#5. Orthomol: Why People Pay More for This

2025. 10. 2.

Vol. 5 | October 2, 2025 | View in Browser | Previous Issues | Subscribe

📬 Newsletter on Korea’s Consumer Market

In this issue, we take a closer look at Orthomol, a German brand often called the “Hermès of vitamins”, which has captured the Korean supplement market.⚡

Discover the secrets behind Orthomol’s success and learn key insights that global brands can apply in Korea. 🌏

Orthomol: Why People Pay More for This

100 Million USD in Sales Just Four Years After Launch

Orthomol, the German health supplement brand, has been making waves in the Korean market 🇰🇷. Its flagship product, Immune, is a comprehensive supplement packed with vitamins, minerals like zinc and selenium, and folic acid. Orthomol officially launched in Korea in 2020 through an exclusive partnership with Dong-A Pharmaceutical. Back then, annual sales were around 8.7 billion KRW, but in just four years, sales have soared to 120.4 billion KRW(approx. 100 million USD)—about a 14-fold growth.

While the growth rate has slowed recently due to a surge of similar products, Orthomol has firmly established itself as a premium supplement, earning the nickname the “Hermès of vitamins” 💎.

⬇️ Orthomol Sales Trend Since Launch (100 million KRW)

Orthomol Immune is priced significantly higher than local brands—about 2 to 3 times more. Some experts say its ingredients are not much different from competing products, and its effectiveness may not fully justify the high price. Yet, consumers love Orthomol. Immune has been the #1 health supplement at Olive Young, Korea’s largest drugstore chain 🇰🇷, for five years in a row, and it has also topped sales in KakaoTalk Gift Shop, an online feature in Korea’s popular messaging app where users can send gifts to friends and family.

In short, a product that experts see as ordinary is perceived as truly special by consumers—a testament to Orthomol’s successful premium branding strategy ⚡🏆.

Relentless Pursuit of Small Differences – The Source of Premium

Orthomol Immune uses a dual form: a ready-to-drink liquid vial and tablets. While most products on the market are either liquid or tablet, this was a new approach in Korea. CEO Nils Glagau explains, “The optimal absorption and bioavailability vary for each nutrient, so we chose a dual-form approach.” In other words, it’s not just about including multiple nutrients—it’s about delivering them in the forms that work best in the body.

Over the past 30 years, Orthomol has studied orthomolecular medicine, focusing on how micronutrients are needed, absorbed, and interact with each other in the body. Micronutrients are vitamins and minerals that our bodies cannot produce but are essential for metabolism. After Orthomol’s success, many competitors tried to copy the dual form method. However, Orthomol’s decades of research and specialized technology cannot be easily replicated. The brand can concentrate more than 14 micronutrients in liquid form, while most competitors struggle to include even 10. This is also why Orthomol insists on 100% German production—to maintain the precision and quality that makes their products unique.

⬇️ Orthomol Display

Orthomol has spent years refining the optimal nutrient composition in each product. Since metabolism works as a complex network, finding the right balance to maximize interactions between multiple micronutrients is key. This approach helps enhance overall health benefits. Orthomol even tailors its formulations to different countries, reflecting local dietary habits. For example, the Orthomol Immune sold in Korea differs slightly in ingredients and dosages from the German version, based on research into the nutrients most needed to support the immune system of Korean consumers 🇰🇷.

Looking at consumer reviews in Korea, many report experiencing immediate effects. By 2023, Orthomol had grown rapidly despite minimal advertising or product placements (PPLs). The secret? Satisfied consumers shared their experiences and recommended the product as a health gift to friends and family. This long-standing commitment to maximizing effectiveness is exactly what underpins Orthomol’s premium pricing—even at higher costs, consumers are willing to pay for the results ⚡🏆.

Marketing Strategies That Strengthen Premium Branding

From the start, Orthomol targeted women in their 30s and 40s. This group often faces fatigue from work, family, and social responsibilities, making them highly aware of the need for immune support. Orthomol positioned its products around immediate effects and energy boost, addressing daily challenges for this audience. The brand initially gained traction among professionals with irregular schedules, like celebrities and flight attendants, helping word-of-mouth spread quickly. Even before its launch, actress Kim Tae-hee was known to take the supplement while filming abroad, earning it the nickname “Kim Tae-hee Vitamin”. Later, endorsements by celebrities such as Kim Go-eun, Park Min-young, and singer Jang Won-young naturally amplified its celebrity marketing effect.

⬇️ Actress Park Min-young showcased Orthomol Immune on her YouTube Channel

Orthomol went beyond messaging and invested in visually engaging brand experiences. A standout example is the 2022 Art Campaign, featuring famous live-drawing artist Kim Jung-gi and 40 emerging local artists. The campaign was unusual for the health supplement industry. The campaign slogan, “Ideal Energy, Exceptional Time,” conveyed the brand message: “Bring overflowing energy to make everyday life shine like art.” It showcased artworks that visually interpreted Orthomol’s message and attracted significant attention—the launch video received 160,000+ views, and 3,000+ people participated in the event. This approach reinforced Orthomol’s positioning as not just a supplement, but a brand that transforms everyday life into a valuable experience.

⬇️ Art Campaign Featuring Artist Kim Jung-gi

Orthomol has also expanded its reach through collaborations with various brands, connecting with the tastes and daily lives of its target audience. Notable examples include:

2022: Limited edition products with German pen brand LAMY
2023: Golf-ready bags with American golf apparel brand Malbon Golf
2024: Christmas limited-edition figures with German toy brand Playmobil

These collaborations offered limited-edition items and gift packages, giving consumers a sense of collectible value. They also allowed Orthomol to connect with hobbies and lifestyle moments—stationery, golf, and holiday gifts—that resonate with women in their 30s and 40s.

⬇️ Brand Collaboration with Playmobil

⬇️ Brand Collaboration with Malbon Golf

Finally, Orthomol has leveraged offline stores as a channel to deliver its brand experience. The brand is present in spaces where premium consumers naturally interact, such as Lotte Department Store Main Branch in Sogong-dong, Shinsegae Centum City Flagship Store, and Banyan Tree Spa & Resort. Notably, in 2020, Orthomol ran its first pop-up store at Lotte Department Store, not in the food hall but in the women’s fashion section, generating significant buzz. This clearly demonstrates that Orthomol sees offline retail not just as a point of sale, but as a way to deliver brand experiences by integrating with fashion, hospitality, and lifestyle spaces.

⬇️ Orthomol Flagship Store at Lotte Department Store, Main Branch

💡Key Takeaways

1️⃣ Small Differences Create Premium Value

Decent products are easy to make, but standing out requires careful attention to small differences. Orthomol has invested years improving micronutrient absorption. Experts may see little difference from competitors, but consumers recognize the added value and are willing to pay more. Premium buyers prioritize real benefits and unique value over simple cost-efficiency.

2️⃣ Premium Is Proven Through Experience

Premium branding comes from what customers feel and experience, not flashy ads. Orthomol grew through word-of-mouth, as users shared the immediate benefits with friends and family. Designing experiences that customers can truly experience strengthens brand trust and supports premium pricing.

3️⃣ Connect With Customers’ Lifestyles

Orthomol goes beyond a health supplement to become a daily companion. The brand uses flagship stores, art campaigns, and collaborations with brands like LAMY, Malbon Golf, and Playmobil to reach consumers in their daily routines and hobbies. Aligning with lifestyles strengthens both purchase behavior and emotional connection.