How SK Intellix expanded into the US with Deel

SK Intellix, formerly known as SK Magic, is a Seoul-based AI-driven wellness company known for home appliances like water purifiers and air purifiers. The company has recently released a new AI item ‘NAMUHx, autonomous air purification’ so that the business has been expanded globally.

As part of its global expansion strategy, the company set its sights on the US market and hired senior talent in Georgia and Ohio to lead sales, marketing, and project management. But expanding into the US came with complexity. State-specific regulations, payroll requirements, and employee benefits made local hiring feel daunting. Without a legal entity, expansion could have stalled.

Partnering with Deel changed that. With Deel Employer of Record (EOR), SK Intellix onboarded senior employees quickly, compliantly, and without needing to set up a US entity. Deel ensured payroll was accurate, on time, and fully compliant with both federal and state tax laws. Plus, employees received competitive benefits like healthcare, 401(k), and pensions from day one.

“Running payroll for U.S. employees required a compliant, local solution. Without a legal entity, it could have stalled our expansion, but Deel made the entire process seamless.” - Hwi Yun Lee, Global HR Manager at SK Intellix

Deel didn’t just make hiring possible—it made it efficient. By automating payroll and compliance, SK Intellix avoided costly errors, reduced manual admin, and freed up time to focus on strategic growth. Instead of juggling state-specific benefits or piecing together third-party support, the team managed everything in one place.

“Deel stood out for its value not just saving money, but reducing compliance risks and lifting administrative burdens. That efficiency made it truly cost-effective.” - Hwi Yun Lee, Global HR Manager at SK Intellix

Beyond the platform, Deel delivered a layer of confidence that helped SK Intellix move fast. US payroll and compliance questions were resolved in minutes—often under five—through Deel’s combination of expert guidance and AI-powered knowledge tools. That real-time clarity allowed the HR team to operate with speed and certainty.

Laying the foundation for global growth

SK Intellix started its US journey with two senior hires—but the value of Deel goes far beyond those first steps. The company now has a repeatable model for entering new markets without being held back by admin, legal risk, or complex local requirements.

By choosing Deel, SK Intellix unlocked a faster, safer way to scale.