What Withnix does

Withnix Co., Ltd. is a South Korean electronics manufacturer founded in 2003, headquartered in Gwangju-si, Gyeonggi Province, with a wholly-owned subsidiary in Shenzhen, China established in 2016. The company develops and produces three categories of products: kitchen and home appliances under the HEIM CHEF brand (notably the HTD-series dish sterilizer dryers using UV-C LED and hot air sterilization, plus humidifiers, air fryers, electric ovens, and toothbrush sterilizers), premium beauty care devices under the SAY SKIN brand (the AURORA series combining atmospheric-pressure plasma and microcurrent delivery, developed by 25+ year Samsung Electronics veteran researchers), and OEM/ODM manufacturing services for global beauty device and home appliance brands. Its core technology stack includes proprietary patented plasma + microcurrent systems, MICROPORATION electroporation + microcurrent delivery, and UV-C LED sterilization, backed by five granted Korean patents and ISO 9001 / 14001 / 13485 quality certifications.

The business model is dual-track. The B2C arm sells branded products through all four major Korean home shopping channels (Hyundai, Lotte, GS, CJ), the Naver Smart Store e-commerce platform, department stores, and earned media via TV drama placements across KBS2, JTBC, and TVN. The B2B arm provides turnkey EMS/OEM/ODM services covering product planning, design, hardware and firmware development, tooling, mass production, and global parts sourcing, with named partners including Dongkook Pharmaceutical (subsidiary acquirer, OEM for Centellian24's Madeca Prime line), Medifab (co-development of Res Novae Hyper Shot scalp device), and SkinScience (IoShika hair removal device). In 2024 Withnix was incorporated as a subsidiary of Dongkook Pharmaceutical, anchoring the strategic OEM revenue stream and enabling entry into pharmaceutical-cosmetics manufacturing. Distribution geography is concentrated in South Korea with active international expansion through Cosmobeauty Seoul 2026 and COSMOPROF CBE ASEAN 2026 in Bangkok, supported by multilingual catalogs (Korean, English, Japanese, Chinese, Vietnamese, Indonesian). As of 2024 HEIM CHEF's dish sterilizer dryer line had crossed KRW 30 billion in cumulative revenue with 310,000 units sold.

Name

Withnix

Legal name

주식회사 위드닉스

Website

https://withnix.co.kr

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Withnix is a South Korean OEM/ODM electronics manufacturer that develops HEIM CHEF kitchen appliances (including UV-C LED dish sterilizer dryers), SAY SKIN plasma-based beauty devices, and contract-manufactured beauty products for pharmaceutical-cosmetics brands, most notably its parent Dongkook Pharmaceutical's Centellian24 Madeca Prime line.

Ownership category

akta.pro rank

Headquarters

HQ city

Seongnam

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Brands HEIM CHEF and SAY SKIN Product Sales: Sale of branded home appliances (HEIM CHEF - dish dryers, sterilizers, humidifiers, air fryers, ovens, etc.) and beauty care devices (SAY SKIN - AURORA series) through home shopping TV, e-commerce, and retail channels.
2. OEM/ODM Manufacturing Services: Custom design, development, and manufacturing services for global partners' beauty devices and home appliances. Services include product planning, design, hardware/firmware development, tooling, production, and packaging. Partner companies include Donga Pharmaceutical (Madeca Prime), Medifab (Res Novae Hyper Shot), and SkinScience.
3. Global Parts Sourcing: Global parts sourcing services as part of EMS (Turnkey Electronic Product Manufacturing Service) offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Withnix develops, manufactures, and distributes small/medium home and kitchen appliances under the HEIM CHEF brand (dish sterilizer dryers, humidifiers, air fryers, ovens, toothbrush sterilizers) and premium beauty care devices under the SAY SKIN brand (plasma and microcurrent skin care devices). The company also operates an OEM/ODM electronics manufacturing service for global beauty, pharmaceutical-cosmetics, and biohealthcare partners, providing end-to-end capabilities from product planning and R&D through mass production and packaging.

