The current global website lists Cheol Jeong and Seung Gon Kang as CEOs and provides a brand office address in Gangnam, Seoul. The wider corporate entity, VT Co., Ltd., is listed on the KOSDAQ exchange.2

VT cosmetics is primarily a K-beauty skincare brand, although its portfolio extends beyond conventional skincare. Rather than positioning itself solely as a minimalist or natural cosmetics company, VT combines Korean skincare trends, functional ingredients, proprietary complexes, skin-barrier and hydration concepts, beauty-device-inspired technologies, cosmetic delivery systems and visually distinctive packaging.

The brand’s philosophy centres on making skincare technologically engaging and trend-forward while delivering everyday, long-term skin benefits. VT describes this approach as combining “In-Vogue”—stylish, contemporary beauty—with “Timeless” effects intended to remain relevant beyond short-lived fashions.3 This framework guides product development across new ingredients, technologies and formats, alongside recurring pillars such as CICA and skin hydration.

The history of the corporate entity and the history of the VT cosmetics brand are distinct. While the company traces its roots to an earlier business, the VT brand itself was launched later.

Early development and brand launch

VT’s brand book identifies 2016 as the official launch year of the VT cosmetics brand, following the earlier establishment of the underlying business.4 This distinction accounts for varying founding dates cited in different sources. Following the 2016 launch, the company expanded its cosmetics operations and developed the identity now recognised internationally as VT cosmetics.5

BTS collaboration

A significant early marketing milestone was the collaboration with BTS. VT’s brand history records an advertising-model agreement and collaborative products beginning in 2017, followed by additional product lines.6 As BTS gained prominence in global Korean popular culture, this partnership helped align the brand with growing international interest in K-pop and K-beauty.

CICA era and international recognition

In 2018, VT launched its CICAHYALON line and expanded its BTS collaboration lineup.7 This period established CICA as a defining pillar of the brand’s identity. In 2019, VT continued its BTS collaborations, received a Red Dot Design Award and was selected as a Global Small Giant Enterprise by South Korea’s Ministry of SMEs and Startups.8

Expansion in Japan

Between 2020 and 2021, VT experienced substantial growth in Japan through platforms such as Qoo10, achieving first place in the overall beauty category during Mega Sale events for two consecutive years.9 Japan subsequently became one of the brand’s most important overseas markets. In 2022, VT received recognition through Rakuten Shop of the Year in the cosmetics and perfume category.10

Reedle Shot launch

The most significant transformation of the brand’s modern identity occurred with the launch of Reedle Shot in 2023. VT describes Reedle Shot as a skincare-delivery concept based on CICA Reedle™, using microscopic particulate ingredients designed to stimulate the skin and assist cosmetic absorption.11 The product quickly became a signature innovation. In the same year, VT entered into a business agreement with The University of Tokyo relating to CICA Reedle™ development and received multiple Japanese and Korean beauty awards for Reedle Shot.

CICA and proprietary complexes

Before Reedle Shot, CICA was the concept most closely associated with VT cosmetics. CICA refers to Centella asiatica, widely used in Korean skincare for its soothing and skin-conditioning properties. Rather than relying solely on generic centella extracts, VT developed proprietary complexes.

CICAHYALON™ combines Centella asiatica extract, three types of hyaluronic acid, Centella 4X Complex and green propolis extract, targeting soothing and hydration.12 This was later developed into CICAHYALO-GENE™, which integrates the CICA DNA™ concept with CICAHYALON™ for more intensive hydration and skin conditioning. This approach reflects VT’s strategy of transforming popular ingredients into branded ingredient systems.

Reedle Shot and CICA Reedle™

Reedle Shot is marketed as a “step zero” skincare product intended for use before the rest of a routine to enhance subsequent product absorption. VT states that CICA Reedle™ contains microscopic mineral-derived particles designed to provide gentle physical stimulation and assist the penetration of cosmetic ingredients. Ingredient information indicates these particles are approximately 14 times thinner than pores. Global product pages describe CICA Reedle™ as a combination involving silica and Centella asiatica extract.13

Although Reedle Shot is sometimes informally described as “microneedling in a bottle,” it is a cosmetic skincare product inspired by physical stimulation and delivery concepts, not a medical microneedling procedure.

Reedle Shot product hierarchy

The Reedle Shot range uses a numerical system to communicate intensity levels:

• Reedle Shot 50: Mild/beginner booster
• Reedle Shot 100: Daily-use booster and bestselling level
• Reedle Shot 300: More intensive treatment, typically recommended for use every three days14
• Reedle Shot 700: Special/intensive home care15

This structure creates a clear strength ladder for consumers. The range also includes specialised variants such as Collagen Reedle Shot 100, which combines CICA Reedle with low-molecular-weight collagen,16 and Reedle Shot Lip Plumper products extending the concept to lip care.17

PDRN and advanced skincare

VT has expanded into PDRN-inspired skincare, promoting VEGAN PDRN (PhytoPDRN® Panax) based on sodium DNA and Korean ginseng root extract.18 This technology is designed to provide hydration, vitality and anti-aging benefits, reflecting a shift towards technology-driven K-beauty alongside botanical skincare.19

Additional categories

Beyond its signature lines, VT offers toners, essences, serums, creams, masks, toner pads and moisturisers focused on hydration and barrier support. The brand also develops products targeting elasticity, firmness, wrinkles and radiance, as well as brightening formulations addressing dullness and uneven tone using vitamin-based skincare.20

A central feature of VT’s strategy is proprietary ingredient branding. Instead of simply listing popular ingredients, the brand develops branded systems such as CICAHYALON™, CICAHYALO-GENE™ and CICA Reedle™. VT describes its philosophy as upgrading existing or trendy ingredients through in-house R&D into proprietary formulations.21 This approach encourages consumers to associate specific ingredient names directly with VT cosmetics rather than with the broader skincare industry.

