LILLYCOVER.

About LILLYCOVER.

LILLYCOVER is a South Korean beauty-tech company founded in 2016 by CEO SunHee An. An, who has a background in computer engineering, was inspired to start the company during her time in the medical field developing devices for burn patients. She observed the impact of skin health on patients' confidence and identified a gap in the market for skincare solutions tailored to individual needs, as opposed to mass-produced products.

The company's core business revolves around a hyper-personalized skincare solution that leverages artificial intelligence and big data. LILLYCOVER has developed a handheld diagnostic device called MUILLI, which connects to an app to analyze a user's skin condition in real-time. This device, also a plasma massager to aid product absorption, uses sensors to collect data on various skin elements, which are then processed by AI algorithms to create a unique profile for the user. Based on this analysis, the company provides fully customized skincare products under its brand BalanX, delivered through a subscription service. Customers can re-scan their skin monthly to adapt their formulas to changing conditions.

LILLYCOVER's business model combines hardware, data analysis, and a direct-to-consumer subscription service. In addition to its consumer-facing products, the company has developed ENIMA, a smart factory system featuring a robotic arm for the small-batch, on-demand manufacturing of these custom cosmetics. A more compact version, ENIMA Light, is designed for easy installation in professional clinics and retail stores, enabling an O2O (Online-to-Offline) strategy. The company has received backing from investors including POSCO Capital, TBT Partners, IBK, and KITE Entrepreneurship Foundation, and was part of the NIVEA Accelerator program. It has expanded its reach internationally through exclusive partnerships in the US, Turkey, and Hong Kong.