BIONEER CORPORATION

Bioneer Officially Launches 'CosmeRNA' in the UAE at the MEDIAM Middle East Beauty Exhibition

 

-         High interest in CosmeRNA's differentiated safety and convenience
Proven exceptional effectiveness through clinic trial sales

-         UAE import approval process completed…market entry accelerated

-         Addressing the unmet needs of Middle Eastern hair loss patients…anticipated to become a game-changer

 

 

Bioneer announced on the 18th that it officially launched its siRNA-based hair loss care solution, ‘CosmeRNA,’ in the UAE market at the Middle East International Dermatology & Aesthetic Medicine Conference & Exhibition (MEIDAM).

 

Bioneer, in collaboration with its exclusive UAE distributor, Atlas Medical LLC, has been working on obtaining export approval and conducting clinical trials at local clinics to verify the product's efficacy. After completing these preparations, the company hosted the official product launch event at MEIDAM. This prestigious annual event gathers global dermatology and aesthetics experts to showcase the latest technologies and products, serving as a key platform for stakeholders in the beauty and medical industries across the Middle East and North Africa (MENA) region.

 

At the exhibition, CosmeRNA's booth attracted significant attention from specialists, who were particularly impressed by its scientific foundation, safety, and convenience. The product’s proven effectiveness in local clinics further reinforced its credibility. Several physicians even requested hospital visits to discuss potential usage and applications.

Local medical professionals in the Middle East have evaluated CosmeRNA as an effective alternative for patients concerned about the side effects of finasteride or dutasteride. With a convenient application schedule (once every 1–2 weeks) and no systemic hormonal side effects, the product has received positive feedback from both medical professionals and patients.

 

The company noted that after signing the distribution agreement, it submitted the necessary documents to the UAE government for import approval. While the approval process took some time due to local regulations, it has now been completed, paving the way for full-scale market entry.

 

The Middle East region, influenced by traditional cultural factors, often exhibits strong aversion to products containing male hormone inhibitors. CosmeRNA, being a safe alternative without such inhibitors, has garnered positive responses from both medical professionals and consumers. With a male hair loss rate of approximately 60%, significantly higher than the global average of 40%, CosmeRNA is expected to address the unmet needs of hair loss patients in the region, potentially creating a significant market disruption.

 

Atlas Medical LLC, CosmeRNA’s local distributor, is a well-established company with over 50 years of experience and an extensive network of hospitals and clinics throughout the UAE. The distributor plans to quickly supply CosmeRNA to hospitals and hair loss clinics nationwide. Additionally, it aims to enhance consumer accessibility by strengthening social media promotions and expanding online and pharmacy sales channels, offering various purchasing options.

 

Furthermore, Atlas Medical LLC’s parent company, IHC (International Holdings Company PJSC), is a financial investment firm owned by the Abu Dhabi royal family, led by Sheikh Tahnoon, the half-brother of UAE Deputy Prime Minister Sheikh Mansour. This partnership underscores Bioneer’s potential for expanding its presence in the Middle Eastern market.

CosmeRNA is also extending its B2B contracts beyond the UAE to key Middle Eastern countries such as Kuwait and Jordan, as well as markets in Eastern Europe and South America, with product approvals and launches underway. The product’s global competitiveness was recognized when it was named the Hair Product of the Year at the Cosmoprof Awards 2024, the world’s largest cosmetics exhibition. It has also demonstrated significant performance, showing an 80–90% response rate in treating androgenic alopecia.

 

A Bioneer representative stated, “CosmeRNA has received positive feedback locally for its efficacy, convenience, and safety, free from side effects, signaling great success potential in the Middle Eastern market. Through the MEIDAM exhibition, we aim to solidify CosmeRNA’s excellence in the region, foster close partnerships with local distributors, and establish our position as a game-changer in the Middle Eastern market.”###

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