Hunic

What Hunic does

Hunic (주식회사 휴닉) is a South Korean direct-to-consumer wellness company operating an e-commerce platform at huenic.com, founded in 2020 and headquartered in Cheonan-si, South Korea. The company targets health-conscious individual consumers in Korea with a plant-based nutrition portfolio sold under the 베지어트 (VeggieAt/VeggieT) sub-brand: plant protein shakes (810g can, refill packs, single-serve pouches), multi-week meal management programs (4-week, 30-day, 90-day challenge packs), cleansing and enzyme supplements (Super Green Cleanse, Super Enzyme Cleanse), functional beverages (almond-cashew nut milk, Super Purple Recharge electrolytes, Super Yellow Boost ginger shots), and higher-AOV reset bundles. The technology stack is the off-the-shelf Cafe24 hosted storefront; there is no proprietary commerce platform, no app, and no disclosed AI capabilities.

The business model is D2C e-commerce with two revenue streams: one-time product sales at promotional prices (selling prices typically 40-55% below listed consumer prices) and recurring "정기배송" (regular delivery) subscriptions with additional discounts, principally on nut milk. Distribution is single-channel — the company's own huenic.com storefront with nationwide courier shipping and free shipping above 49,000 KRW; no retail, marketplace, or wholesale presence is disclosed. Customer acquisition runs through Korean-native social commerce (KakaoTalk Plus Friends, Instagram @veggiet.official, YouTube @huenicyoutube), supported by recipe content and a high-volume user review base that functions as bottom-of-funnel social proof.

Hunic is a privately held, founder-led company — CEO 박진아 (Park Jina) is the only disclosed executive and also serves as privacy officer. There is no disclosed external funding, no partnerships, no M&A activity, no patents or trademarks, no certifications, and no awards. Operating geographies are limited to South Korea. With 1-10 employees and no institutional capital, Hunic is a micro-cap DTC brand whose strategic posture is product-led line extension within the Korean functional nutrition segment rather than platform or geographic scaling.

Name

Hunic

Legal name

주식회사 휴닉 (Hunic Co., Ltd.)

Website

https://huenic.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Hunic is a South Korean direct-to-consumer e-commerce brand selling plant-based protein shakes, multi-week meal management programs, cleanses, and functional wellness beverages through its own online storefront, serving health-conscious individual consumers in South Korea.

Ownership category

akta.pro rank

Product category

Plant-Based Nutrition & Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)

akta.pro secondary industries

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Refrigerated Probiotics & Functional Shots (CRADACAN)

Keywords

• Plant-based protein supplements
• Meal replacement shakes
• Dietary supplement retail
• Weight management programs
• Functional wellness beverages

Headquarters

HQ city

Daejeon

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (One-time Purchase): Direct e-commerce sales of health and wellness products including plant-based protein powders, meal plans, cleanses, and nutritional supplements through their owned online store. Products are sold at various price points with consumer (retail) and selling (discounted) prices displayed.
2. Subscription/Regular Delivery: Recurring delivery subscription model offering periodic shipments of products (e.g., regular delivery of nut milk, protein products) with discounted pricing for subscribers. Customers can set up recurring orders at reduced prices compared to one-time purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Hunic (휴닉) sells plant-based nutritional products direct-to-consumer through its owned e-commerce site huenic.com under the 베지어트 (VeggieAt) brand. The lineup centers on plant protein shakes and pouches (multiple flavors with a refill format) and extends to cleanse programs (Super Green Cleanse, Super Enzyme Cleanse), nut milk, electrolyte drinks, ginger shots, and multi-week meal management program packages, available via one-time purchase or recurring regular-delivery subscription at a discount.

Product overview

Hunic (휴닉) operates an e-commerce wellness platform specializing in plant-based nutrition and diet management products. The core brand is 베지어트 (VeggieAt), offering plant protein shakes in 810g containers, pouches, and refill formats in various flavors. The product portfolio includes meal management programs (4-week and 90-day packages), cleansing and detox products (Super Green Cleanse, Super Enzyme Cleanse), nutritional beverages (nut milk, electrolyte drinks, ginger shots), and subscription delivery services. The ecosystem is designed for comprehensive weight management and healthy eating, with the company claiming significant weight loss results from their meal planning programs.