Product overview

Withnix operates as a comprehensive electronics manufacturer offering both proprietary brands and OEM/ODM services. The company maintains two primary consumer brands: HEIM CHEF (하임셰프), a comprehensive lifestyle and kitchen appliance brand featuring dish sterilizer dryers (HTD series), humidifiers, air fryers, electric ovens, and sterilizers; and SAY SKIN (세이스킨), a premium beauty care device brand developed by Samsung Electronics alumni featuring plasma-based beauty devices including AURORA Plus Double Shot and AURORA Lite. Beyond its own brands, Withnix provides OEM/ODM manufacturing services for beauty devices and lifestyle electronics, having developed products for Dongkuk Pharmaceutical (Madeca Prime series) and Medifab (Res Novae Hyper Shot). The company also recently launched the DERMAURA series targeting global markets.

Differentiator

Problem solved

Functional benefit

Brands

• HEIM CHEF: 종합 생활 가전 브랜드 - Comprehensive lifestyle/home appliance brand offering dish sterilizer dryers, humidifiers, air fryers, ovens, and other kitchen/home appliances
• SAY SKIN

Products and services

• HEIM CHEF Dish Sterilizer Dryer HTD Series Line of dish sterilizer dryers featuring UV-C LED sterilization and hot air drying technology. Removes 99%+ of harmful bacteria including food poisoning bacteria, vibrio, pneumonia bacteria, and E. coli. Available in various capacities (22L-70L) with smart sensors, voice guidance, and automatic management features. Targeted at Korean households focused on kitchen hygiene. HTD-3000 series priced at KRW 129,000.
• HEIM CHEF Humidifier HUH Series
• HEIM CHEF Air Fryer HDF-200 Oil-saving air fryer for healthy cooking, sold under the HEIM CHEF kitchen appliance lineup.
• HEIM CHEF Digital Electric Oven XOVEN-500 Smart digital electric oven for versatile cooking including frying, grilling, and baking functions, sold under the HEIM CHEF brand.
• HEIM CHEF Toothbrush Sterilizer HTS-300 UV-C wireless toothbrush sterilizer for home bathroom hygiene, sold under the HEIM CHEF brand.
• SAY SKIN AURORA Plus Double Shot Premium plasma beauty device featuring innovative technology combining plasma generation with microcurrent, with dual shot functionality for enhanced at-home skin care. Targeted at women concerned with wrinkles and skin elasticity.
• SAY SKIN AURORA Lite Entry-level plasma beauty device for home skincare, offering plasma-based skin care treatments targeting wrinkles and elasticity concerns. Part of the SAY SKIN brand.
• OEM/ODM Manufacturing Services Electronics manufacturing services offering product planning, R&D, design, firmware, hardware development, tooling, and packaging. Specializes in beauty devices and lifestyle electronics with one-stop development system for global partners including Dongkook Pharmaceutical, Medifab, and SkinScience. Includes EMS (Turnkey Electronic Product Manufacturing Service) and global parts sourcing.
• Dongkook Pharmaceutical Madeca Prime Max Beauty device developed and manufactured by Withnix for Dongkook Pharmaceutical's derma-cosmetic brand Centellian24. Features three modes (Crystal Brightening, Dynamic Absorption, Hyper Elasticity) achieving 3-minute skin care per mode using multi-combine technology, with smart skin recognition sensor, voice guidance, and LCD display.
• Res Novae Hyper Shot Premium Scalp Care Device Premium scalp care device co-developed with Medifab, combining Withnix's proprietary MICROPORATION technology with Medifab's branding. Features EP (Electroporation) and MC (Microcurrent) simultaneous Dynamic Mode and EMS Calming Mode for scalp soothing and circulation care. Achieved sold-out records across Lotte, GS, and Hyundai Home Shopping channels.

