer to nature would appeal to value-conscious consumers.
'INERTIA' was selected as one of the '100 Materials, Components, and Equipment Startups' by the Ministry of SMEs and Startups in 2021 in recognition of its technological prowess and innovation for 'LABOCELL'. In addition, as a dermatological research institute established in Germany in 1978, it has been recognized for its deodorizing effect as well as its safety and clinical completion certification from Dermatest® GmbH, a globally recognized authority in Germany, and has also obtained US FDA certification and OCS international organic certification for all sanitary pads.
"We can't help but use a lot of sanitary pads. The amount of microplastics a woman uses during one menstrual cycle is equivalent to more than 40 plastic straws."
Inertia has also been recognized for its efforts to reduce its carbon footprint by utilizing natural materials and renewable resources. In 2022, it was recognized as an outstanding green startup company and received a commendation from the Korea Environmental Industry & Technology Institute. It also received the OK Biobased certification from TUV Austria, a European environmental certification body. In 2024, it was named a 20th-anniversary champion of the U.S. Department of Agriculture's BioPreferred program.
Currently, "INERTIA" operates two sanitary pad lines, "The Prism" and "The Perfection," and is rapidly increasing its brand awareness. This growth is evidenced by increased online and offline sales and brand searches. As the brand gains recognition as a femtech brand founded by female scientists at KAIST, consumers are increasingly recognizing that they can trust and purchase "INERTIA" products with confidence.
'INERTIA' plans to expand into various fields such as adult pads, smart farm badges, and cosmetic puffs by utilizing 'LABOCELL', an eco-friendly, biodegradable, high-performance absorbent.
Why I Donated 100 Million Won in Sanitary Pads to Cambodia
Recently, 'INERTIA' became a hot topic by donating 100 million won worth of sanitary pads to Cambodia.
"I heard stories from Cambodia through Green Umbrella. I was shocked to hear that Cambodian schoolgirls are confined during their periods. This is because menstruation itself is perceived as unclean. I even heard that in many places, women's and men's restrooms aren't separated, and the perception of femininity is closed off."
CEO Kim opened up about his honest feelings. "I was very interested in NGOs when I was young. But now, I think I was only thinking about 'how to sell well.' It's a large donation compared to last year's net profit, but I want to continue giving like this."
CEO Kim emphasized that further developing and commercializing femtech technologies is itself an example of ESG management.
"As a femtech company, I believe this is our calling. I believe that technology for women is still not widely available. 'INERTIA' stands firm, never losing sight of our motto: 'Adding technology to women's lives.'"
CEO Kim emphasized that he would continue to uphold this principle in the future.
"Going forward, I want to drive change by creating products that apply science and technology to areas of women's lives that need improvement. Ultimately, my goal is to become a global femtech company.
With strong performance at Olive Young and continued global interest in K-beauty, Inertia is expanding into Southeast Asia. Currently, the brand has operations in Singapore, Malaysia, and Cambodia, while in Europe, it has expanded to Austria, focusing on Germany. It has also entered the Middle East, and is currently operating on every continent.
Co-founders who have been together for 4 years
One of the unique aspects of 'INERTIA' is that all four co-founders are still together, even after four years of operation. Statistically, it's rare for co-founders to stay together for so long, so what's their secret?
"We're from the same club and served as KAIST ambassadors together. Like typical engineering students, we prioritize team efficiency."
Currently, CEO Hyoyi Kim is in charge of the company, Team Leader Jihye Park is in charge of operations, Team Leader Seungmin Lee is in charge of products and technology, and Team Leader Eunbi Ko is in charge of external affairs such as PR and overseas marketing.
"I think the secret to our longevity and growth is that each co-founder doesn't limit their role. In an early-stage startup, the scope of each person's role is incredibly broad. I think if we start drawing the line and saying, 'This isn't my job,' it's going to be difficult for the company to grow."
The way they resolve conflicts of opinion is also unique.
"Everyone may have different opinions, but if someone believes a particular idea is better suited to the company's growth, we fully support it. Sometimes, they may be wrong, but in that case, we have a culture where the person making the argument takes responsibility."
"Will consumers understand?" Innovation driven by endless fear
At the end of the interview, CEO Kim confessed his honest feelings. He said he still feels fear every time he launches a product.
"Ever since we first started our business, I've always been afraid, wondering, 'Do we really need to make this kind of product?' and 'Will consumers recognize us?' It's the same now, with every new product we release. It's a constant worry, not only because of the R&D and other costs, but also because of the significant time and effort invested."
But what keeps these fears in check is the reaction of consumers.
"We're grateful that there are consumers who trust and respond to us. At the same time, we feel a sense of guilt that, despite these consumers, we haven't yet developed products that address these issues."
This mindset is what drives ‘INERTIA’ to continuously create innovative products.
“So, I want to become a company that can continue to produce many products like this in the future.”
I could see why 'INERTIA' is a femtech company attracting attention. Beyond simply improving existing products, their approach to solving fundamental problems through science and technology, coupled with their commitment to expanding into the global market, stands out. This also seems to stem from their consideration and appreciation for their consumers.
Above all, the sincerity of those who simultaneously harbor fear for consumers and a sense of obligation to create better products is perhaps the greatest asset of 'INERTIA'.
The fact that the four co-founders have been together for four years and that they have maintained healthy growth without external investment demonstrates the robust business model of "INERTIA." Starting with sanitary pads, the company is expected to expand into beauty devices and the broader women's healthcare sector.
INERTIA's motto, "Adding science and technology to women's lives," is not just a slogan; it's proven through tangible products and services. Every activity embodies this philosophy: replacing microplastics with natural materials, enabling dermatological procedures at home, and even supporting menstrual education for Cambodian women.
With this year's sales target of 20 billion won, attention is focused on whether 'INERTIA' can truly leap forward as a global femtech leader.
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