Differentiator

Problem solved

Functional benefit

Brands

• 베지어트 (VeggieT): Plant-based protein product line including shakes, pouches, and supplements for wellness and diet management.

Products and services

• VeggieAt Plant Protein Shake 810g (베지어트 식물성 단백질쉐이크 810g) Flagship plant-based protein shake in an 810g reusable container providing 20g protein per serving, available in multiple flavors including grain, cacao, Korean angelica (수리태), and matcha. Marketed as the No.1 Wellness Protein and sold at 39,900 KRW selling price versus 71,000 KRW consumer price for meal replacement and weight management.
• VeggieAt Plant Protein Pouches 1 Box 10ea (베지어트 식물성 단백질 파우치 1박스 10ea) Single-serving plant protein pouches in a 10-unit box format, designed for convenient daily consumption as the first step of a wellness diet plan. Sold at 39,900 KRW selling price versus 59,000 KRW consumer price.
• VeggieAt Plant Protein Refill 810g (베지어트 식물성 단백질 리필 810g) Refill pack for the 810g plant protein shake container designed to reduce plastic usage through a reusable container system. Sold at 38,900 KRW selling price versus 69,000 KRW consumer price.
• VeggieAt Unsweetened Cacao + Grain Flavor (베지어트 언스위트 카카오+곡물맛) Unsweetened plant-based protein variant flavored with cacao and grain, containing 6-year-aged Korean red ginseng (6년근 홍삼). Sold at 71,900 KRW selling price versus 142,000 KRW consumer price.
• VeggieAt 4-Week Meal Management Full Package ([4주 식단완성] 4주 식단관리 풀패키지) Comprehensive 4-week meal management package providing a structured diet program for weight management. The Hunic team reports achieving -23kg weight loss using this program. Sold at 139,000 KRW selling price versus 253,000 KRW consumer price.
• VeggieAt 30-Day Challenge Easy Starter Package ([30일 챌린지팩] 베지어트 이지 스타터 패키지) 30-day beginner-friendly challenge starter package for a non-starving healthy meal management program, including +2 bonus pouches. Sold at 74,900 KRW selling price versus 130,000 KRW consumer price.
• VeggieAt 90-Day Challenge Pouch Set, 90 Pouches + 10 Bonus ([90일 챌린지팩] 베지어트 파우치세트 90포+10포 추가증정) 90-day extended challenge pouch set providing 90 pouches plus 10 bonus pouches, designed as the first step for starting a wellness diet. Sold at 270,000 KRW selling price versus 531,000 KRW consumer price.
• Super Healthy Powder 90-Day Reset Pack, Total 6 Boxes + Bottle Gift ([90일 리셋팩] 슈퍼 헬시파우더 세트 총 6박스 + 보틀증정) Comprehensive 90-day wellness reset package combining 6 boxes of Super Healthy Powder with a complimentary bottle, marketed as energizing users throughout the day. Sold at 149,900 KRW selling price versus 219,400 KRW consumer price.
• Super Green Cleanse Lemon-Flavor Dietary Fiber, 15ea (슈퍼 그린 클렌즈 레몬맛 식이섬유 15ea) Lemon-flavored dietary fiber supplement in a 15-unit pack marketed as a "drinking salad," providing fiber supplementation for digestive health and cleansing support. Sold at 24,900 KRW selling price versus 29,900 KRW consumer price.
• Super Enzyme Cleanse Organic Grain Enzyme Supplement, 1 Box (슈퍼 앤자임 클렌즈 유기농 곡물 효소 1BOX) Organic grain enzyme supplement in a single box, marketed to deliver digestive health and cleansing support with users noticing the difference between days consumed and not consumed.
• Cleanse Complete 1-Month Package ([클렌즈 완성] 슈퍼 그린 클렌즈 1개월 패키지) One-month comprehensive cleanse package combining Super Green Cleanse and Super Enzyme Cleanse for full digestive health support. Sold at 64,900 KRW selling price versus 108,800 KRW consumer price.
• Super Purple Recharge Blueberry-Flavor Electrolyte, 15ea (슈퍼 퍼플 리차지 블루베리맛 전해질 15ea) Blueberry-flavored electrolyte drink in a 15-unit pack marketed for moisture replenishment, antioxidant support, and energy boosting. Sold at 32,900 KRW selling price versus 39,900 KRW consumer price.
• Super Yellow Boost Ginger Shot Immunity, 15ea (슈퍼 옐로 부스트 진저샷 이뮤니티 15ea) Ginger shot product in a 15-unit pack, marketed as a powerful wellness solution for immune support using ginger. Sold at 32,900 KRW selling price versus 39,900 KRW consumer price.
• VeggieForYou Almond & Cashew Nut Milk (베지포유 아몬드&캐슈넛 넛츠밀크) Premium lactose-free nut milk combining almond and cashew nuts, positioned as a high-quality plant-based dairy alternative. Sold at 22,900 KRW selling price versus 33,000 KRW consumer price.
• Regular Delivery Subscription Service for VeggieForYou Almond & Cashew Nut Milk ([정기배송] 베지포유 아몬드&캐슈넛) Subscription/regular delivery (정기배송) service for VeggieForYou Almond & Cashew Nut Milk, offering substantial per-delivery discounts and convenient recurring shipments. Subscription price 22,900 KRW versus 32,000 KRW consumer price.