Quantifiable outcome

• 99%+ elimination of up to 9 types of harmful bacteria including food poisoning bacteria, Vibrio, pneumonia bacteria, and E. coli (UV-C LED + hot air dish sterilizers)
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Dongkook Pharmaceutical (동국제약)flagshipStrategic or Co-development Partner · 1 January 2024Withnix became a subsidiary of Dongkook Pharmaceutical in 2024. The company develops and produces beauty devices for Dongkook's derma-cosmetic brand Centellian24, including Madeca Prime, Madeca Prime Max, and Madeca Prime Ritual White Pearl products. This partnership represents Withnix's flagship OEM relationship, leveraging its R&D and manufacturing capabilities for pharmaceutical-grade beauty devices.
• Medifab (메디팹)coreStrategic or Co-development Partner · 1 January 2024Co-development partnership for Res Novae (레스노베) Hyper Shot premium scalp care device. Medifab provides product planning and branding expertise; Withnix contributes proprietary MICROPORATION technology and manufacturing. Product achieved unprecedented sellout records across three Korean home shopping channels (Lotte, GS, Hyundai), reaching 130% of sales targets.
• SkinScience (스킨사이언스)coreOEM/ Whitelabel/ Licensing PartnerOEM/ODM partnership for IoShika (이오시카) hair removal device. Withnix handles R&D and manufacturing for SkinScience's beauty device brand, applying its specialized beauty device development capabilities.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Silk'n: Israel-based home beauty device brand (Hair Removal, FaceTite, Titan). Comparable to SAY SKIN as a premium home beauty device brand combining multiple energy-based technologies and selling through home shopping and DTC channels.
• Artistic & Co. (Dr. Arrivo): Japanese premium home beauty device maker (Dr. Arrivo, The Vegas) using microcurrent and RF technologies. Closely comparable to SAY SKIN AURORA in positioning (premium home plasma/microcurrent devices) and target demographic (women seeking professional-grade anti-aging treatments at home).
• Tripollar: Israeli beauty device brand specializing in RF-based home skin tightening devices. Comparable to SAY SKIN as a premium home beauty device brand combining multiple energy modalities (RF/microcurrent/plasma) targeting the same anti-aging consumer segment.
• NuFACE: US-based maker of microcurrent facial toning devices (NuFACE Trinity, Mini). Directly comparable to Withnix's SAY SKIN AURORA plasma/microcurrent beauty device line, both selling premium home beauty devices combining electrical stimulation technologies for anti-aging.

Broad incumbents

• Conair: US-based broad small appliance and personal care manufacturer and brand owner. Comparable to Withnix as a multi-brand small electrical appliance and personal care device company with OEM/ODM capabilities across kitchen and beauty categories.
• Amorepacific: Korea's largest beauty conglomerate with a growing beauty device portfolio (e.g., Sulwhasoo, Laneige device lines). Comparable to Withnix's SAY SKIN brand and OEM/ODM business given its push into derma-cosmetic beauty devices in Korea.
• Cuckoo Homesys: Korean home appliance maker (rice cookers, water purifiers, air care). Comparable to HEIM CHEF as a Korean household appliance manufacturer with strong home shopping distribution and a portfolio of small kitchen/home appliances.
• Panasonic Beauty & Personal Care: Global incumbent with a broad personal care device portfolio (facial steamers, eyelash curlers, hair dryers). Comparable to Withnix as a manufacturer of small electrical personal care and home appliances, though at much larger scale and broader geographic reach.
• Coway: Korea's leading home appliance brand (water purifiers, air purifiers, bidets). Comparable to HEIM CHEF as a Korean small/medium home appliance brand selling premium household health/hygiene products through retail and home shopping channels.
• Philips Personal Health: Global incumbent in personal care and small home appliances (Shaver, OneBlade, Airfryer). Comparable to Withnix across both HEIM CHEF (small kitchen appliances like air fryers) and SAY SKIN (beauty/personal care devices) categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sayskin.beautycare

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 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 Withnix