Hugel’s PDO suture brand Licellvi gets marketing authorization in Brazil

Hugel, a total medical aesthetics company, said Tuesday that its polydioxanone (PDO) suture brand Licellvi (domestic product name: Blue Rose Forte) has received a product license from the Brazilian National Agency for Food and Drug Surveillance (ANVISA).

Licellvi is a PDO suture brand of JWorld, a suture manufacturing subsidiary of Hugel, which has applied a differentiated non-thermal processing method to compensate for the shortcomings of existing PDO sutures that are weak to heat and maximize their strengths, the company said.

With the approval of Licellvi, following the previous landing of botulinum toxin product Letybo (Botulax in Korea) in Brazail, Hugel has firmed up its foothold in the Latin American country, it added.

Brazil is the largest market in Latin America and the world's third-largest aesthetics market. According to global market research firm Verified Market Research, the Brazilian market for face-lifting using threads is expected to grow at an average annual rate of 7.91 percent, reaching about 255.7 billion won ($188.4 million) by 2030.

Hugel plans to establish a differentiated marketing strategy tailored to local characteristics to establish its market presence quickly. Brazil has a specialty of branding plastic surgery, dermatology, and dentistry, and the company plans to differentiate sales and sales activities by medical department to reflect this.

"We are very excited to launch Licellvi in the rapidly growing Brazilian aesthetic market," a Hugel official said. We plan to establish a systematic strategy to quickly introduce products containing Hugel's technology, including PDO sutures, into the market."