The expansion centers on the brand's proprietary LACTO-BVTC complex, a microbiome-focused formula designed to address pH imbalances, irritation, and odor. Since entering the U.S. market in 2023, the company has leveraged its success on platforms like Amazon and TikTok Shop to secure this retail partnership. By moving into physical shelves, the brand aims to capture shoppers who prefer immediate access to clinical-style intimate wellness solutions.

General Manager B. Lee noted that the retail launch is intended to bring their formulations to a broader demographic, moving beyond the digital-first audience. The store inventory includes the flagship Intimate Care Gel, a probiotic-powered foam wash, and an intimate deodorant spray available in three scents. Founded in Seoul in 2020, Lactomedi currently operates in several international markets, including Hong Kong, Taiwan, and Southeast Asia, positioning itself as a challenger in the global preventative wellness sector.