Quantifiable outcome

• Team achieved -23kg weight loss using the program

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Myprotein: Global D2C sports-nutrition and plant-protein brand with strong presence in Korea (myprotein.co.kr). Directly comparable to Hunic's VeggieT on plant-based protein shakes, RTD nutrition, and direct e-commerce subscription mechanics targeting wellness consumers.
• Dr. Edison's (닥터에디슨): Korean D2C wellness brand selling meal-replacement and diet programs directly to consumers via its own e-commerce site. Closely aligned with Hunic's 4-week and 90-day diet packages in product structure, target persona, and DTC distribution model.
• Vegemil (베지밀): Plant-based RTD beverage line owned by Daesang, a major Korean food company. Overlaps with Hunic's plant-based protein and nut milk SKUs in product category and Korean retail/foodservice positioning.
• Greenbia (그린비아): Korean plant-based protein and wellness nutrition brand. Comparable to Hunic's VeggieT line on plant-protein shakes, functional nutrition drinks, and Korea-focused health-and-diet consumer base.
• Nutrione (뉴트리원): Korean D2C nutritional supplement brand with e-commerce storefront. Comparable to Hunic on direct-to-consumer nutritional supplement sales, online review-driven discovery, and the same Korean wellness consumer persona.

Broad incumbents

• GNC: Global specialty retailer of vitamins, supplements, and sports nutrition with both retail and online channels. Overlaps broadly with Hunic's protein and supplement categories but as a multi-brand aggregator rather than a single-brand D2C.
• Herbalife: Global nutrition company specializing in meal replacement shakes and weight-management programs. Comparable to Hunic on meal-replacement positioning and structured diet programs, but operates through MLM rather than pure D2C e-commerce.
• Ildong Pharmaceutical (일동제약): Established Korean pharmaceutical and health supplement manufacturer with broad OTC and functional food offerings. Overlaps with Hunic's functional foods, cleanses, and wellness drinks at the category level, not at the D2C niche.
• Nestlé Korea (네슬레 코리아): Subsidiary of global F&B conglomerate with meal-replacement and nutrition ranges (e.g., OPTIFAST-style programs). Comparable to Hunic on meal management but as a multi-category incumbent with mass retail distribution.
• Amway Korea (암웨이 코리아): Direct-selling nutrition and wellness brand with established Korean member base. Overlaps with Hunic on nutritional supplements, protein powders, and wellness positioning, but distributes through member networks instead of pure e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@huenicyoutube
• Instagraminstagram.com/veggiet.official
• Facebookfacebook.com/huenic1011

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hunic