Seoul – October 7, 2026 -- South Korean healthcare brand PAINSTUDY Inc. has launched a new line of muscle and joint patches as part of a push to expand beyond online sales into offline retail and overseas markets.
The brand built its base through Coupang and Naver Smart Store
PAINSTUDY developed its consumer following primarily through major e-commerce platforms, including Coupang and Naver Smart Store. The company says it used customer feedback and operational data gathered through these online channels to design the new patch line, applying what it calls quality-controlled ingredients and ergonomic design aimed at improving safety and adhesion.
The company is now moving into physical retail channels
Having established its online presence, PAINSTUDY plans to expand its distribution network into various offline channels. The goal, according to the company, is to raise brand awareness by giving consumers more ways to encounter its products in person, building a business that isn't confined to a single sales channel.
Future products will target broader everyday wellness needs
PAINSTUDY intends to use the feedback and development experience gained from its muscle and joint patches to create additional healthcare products. The stated long-term aim is to grow from a muscle and joint care brand into a wellness brand addressing everyday health management more broadly.
International expansion will follow a step-by-step approach
The company plans to pursue overseas market entry at the same time as it strengthens its domestic product and distribution competitiveness. Rather than rapid international expansion, PAINSTUDY says it will build product competitiveness and brand foundations gradually, adapting its product portfolio to different national markets while promoting the brand's focus on self-care and daily health management.
"With the launch of this new product line, we plan to strengthen our brand presence in the domestic e-commerce market and expand our consumer touchpoints across a variety of offline distribution channels," a PAINSTUDY Inc. representative said.