For Ju Rhyu, no skin problem is just too trivial for an answer.

When the Hero Cosmetics founder set out in 2017 to make hydrocolloid pimple patches mainstream within the U.S. after trying them while living in South Korea, she hadn’t yet decided just how far into the skincare category she desired to go.

Six years, an acquisition and 1 billion hydrocolloid patches sold later, Rhyu is seeking to leverage the success of the brand’s OG Mighty Patch right into a comprehensive problem-solving portfolio.

“Anyone that has any type of skin issue — we would like them to come back to Hero for an answer,” said Rhyu, who sold the brand to Church & Dwight in 2022 for $630 million. Rhyu has retained her chief executive officer title, but said the business “is more run by Church & Dwight at once, and I even have a rather latest role, which is more of that founder role — it’s a bit more consultative.”

Within the 12 months since Hero’s acquisition, the brand has expanded outside of the U.S. for the primary time, launching in Canada, Australia, the U.K. and its first French pharmacy — Pharmacie du Palais Royal in Paris.

“We’re leveraging Church & Dwight’s infrastructure and key markets where they’ve a distributor presence and distributor networks,” said Rhyu, noting Mexico and the Middle East are up next. “Within the Middle East, there are [other] patch products, so we all know there’s a requirement there; in Mexico there’s an incredible opportunity because there’s nothing there — it’s a white space.”

The brand can also be expanding in U.S. retail, having entered Walmart in July and 4,500 CVS Pharmacy doors within the spring, bringing Hero’s total U.S. door count to 16,000. “Every time we launch at a latest retailer, it unlocks a complete latest audience for us,” said Rhyu, adding that 70 percent of consumers enter the brand through a Mighty Patch product, and 60 percent of them will go on to try one other product throughout the portfolio.

“Our strategy is specializing in patch products as an acquisition engine, then we will cross-sell and help consumers create that Hero regimen,” Rhyu said.

This week, Hero launched Mighty Patch Brow, an offshoot of its full-face Might Patch which debuted last 12 months. “We were getting a whole lot of feedback of, ‘I really like this product but I’d like to have one only for chin or for brow,’ so brow was the subsequent logical step for us because that T-zone area is where many are inclined to break out,” Rhyu said.

After debuting a retinol and a watch cream this 12 months, Hero will enter the balm category for the primary time in 2024 with two stock keeping units. “One shall be more cleansing oriented and the opposite, more moisturizing oriented,” said Rhyu, who didn’t specify sales expectations for the launches but in 2022 reported the brand was on target to do $140 million in sales, up from $100 million the previous 12 months.

“I feel this brand can exist beyond pimples; our next goal is to be the leader in functional skin solutions,” Rhyu said. “As a team, we’re all the time talking about, ‘How high is high? Where’s the limit?’ — to date, we don’t see it.”