VT cosmetics maintains a significant international presence, with Japan serving as a key overseas market. The company reports Qoo10 sales leadership in 2020–2021, Rakuten recognition in 2022–2023, and Amazon and Qoo10 awards in 2023.22

The official website lists international sales channels across Japan, Singapore, Malaysia, Indonesia, Vietnam, the United States and Europe. Shopee Malaysia is specifically listed among its international online channels.23 Southeast Asia has become an increasingly important market for K-beauty brands, including VT.

It is necessary to distinguish between VT cosmetics as a consumer brand and VT Co., Ltd. as the corporate entity. VT Co., Ltd. (주식회사 브이티) is a KOSDAQ-listed company with stock code 018290.24 Regulatory filings describe activities spanning cosmetics manufacturing and sales, distribution, e-commerce and entertainment-related businesses.25 VT cosmetics operates as the primary consumer beauty brand within this broader corporate group.

VT’s marketing has evolved through several phases. Early celebrity collaborations with BTS established international awareness.26 Subsequent strategies focused on ingredient marketing around CICA, followed by technology marketing centred on Reedle Shot’s micro-particle delivery system. The brand’s products are particularly suited to social media platforms such as TikTok, Instagram and YouTube due to their distinctive concepts and packaging. E-commerce platforms including Qoo10, Rakuten and Amazon have enabled direct consumer reach without exclusive reliance on traditional retail.27

Visually, VT favours a clean, modern aesthetic that blends clinical and beauty elements. Packaging communicates contemporary Korean design, skincare technology and premium-but-accessible positioning. The Reedle Shot numbering system forms part of the visual identity, enabling product recognition even without prominent logo display.

VT has received numerous awards and sales achievements, particularly in Japan. Notable recognitions include the Red Dot Design Award, Qoo10 beauty-category sales leadership, Rakuten Shop of the Year, Amazon Top Seller and Champion recognition, Qoo10 Awards and Glowpick Trend Award recognition for Reedle Shot 100.28 These achievements demonstrate the brand’s success beyond its domestic Korean market.

VT’s marketing uses terms such as “microneedling,” “absorption,” “regeneration,” “skin treatment” and “penetration.” These should be understood in the context of cosmetic skincare rather than medical procedures. Reedle Shot uses microscopic particulate ingredients to create physical stimulation but is not equivalent to professional microneedling performed with medical devices. Product instructions include usage restrictions; for example, Reedle Shot 300 guidance advises against use on wounded skin and specifies frequency recommendations.29

As of 2026, VT cosmetics has evolved beyond its original CICA-focused identity into a technology-oriented Korean skincare company built around proprietary ingredient systems and at-home skin-delivery concepts. Its major pillars now include CICA, CICA Reedle™, the Reedle Shot ecosystem, PDRN, collagen, vitamins and exosome-related technologies.30 The official global site describes this direction as skincare that goes beyond the surface, combining Reedle Shot’s delivery concept with technologies such as liposomes and exosome-related approaches.31 This evolution positions VT at the intersection of Korean beauty trends, cosmetic science and at-home aesthetic skincare.

1. VT | 브이티 공식 웹사이트
2. About – VT Cosmetics official
3. VT | 브이티 공식 웹사이트
4. 01VT STORYK-BEAUTY ICONBRAND BOOK VT COSMETIC
5. VT | 브이티 공식 웹사이트
6. Reedle Shot 100 – VT Cosmetics official
7. Reedle shot 300 Stick pouch – VT Cosmetics official
8. Reedle shot 100 Stick pouch – VT Cosmetics official
9. Collagen reedle shot 100 – VT Cosmetics official
10. Reedle shot Lip Plumper_Beginner – VT Cosmetics official
11. VT | 브이티 공식 웹사이트
12. VT COSMETICS- innovative k beauty – VT Cosmetics official
13. 답변드립니다.
14. VT Cosmetics | Gentle Science for Radiant Skin
15. 브이티 공식 웹사이트
16. VT | 브이티 공식 웹사이트
17. 브이티 공식 웹사이트
18. 브이티코스메틱 – Reedle Shot Original
19. 브이티 공식 웹사이트
20. 브이티 공식 웹사이트
21. VT | 브이티 공식 웹사이트
22. VT | 브이티 공식 웹사이트
23. 브이티코스메틱 – BEST
24. 브이티 공식 웹사이트
25. 브이티 공식 웹사이트
26. VT | 브이티 공식 웹사이트
27. VT | 브이티 공식 웹사이트
28. VT | 브이티 공식 웹사이트
29. VT | 브이티 공식 웹사이트
30. VT | 브이티 공식 웹사이트
31. VT | 브이티 공식 웹사이트