HERIBON: A Four-Step Scalp Care Routine from CK Regeon
We break down the structure of the HERIBON home line from CK Regeon — from the logic of its four-step routine to the wholesale economics for a distributor.
In 2025, the Korean biotech company CK Regeon launched a two-brand scalp-care portfolio: the professional HAIRREGEON line for salons and the home-use HERIBON line for retail customers. HERIBON is built around a single four-step routine under the overall name "WNT ON" — and it's exactly this structure that makes the line an easy entry point for a distributor looking for a ready-made shelf rather than a single SKU.
The logic of the four-step routine
The order of steps in WNT ON mirrors the facial-care logic customers already know, applied to the scalp: first, cleansing with shampoo (500 ml), then deeper exfoliation with a scalp scaler (300 ml), followed by length care with a mask (250 ml), and finally a scalp tonic (50 ml) as the closing step of the routine. This sequence reads instantly to the customer and needs no explanation on the shelf: shampoo is the base, the scaler is for once or twice a week for deeper cleansing, the mask cares for the hair length, and the tonic is a light finishing touch.
For a distributor, this means the line can be sold as a system rather than a set of unrelated items. At the core of the technology is the WNT ON complex with KY19382 and hesperidin as components, which gives all four products a single narrative and simplifies working on shelf copy and marketplace listings.
Economics for the distributor
Wholesale prices across the line follow a clear spread: the shampoo is around $11, the scaler and mask are $9.75 each, and the tonic is $7.50. Recommended retail is roughly double the wholesale price for each item ($22, $19.5, $19.5, and $15 respectively), giving a standard, predictable margin for the retail channel without needing to explain unusual pricing to the customer.
Within the line, items play different roles. The tonic is the most accessible entry point on price, but requires an order of at least 100 units: that makes it a convenient consumable for salon kits, samples, and promotional mechanics, rather than a standalone margin driver. The shampoo, with a minimum order of 20 units and the highest wholesale price, is the natural anchor of the category, around which the display is built. The scaler and mask, with a minimum order of 25 units, sit in between and are typically bought as an upsell alongside the shampoo.
How to bring in the line
Supply terms are EXW/FOB Korea for orders from $10,000, so it makes sense to plan not for a single SKU but for the full set of four items, accounting for the minimum order quantity on each. A starter set of all four steps gives a full shelf story and lets the line be sold as a system; a test order of a single anchor product (the shampoo) works if the channel is new and you first need to gauge turnover before bringing in the other three items.
By sales channel, the line fits well into pharmacy and specialized hair-care chains, beauty salons (as a retail extension of the professional HAIRREGEON line), and marketplaces, where the "4-step set" format works as a standalone listing. Before placing an order, Teranova coordinates and supports clarification of three points: labeling and registration requirements for the target market, current production lead times, and logistics from Korea to the destination.
Sources
Public sources and company data: official materials from the HERIBON brand / CK Regeon (DermaRegeon). Exact terms and wholesale prices available on request through Teranova.