Australian pharmaceutical company Hugel Aesthetics announced on Tuesday a major expansion of its US business as part of its long-term growth strategy.

The expansion includes the launch of a dedicated direct sales and field-based medical affairs organisation for neurotoxin Letybo (letibotulinumtoxinA-wlbg) and investments in a new consumer K-TOX campaign, medical congress support and clinical evidence generation.

FDA approved in February 2024, Letybo was initially launched in March 2025 through a strategic partnership with BENEV Company Inc. Since then, more than 9,000 practices have integrated Letybo in their treatment offerings. Hugel says that it is building on this success by launching a hybrid sales approach with Benev, combining partner-led distribution with a direct sales organisation focused on select strategic accounts to continue to strengthen Letybo adoption in the US aesthetics market.

The launch of Hugel's dedicated US sales force and field-based medical affairs team aims to give aesthetic practices direct access to experienced industry representatives, enhanced customer support and practice resources to help seamlessly integrate Letybo into clinical practice. At the same time, the company has significantly invested in its medical congress support and clinical research to foster scientific exchange, clinician education and peer-to-peer collaboration that advances the understanding of neuromodulator treatment.