Walk into a drugstore in Berlin, and you'll likely find a shelf stocked with hyaluronic acid serums from Japan. Scroll through a beauty influencer's feed in Sydney, and there's a high chance they're raving about a Korean brand's hyaluronic acid supplements. In Toronto, a mom of two swears by her French pharmacy's hyaluronic acid moisturizer for her post-pregnancy skin. Hyaluronic acid (HA) has transcended borders, becoming a staple in skincare and wellness routines worldwide. But how do HA brands—often starting small, rooted in local markets—successfully expand internationally? This case study dives into the journey of ElixirHyal , a fictional but representative HA brand, as it navigated the complexities of global growth, from Toronto to Tokyo, and the lessons learned along the way.
The Rise of Hyaluronic Acid: A Global Love Story
First, let's unpack why hyaluronic acid has become a global phenomenon. At its core, HA is a humectant—a molecule that draws moisture from the air into the skin, plumping it and reducing the appearance of fine lines. But its appeal goes beyond skincare: in supplements, it supports joint health; in cosmetics, it's a key ingredient in everything from lip glosses to anti-aging creams. "Hyaluronic acid benefits are universal," says Dr. Elena Marchenko, a dermatologist specializing in global skincare trends. "Whether you're in dry Alberta or humid Bangkok, skin craves hydration, and HA delivers that in a way that feels lightweight and effective."
For brands, this universality is both a blessing and a challenge. On one hand, there's a built-in demand; on the other, standing out in a crowded market requires more than just a good product. ElixirHyal, founded in 2015 in Vancouver, Canada, started as a small lab-focused brand selling a single product: a high-concentration hyaluronic acid serum. By 2018, it had captured 12% of Canada's premium skincare market, thanks to its "no-fuss" formula (95% pure HA, no added fragrances) and rave reviews from dermatologists. But founder Maya Chen knew the next step was global. "Canadians loved us, but I kept getting DMs from customers in Australia and the UK asking, 'When can we buy this?'" she recalls. "That's when we realized: the demand wasn't just local—it was worldwide."
The Decision to Expand: Opportunities and Early Hurdles
Expanding internationally sounded exciting, but ElixirHyal quickly faced a reality check. "We thought, 'If we sell well in Canada, other markets will be similar,'" Chen laughs. "We were wrong." The first hurdle? Regulatory red tape. In Canada, HA serums are classified as cosmetics, regulated by Health Canada with relatively straightforward labeling requirements. In the EU, however, the European Commission's Cosmetics Regulation (EC 1223/2009) mandates stricter testing for ingredients, including HA derived from certain sources. "We had to redo our safety reports three times just to meet EU standards," says Liam O'Connor, ElixirHyal's former head of compliance. "And that was just for the serum—when we considered launching hyaluronic acid supplements, the rules got even trickier."
Then there was cultural nuance. In Canada, ElixirHyal's marketing focused on "simplicity"—"One ingredient, 100% results." But in South Korea, where multi-step skincare routines (the famous "10-step" regimen) reign supreme, a single-ingredient serum risked being seen as "incomplete." "Korean consumers love layers—essences, ampoules, serums, creams," explains Soo-jin Park, a Seoul-based beauty consultant hired by ElixirHyal. "Telling them, 'Just use this one product' felt like telling someone to eat bread without butter. They wanted to know: How does this fit into my routine? What botanical extracts for skin does it pair with?"
Supply chain was another concern. ElixirHyal sourced its HA from a local Canadian supplier, but scaling meant needing bulk quantities—fast. "Our original supplier couldn't keep up with the demand we projected for Australia and Europe," Chen says. "We had to find a new partner, which meant vetting bulk botanical extracts suppliers across Asia. It was stressful—we didn't want to compromise on quality, but we also couldn't afford delays."
Strategy 1: Market Research—Listening to Local Voices
Before launching in any new country, ElixirHyal shifted gears: instead of assuming what consumers wanted, they asked. The team invested in focus groups and surveys across target markets, partnering with local research firms to dig into preferences. What they found was eye-opening.
In Australia, for example, "wellness" was the buzzword. "Australians don't just buy skincare—they buy a lifestyle," says Emma Torres, ElixirHyal's Australia market lead. "They wanted hyaluronic acid benefits that extended beyond the skin. So we developed a dual-line strategy: a serum for topical use and hyaluronic acid supplements for internal hydration support. The supplements flew off the shelves—people loved the idea of 'hydrating from the inside out.'"
In Brazil, where skincare often leans into natural ingredients, respondents prioritized "botanical extracts for skin" alongside HA. "Brazilians have a deep connection to plant-based beauty—think cupuaçu butter, açaí oil," notes Carlos Mendes, ElixirHyal's Brazil distributor. "We reformulated our serum to include a small percentage of organic aloe vera extract, marketing it as 'HA + nature's moisture boost.' Sales jumped 30% in the first quarter."
Even in regulatory-heavy markets like the EU, research paid off. ElixirHyal discovered that German and French consumers were particularly wary of "chemical-sounding" ingredients. So instead of labeling their product as "sodium hyaluronate" (the technical term), they emphasized "naturally derived hyaluronic acid" and highlighted their organic certification—a move that resonated with eco-conscious shoppers. "Certifications matter here," O'Connor says. "We even got an organic certified botanical extracts badge for our aloe vera, which became a key selling point."
Strategy 2: Local Partnerships—From Suppliers to Influencers
To navigate supply chain and cultural barriers, ElixirHyal leaned hard on local partnerships. "We couldn't do this alone," Chen admits. In Asia, they teamed up with a South Korean hyaluronic acid supplier with GMP certification, ensuring consistent quality for their serums bound for Japan and Singapore. "Working with a local supplier meant faster shipping, better communication, and insights into regional ingredient trends," says Raj Patel, ElixirHyal's supply chain manager. "They even warned us about a shortage of low-molecular-weight HA in 2022, so we stocked up early—something our Canadian supplier never would have known."
