One Company, Two Brands: A Medical Device Group’s Multi-Brand Strategy in Practice

Energy-based technology now serves two very different beauty markets: regulated medical aesthetics performed by physicians, and the fast-growing lifestyle beauty segment in salons and spas. Serving both from a single brand blurs positioning and complicates compliance. LEIJEX therefore operates a deliberate dual-brand structure.

SYNIXFIELD is the group’s professional medical aesthetics line, built around higher-energy platforms designed for clinical environments, physician oversight and treatment indications that demand medical-grade performance and documentation. Its channel is distributors, clinics and hospitals with regulatory requirements. Regulatory positioning follows the same split, with each brand’s claims and documentation matched to the compliance status of its target market.

MAKGRAC addresses the salon and everyday beauty side: gentler energy parameters, simpler operation and a design language aimed at beauticians rather than doctors. It shares the group’s core platform technology and quality system, but speaks to a different customer with different expectations of price, training and service.

The strategy benefits B2B partners on both sides. Distributors gain clear brand boundaries that prevent channel conflict, while both brands inherit the same manufacturing discipline, safety philosophy and after-sales infrastructure. One engineering foundation, two market-facing identities: this is how a device group scales without diluting either brand.