On the marketing side, influencer partnerships became a cornerstone. In Australia, ElixirHyal collaborated with micro-influencers—fitness coaches and wellness bloggers with 50k–100k followers—who shared their "HA supplement journey" on Instagram. "Big-name influencers felt too polished," Torres explains. "Australians trust relatable voices—people who post about their morning smoothies and gym sessions, not just perfect selfies. One influencer, a yoga instructor in Melbourne, did a '30-day HA challenge' where she tracked her skin hydration levels. Her followers loved the transparency."
In France, where pharmacy brands dominate, ElixirHyal partnered with independent pharmacists to host in-store demos. "French consumers value expert advice," says Sophie Dubois, ElixirHyal's Paris-based brand manager. "We trained pharmacists to explain hyaluronic acid benefits in simple terms: 'It's like a sponge for your skin—draws moisture in and holds it.' They became our biggest advocates."
Strategy 3: Product Adaptation—Meeting Markets Where They Are
One-size-fits-all doesn't work in global expansion, and ElixirHyal learned that the hard way. In each market, they tweaked their offerings to align with local habits—without losing their core identity.
Canada (Home Base): The original single-ingredient serum remained, but they added a "hydration bundle" (serum + moisturizer) for busy parents. "Canadians love convenience," Chen says. "The bundle sold 2x as much as the serum alone."
Australia: Launched the dual serum + supplement line, with the supplement labeled as a "wellness booster" (not just a skincare product). They also introduced a travel-sized serum for beachgoers—"Because no one wants to carry a full bottle to Byron Bay," Torres jokes.
Brazil: Added organic botanical extracts (aloe vera and green tea) to the serum, and created a "day-night" pack: a lightweight serum for daytime and a richer, HA-infused cream for nighttime. "Brazilians care about both morning glow and overnight repair," Mendes notes.
EU: Focused on "clean beauty" messaging, emphasizing "no parabens, no sulfates, no synthetic fragrances." They also launched a smaller 15ml serum for budget-conscious shoppers in Southern Europe, where price sensitivity is higher.
Market Entry: A Regional Breakdown
To track their progress, ElixirHyal mapped key metrics across launch markets. The table below summarizes their strategies, challenges, and early results:
| Market | Launch Year | Key Challenge | Strategy | 1-Year Sales Growth |
|---|---|---|---|---|
| Australia | 2020 | Wellness-focused consumer base | Serum + hyaluronic acid supplements line; micro-influencer partnerships | 45% |
| Brazil | 2021 | Preference for botanical extracts | HA + aloe vera serum; "day-night" pack | 38% |
| Germany (EU) | 2022 | Strict regulatory and "clean beauty" demands | Organic certification; "no nasties" messaging; pharmacy partnerships | 32% |
| South Korea | 2023 | Multi-step routine culture | HA ampoule (lightweight, fast-absorbing); paired with a botanical essence | 28% (projected 50% by 2024) |
Results: From Local Player to Global Contender
By 2024, ElixirHyal's international sales accounted for 62% of its total revenue—a far cry from the 10% projected in 2019. The brand now operates in 12 countries, with plans to enter India and the Middle East in 2025. But the success isn't just in numbers; it's in the stories.
Take Ana, a 42-year-old teacher in Rio de Janeiro. "I've struggled with dry skin since I was a teen," she says. "I tried so many serums, but they either stung or made my skin greasy. ElixirHyal's HA + aloe vera serum? It's like a drink of water for my face. I even bought the supplements—my joints feel better, too!" Or Tom, a 35-year-old engineer in Berlin: "I used to think skincare was 'for women,' but my dermatologist recommended hyaluronic acid for my post-acne dryness. The ElixirHyal serum is so easy to use—just a ｄｒｏｐ in the morning. Now I can't live without it."
Chen reflects on the journey: "Expanding internationally taught us humility. We thought we knew HA, but we didn't know the people who use it. Every market has its own rhythm, its own needs. The key was to listen more than we talked."
Lessons Learned: What Hyaluronic Acid Brands Can Take Away
ElixirHyal's story offers valuable insights for other HA brands eyeing global growth:
- Regulations aren't just hurdles—they're trust-builders. Investing in compliance (like organic certifications or safety testing) doesn't just get you into a market; it tells consumers you care about their well-being.
- Local partnerships make or break you. A good supplier, distributor, or influencer isn't just a business partner—they're your translator, helping you speak the language of local consumers.
- Adapt, don't abandon your core. ElixirHyal never stopped selling HA, but they wrapped it in packaging, messaging, and formulas that felt "local."
- Listen to the "unsaid." In South Korea, it wasn't just about selling a serum—it was about fitting into a ritual. In Australia, it wasn't just about skin—it was about a holistic lifestyle. The best brands don't just sell products; they sell belonging.
Conclusion: The Future of Global HA
As hyaluronic acid continues to dominate skincare and wellness trends, brands like ElixirHyal prove that international expansion is possible—with the right mix of research, humility, and adaptability. "The world is craving products that work, but more than that, they want products that understand them," Chen says. "Hyaluronic acid benefits are universal, but the way we deliver those benefits? That's where the magic—and the challenge—lies."
So the next time you pick up a hyaluronic acid serum from halfway across the world, remember: behind that bottle is a story of listening, learning, and growing—one market, one consumer, one ｄｒｏｐ of hydration at a time.
